The case analyzes smartphone maker HTC's 2006 selection to be a business that is branded. The case targets the cultural and organizational shifts HTC experienced to successfully make the transition from an ODM, founded in 1997, to a top branded maker (7% market share of smartphones in 2010), together with the adoption of the tagline:
"Softly Fantastic." Major challenges considered in the case include: finding the appropriate ethnic equilibrium between eastern and western abilities, developing and maintaining a functioning international construction, constructing a marketing and sales force, and transitioning HTC from a Taiwanese to a worldwide firm.
Quietly Brilliant Transformational Change at HTC Case Study Solution
PUBLICATION DATE: May 28, 2012 PRODUCT #: 412070-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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