THE STUDY OF GLOBALLY COMPETITIVE STRATEGIES FOR TECHNOLOGICAL FIRMS

• Main Authors: SAN-BEN HWANG, 黃三本
• Other Authors: : PHD. WU, CHING-SUNG
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/52928517180433724300

碩士 === 國立臺灣大學 === 國際企業學研究所 === 90 === THESIS ABSTRACT GRADUATE INSTITUTE OF BUSINESS ADMINISTRATION NATIONAL TAIWAN UNIVERSITY NAME : SAN-BEN HWANG MONTH/YEAR : DEC/2001 ADVISER : DR. WU, CHING-SUNG THE STUDY OF GLOBALLY COMPETITIVE STRATEGIES FOR TECHNOLOGICAL FIRMS Semiconductor industry is the realm where both the technology and marketing uncertainties reign. Volatile cycles cause the rapid changes in operations and management for semiconductor industry; therefore, it is a complex industry. This thesis, while taking a broad perspective from points of management and global competition, using the theoretical models of competitive strategies invented by Professor Michael Porter, and referring to various academic research papers as well as industrial field experiences, discusses the industry of Taiwan semiconductor manufacturing firms, analyzes and outlines the practically competitive strategies so as to enhance the global competitiveness of companies and industry. The competitive strategies of Taiwanese semiconductor companies discussed in this thesis do not limit to a specific sector but can be applied on the overall operations. This thesis covers a wide range of business activities in different departments within a semiconductor company; as a result, this thesis makes the comprehensive studies and analyses on important areas of semiconductor businesses. This thesis can be divided into the following three parts according to its different natures: 1. Review of academic papers and industry analysis: In chapter 2, theories will be discussed and industry analysis will be proceeded in order to understand the industrial characteristics and point out the industrial key success factors, industry structure, analysis of demand and supply as well as cost analysis based upon which the research of competitive strategies will be conducted. 2. Researching competitive strategies in global competition (Main topics of this thesis): This part studies and makes suggestions for constructing the firms’ operations in order to enhance the global competitiveness. From the research of industry integration comes the conclusion that Taiwanese DRAM companies should adopt joint R&D and M&A strategies in order to confront the forthcoming challenges of global competition. The innovations on semiconductor products and manufacturing process evolved rapidly during past three years and product life cycle shortened compatibly. According to DRAM with no differentiation in product functions, Prof. Michael Porter identifies the competitive advantages from two sources as Differentiation and Cost Leadership. One of key success factors in DRAM and foundry is cost leadership. Therefore, pursuing cost leadership takes on the main role of competitive strategies research in chapter 3 and chapter 4. In chapter 5, the consequent problems incurred by 8-inch plant transformation, once 12-inch plant leads the market, will be discussed along with studies in products, technological and marketing strategies. The ways that semiconductor industry can overcome the impacts of uncertain scenarios and industrial cycle will be included in the discussion. 12-inch plant will become the mainstream for semiconductor industry in the beginning of 21st century. The capital expenditure for a new 12-inch plant will cost between USD2.5-3.0 billion. The enormous financing demand results in high risk in investment and high cost of capital. Global financing is one of the strategies to handle this task but it is often a difficult decision. That the derivative strategy such as real options will facilitate the decision mode for huge investment projects of semiconductor companies will also be discussed in this paper. 3. Relevant competitiveness topics in industry: Some contents of topics may appear vague at first look, but the discussion and analysis of these topics relating to the survival of companies become the integral part for implementing and executing the competitive strategies. This paper is not limited to the pretext of academic research, but incorporates all relevant issues that may help cost reduction and enhance global competitiveness with respect to the operations of semiconductor industry. Any comments, views and opinions toward this paper are welcome and will be appreciated.