| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 103 === SMEs play an important role to the economy in Taiwan since Taiwan’s economy is international trade-based, with substantial international links. Face severe competitions from international companies, Taiwan’s SMEs fall far behind the international companies in terms of capital, branding, and patent technologies presently. Therefore, how to compete with international companies is the focus of this study.
Here, we apply the sublimation printer industry as the research case; the case interview method was adopted to carry out this research. Through interviews, insight was obtained to understand the competition and interaction between Taiwan’s sublimation printer manufacturers and first-tier international manufacturers over the years. Findings show that, the case company and international companies show great disparity in terms of resource similarity but also with high similarity of their markets. However, the case company can narrow the gap in resources through the integration of up-stream, middle stream and down-stream. And through market segmentation to realize differentiation also may help them create survival opportunities successfully as well.
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