The Impact of Technology and Novel Product Transformation Strategy on a Firm’s Marketing Channel – A Case Study on a Home Sewing Machine Firm in Taiwan

• Main Authors: Jheng-Yi Chen, 陳證伊
• Other Authors: Iou-Ming Wang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/6r94t6

碩士 === 靜宜大學 === 國際企業學系 === 103 === Taiwan traditional industries have adopted the transformation behavior for years. The main purpose is to achieve competitive advantages and sustainable operation. In this changing industrial environment, the novel product development is directly connected to a firm’s market share and it’s growth. Thus, when a firm terminates its novel product development, it could lead to the loss of its competitive advantage. Also, the fundamental issue of novel product development lies in the capacity of a firm’s technology capacity in creating superior products. To achieve this goal, technology transfer becomes one of the vital elements in a firm’s transformation. The target firm of this study is a home sewing machine manufacturer in Taiwan. The study focused on the impact of promoting its distribution channel and channel actors after its transformation. The single-case study of qualitative research is employed to understand the case firm’s perspectives and collect internal data through in-depth interviews. The data were coded and transcribed before triangulation is conducted based on the literature review and the transcript. The empirical results observed are as follows: 1.With respect to maintaining existing product production, there is a positive relationship between novel product development and business transformation. 2.In comparison to elevating technology independently, technology transfer can more effectively promote business transformation. 3.A firm demonstrates higher impact on its marketing channel after transformation.