The timing and positioning of product innovation in the market have also been critical factors in the mobile communication industry. Whether firms would take the fast mover advantage would depend on the companies’ overall strategy and their capabilities. When some Korean mobile phone SMEs served only as ODM providers, they had taken the “follower the leader” strategy. The life cycle of mobile handset products had been brutally short, thus when an ODM provider moved on to become an OBM maker, it exploited the fast mover advantage. Becoming fast movers in the growth market proved to be a good way for some Korean mobile phone SMEs to break the barriers to enter the high-margin market and make their brand grow.
Note: The rest of the analysis won’t be shared due to the proprietary nature of the content.
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