Kenny Lin and Thermaltake—Branding Strategy and Product Innovation

Lung Chieh Chao, Jing Wang and Jing Hua Qi ()
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Lung Chieh Chao: Lunghwa University Science and Technology
Jing Wang: Beihang University
Jing Hua Qi: Thermaltake Corporation

Chapter 5 in Entrepreneurship in the Asia-Pacific: Case Studies, 2020, pp 93-110 from Springer

Abstract: Abstract While Asia-pacific region has been playing more and more important role in the world economy, to manage or to be managed in supply chain globalization? Mr. Kenny Lin chooses a remarkable way for his business, Thermaltake Corporation, unlike most IT corporations in the region of Taiwan. On the way to pursue his branding aspiration, he chased the opportunities with insight into customer needs, but also experienced difficulties, doubt, challanges and failure, and may experience more in the furure. This case, through Thermaltake establishment and development, studies his sucessful entreprenuership practices on business context analysis and forcasting, company management and open innovation in products.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-32-9362-5_5

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DOI: 10.1007/978-981-32-9362-5_5

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