Shaping the Future: Trends and Prospects for OBM Evolution

Young Won Park (), Geon-Cheol Shin () and Kyung-Soo Lee ()
Additional contact information
Young Won Park: Saitama University
Geon-Cheol Shin: aSSIST University
Kyung-Soo Lee: COSMAX

Chapter Chapter 9 in Original Brand Manufacturing Business Model, 2025, pp 153-170 from Springer

Abstract: Abstract This chapter explores the transformative evolution of Original Brand Manufacturing (OBM) as a strategic model for global competitiveness, particularly in Asia. Moving beyond the OEM–ODM–OBM continuum, firms now engage in hybrid and path-creating strategies that integrate design, branding, digitalization, and sustainability. Drawing on empirical case studies and theoretical insights from East Asian economies—South Korea, Taiwan, China, and Vietnam—the chapter examines how OBM firms achieve industrial upgrading through innovation systems, strategic leadership, and institutional support. The chapter highlights key enablers of OBM success: capability development, customer-centric innovation, digital transformation, and governance. Branding emerges as a core driver of value creation, while digital technologies such as AI and IoT enable agility and consumer engagement. COSMAX exemplifies how OBM firms can lead through design-led, sustainable, and data-driven models. Sectoral variations—spanning electronics, fashion, and cosmetics—illustrate how different industries chart unique OBM trajectories. The chapter concludes by presenting a forward-looking vision for OBM: one rooted in strategic leadership, ecosystem partnerships, and inclusive, sustainable growth. As global competition intensifies, OBM represents not just a business strategy, but a paradigm shift toward integrated, resilient, and innovation-driven value creation in the twenty-first century.

Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-0253-0_9

Ordering information: This item can be ordered from
http://www.springer.com/9789819502530

DOI: 10.1007/978-981-95-0253-0_9

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().