Bruwan Village Taroko

Chien-Nan Chen, Wan-Hsien Hu and Chia-Wu Lin
Additional contact information
Chien-Nan Chen: National Dong Hwa University, Taiwan
Wan-Hsien Hu: Yancheng Teachers University, China
Chia-Wu Lin: National Dong Hwa University, Taiwan

Asian Case Research Journal (ACRJ), 2018, vol. 22, issue 01, 1-25

Abstract: In 2003, in Taroko National Park’s planning, the upper plateau of Bruwan was commissioned for private operation and management (OT, Operation-Transfer). It was there that Ming-Gang Cheng, partnered with Leader Hotel Group, won the management rights to “Bruwan Village Taroko Vacation House”. Due to the location, limited room numbers, and the many restrictions, most people did not find Bruwan Village Taroko promising. After ten years of management by Ming-Gang Cheng, not only was Bruwan Village Taroko, a cultural and creative hotel rich with Taroko tribal culture, attracting many foreign and domestic visitors, it was also the best known OT project in Taiwan.Ming-Gang Cheng’s background and entrepreneurial process had been introduced in this case study. Throughout the process, he had made use of various relationship resources, displayed his creativity, and fully integrated the local natural landscapes with the Taroko tribe’s aboriginal culture. Not only had he overcome the difficulties presented when first starting the business under predetermined disadvantages in environmental conditions, his innovative and unique market positioning had brought Bruwan Village Taroko to the global stage. From Ming-Gang Cheng’s background and entrepreneurship of Bruwan Village Taroko, this case intends to investigate topics including entrepreneurial personalities and entrepreneurship, the effect of social capital in entrepreneurship, and innovation under disadvantages.

Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0218927518500013
Access to full text is restricted to subscribers

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:wsi:acrjxx:v:22:y:2018:i:01:n:s0218927518500013

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0218927518500013

Access Statistics for this article

Asian Case Research Journal (ACRJ) is currently edited by Lau Geok Theng

More articles in Asian Case Research Journal (ACRJ) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().