臺大管理論叢 NTU Management Review VOL.29 NO.1

59 NTU Management Review Vol. 29 No. 1 Apr. 2019 For the purpose of this research, we define the ratios of brand and OEM revenue for differentiating four types of dual BM. Consistent with prior work (Parmigiani and Mitchell, 2009), we define brand-reliant dual BMs as receiving 70 to 90% of revenue from brand business and the rest from OEM; brand-dependent as receiving 50 to 70% from brand business; OEM-dependent as receiving 30 to 50% from brand business; and OEM-reliant as receiving 10 to 30% from brand business (see Figure 1). Figure 1 The Percentages of Brand and OEM Revenue for Each Type of Business Model Brand share of total revenue OEM only Brand only: over 90% of total revenue is brand revenue and less than 10% is OEM revenue. Brand-reliant: 70 to 90% is brand revenue and the rest is OEM revenue. Brand-dependent: 50 to 70% is brand revenue and the rest is OEM revenue. OEM-dependent: 30 to 50% is brand revenue and the rest is OEM revenue. OEM-reliant: 10 to 30% is brand revenue and the rest is OEM revenue. OEM only: less than 10% is brand revenue and over 90% is OEM revenue. OEM- reliant OEM- dependent 0% 10% 30% 50% 70% 90% 100% Brand only Brand- dependent Brand- reliant