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

Exploring Dual Business Model Choice of Brand and OEM Businesses 80 Document Camera Video Conferencing Device PC-TV Tuner Network Video Recorder Exploitative OEM product Asked for a new product appearance. Fulfilled delivery with expected quality. Requested reliable fulfillment and zero-defect production quality. Only altered logo of existing product. Order of importance * 1. Long-short term outcomes 2. Resource pooling 3. Organizational learning Reasons for order of importance Improved short-term outcome. Reduced production cost. Less organizational learning for matured products. Made profit from OEM products. Combined production volume and resources. Less organizational learning. Short-term outcome most important. Had significant cost reduction. Made profit from short- term OEM products first. Shared most materials and production facilitators. Note: * The order of importance for the president and the security BU head is: “1. Long-short term outcomes, 2. Organizational learning, 3. Resource pooling.” The main reason is sales volume is too small to create a resource pooling effect.