Open AccessSustaining Client Relationships in the Contract Manufacturer Own-Brand Building Process: The Case of a Smartphone Firm
Author(s) -
Feng Hsu Liu,
LuJui Chen,
Hsiang-Heng Chen
Publication year - 2011
Publication title -
international journal of business and management
Language(s) - English
Resource type - Journals
eISSN - 1833-8119
pISSN - 1833-3850
DOI - 10.5539/ijbm.v6n7p59
Subject(s) - business , competence (human resources) , marketing , brand management , advertising , management , economics
Whereas maintaining buyer–supplier relationships has been widely discussed in the literature, sustaining relationships with clients (buyers) while contract manufacturers (suppliers) pursue own-brand building has been relatively unexplored. This in-depth case study shows how an electronics contract manufacturer sustained its client relationships while building its own brand. The research framework consists of two subprocesses: competence leveraging and competence building. We argue that some of the strategies involved in these two processes can explain how a contract manufacturer can succeed in maintaining client relationships while pursuing own-brand building.