Sustaining Client Relationships in the Contract Manufacturer Own-Brand Building Process: The Case of a Smartphone Firm | Zendy

Feng Hsu Liu | Zendy; LuJui Chen | Zendy; Hsiang-Heng Chen | Zendy

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Sustaining 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.

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