wwchu@gate.sinica.edu.tw http://www.sinica.edu.tw/~wwchu OEM-ODM, Keywords: second mover, the growth of the firm, inherited managers, OEM (Original equipment manufacture), ODM (Original design manufacture), OBM (Own brand manufacture), subcontracting, business model 2003 Penrose(1959/95) Lall(1992) OEM ODM ODM OBM OBM OBM 1
1. 2. 3. 3.1 OEM 3.2 3.2.1 3.2.2 3.2.3 4. 4.1 4.2 4.3 4.4 5. 2
1. 1996 NOKIA 1 2 1 1990 26.7 2003 46 Taiwan Statistical Data Book 2004, p. 212. 2 (strategic trade theory) 3
(given) IBM IBM (international subcontracting) (outsourcing) 3 2. Gerschenkron (1962) (backwardness) Asmden (1989) Nelson and Winter (1982) 3 Grossman and Helpman (2002) 4
Lall (1992)Fransman (1986) Chandler (1990) (organizational capabilities) Williamson (1975) (2003)Chandler (second mover) (first Nelson(1994) Chandler Nelson and Winter(1982) Nelson (a known choice set) Nelson commitments Penrose (1959/95) Chandler (at arm s length) 1) 2) (at arm s length) 3) Richardson (1972) Richardson(1972) 5
Vernon(1966) (product cycle) 3. 3.1 OEM OEMODMOBM (subcontracting) 4 OEMODM OBM OEM original equipment manufacture Hobday (1995) 1950 (p.37) (p.49) Hobday(1995) (assembly) (consumer goods) (industrial goods) 4 Grossman and Helpman (2002) 6
(Intel) Intel Inside 2004 5 OEM OEM OEM (subcontracting) subcontracting (contract) (contractor) (subcontractor) 6 Outsourcing (call center) 7 OEM OEM OEM ODM OEM OEM ODM 5 BusinessWeek, August 2, 2004. 20 6 (procurement) 7 The Economist, 2004/11/13. 7
ODM original design manufacture OBM own brand manufacture 8 OBM OBM OEMODM OBM OEM 3.2 OEM OEM-ODM 9 Chandler (1978, 1990) 8 OBM 9 8
3.2.1 Vernon(1966) (2003) (first mover) 10 (second mover) 1 (business model) 1 (2003) 3.2.2 OBM OEM OEM ODM Lall (1992) 10 (2003, 194-197) 9
1)2) 3) Eagan and Mody (1992) Hone (1974) Wortzel and Wortzel (1981) OEM-ODMOBM OEM ODM OBM OEM-ODM OBM Hobday (1995: 40) Wortzel and Wortzel (1981) OEM-ODM OBM 11 11 2003 2002 11.0, 26.9%, 62.1% 20.1%, 20.6% 58.4% 10
2 OEM 12 OEM ODM OBM 2 / / OEM ODM OBM 3.2.1 (2003) (1) OEM-ODM OBM OBM 12 Flextronics, Solectron electronics manufacturing services (EMS) EMS EMS EMS OEM OEM ODM EMS EMS OBM 11
3.2.3 Penrose (1959/95) vs (choice set) Penrose(1959/95) ( Was there something inherent in the very nature of the firm that both promoted its growth and necessarily limited its rate of growth? ) (inherited managers) 13 13 the Penrose curve. Penrose The resource-based approach to business strategy. Contributions to Political Economy (1999: 18) 12
Penrose (given) 2 (activities) OEM ODM Lall(1992) / (development) ODM OEM ODM OEM ODM ODM ODM ODM R&D D R(Research) R ODM OBM OBM OBM OBM The Theory of the Growth of the Firm 13
14 OEM ODM 3 / OEM / 3 14 14
(deterministic) 15 Penrose (1959/95) Nelson (1994) (evolutionary theory) OBM OEM OBM OEM OBM Penrose(1959/95) 15 Child (1997) (strategic choice) 15
4. 4.1 1960 OEM (foreign direct investment, FDI) 1980 16 1982 47.2 17 2003 16 /FDI FDI FDI (2003) 17 2003 36.5 Taiwan Statistical Data Book, 2004, p. 212. 16
48 18 5 1982 70 2003 18 19 2003 20 2004 2003 18 14 5 ABS PU PTA 18 2004 http://www.moeaidb.gov.tw/portal/idb/doi/htm/chinese/02-3.htm 19 20 http://www.trade.gov.tw/eai92/ 2003 OBM 2004/3/9 17
2003 2004 4 308.35 9 21 2004 22 23 1600 2003 4.54 154 2003 2003.78 59 24 4, 2004 * * ** (NT$ ) (NT$ ) ** 1 TrendMicro 1988 308.4 15.6 1276 2 ASUS 1990 277.9 744.3 35 3 Acer 1976 216.7 817.2 28 4 Master Kong 1988 120.0 n.a. n.a. 5 MAXXIS 1967 94.0 112.5 254 6 BenQ 1984 91.2 1087.0 19 7 GIANT 1972 80.9 68.8 407 8 ZyXEL 1989 73.0 74.7 388 9 D-Link 1986 71.9 197.1 137 10 ADVANTECH 1983 66.3 68.4 410 http://www.brandingtaiwan.com.tw/images/0930-3.doc * ** 2004 7 21 2003 Interbrand Interbrand 4 22 Businessweek Interbrand (The Global Brand Scoreboard) 2004 674 Businessweek Aug. 2, 2004, p.68. 2002 83 2004 125.5 21 23 2002/11/01 24 4 18
4 2004 328 B to C) Business to business (B to B OEM ODM 4.2 4 2004 OBM 25 2003 8 7 3 34.3% 5.8 415 0.5% 2004/2, D3 19
3 1980 26 1970 1972 1974 1977 1979 Schwinn 1980 Schwinn Schwinn 1895 1980 27 Schwinn 28 1980 Schwinn 29 1987 26 1980 (Shimano) The Economist (May 30 th, 2002) (2003: Ch.3) 27 (2004)Crown and Coleman (1996)Schwinn 1992 2001 28 2004/8/26 29 1980 Schwinn Schwinn, Crown and Coleman (1996:186-87) 20
1999 30 2001 31 OBM 32 15.8 OBM 33 NIKE 2004 31 92.6 2003 107 34 OBM OBM 2002 1992 80 2002 478 1995 2002 35 30 31 2001 6 Specialized 2003/9/30, 33 32 1999 33 http://gpo.pouchen.com.tw/hr/her/a1.htm, 2004/10/30, D1 34 NIKE 20 35 MIC( ) 21
(MIC) 5 1993 2002 OEM-ODM OBM 5 1997 62 2002 76 2002 77 2002 93 (OEM+ODM) 1993 1995 1997 1998 1999 2000 2001 2002 77 79 82 85 87 90 92 93 * 69 68 67 68 75 79 49 37 65 72 76 82 84 20 31 29 36 34 38 CD-ROM/DVD -ROM/CD-RW 79 37 31 37 48 62 63 36 43 50 59 69 90 87 62 64 65.1 74.6 74.3 75.9 *2000 LCD CDT (MIC) MIC 22
6 2002 23 75 4 OBM 2000 2004 36 7 (development) (research) 37 38 7 2002 36 2004/5/01 37 1998-2000 20 33 2004 38 The Economist (January 15 th, 2005, 60-63) 2003 29 8 9 2 30 23
1 12 ( / )(%) ( ) 1.4 408 ( 34) 5.2 1873 LG 4.6 588 Sharp 9.8 1524 Sony 6.4 3437 Apple 7.8 446 HP 5.9 3312 Dell 1.5 452 15.2 4307 IBM 6.2 4787 1. 12 MIC2003 131 6-2 2002 LG2001 2003 1980 1988 1990 IBM 3 24
OBM OEM-ODM 4.4 4.3 B to C B to B 10 5 20 39 39 2003/06/17 3 25
Vernon(1966) OBM OBM 40 1986 1993 2000 Businessweek Interbrand (The Global Brand Scoreboard) 41 2003 58 42 21 41 9 7 8 8 3 4 40 41 Businessweek Aug. 2, 2004, pp. 68-71, 20. 26
Gerschenkron (1962) (latecomers) (gap) 500 Fortune 2003 Fortune Global 500 500 42 189 38 (7.6) 15 11 4 3 1 43 OBM 44 1960 (chaebol) 45 1997 1997 30 46 42 Fortune, July 26, 2004, Global 500 Ranked within Countries, pp. F26-43. 43 1990 1989 44 45 Amsden (1989) 46 The Economist (April 17 th, 2003). 27
28 4.4 47 2002 8 47 (BRIC)
9 8 / -- / -- / 9 / 5. 29
30 2003 Penrose(1959/95) Lall(1992) OEM ODM ODM OBM OBM OBM 1. ODM ODM 2. OEM ODM 3.
31 4. 5. OEM OBM 6. OEM OBM 7. 8.
http://www.brandingtaiwan.com.tw/images/0930-3.doc 20047 2002 2002/11/01 262 2004Acer 2004/5/01 298 2003 2004 2003 http://www.140.136.12.12/. 2003/06/17, p.3 2003/9/30, p.33; 2004/1/8, p.31; 2004/10/30, D1 2004 http://www.moeaidb.gov.tw/portal/idb/doi/htm/chinese/02-3.htm 2003 http://www.trade.gov.tw/eai92/ MIC ITIS MIC2003a ITIS MIC2003b 1999 935 1-46 Amsden, Alice H., and Wan-wen Chu, 2003. Beyond Late Development: Taiwan s Upgrading Policies, Cambridge, Mass.: MIT Press. 2004 Amsden, Alice H., 1989. Asia s Next Giant: South Korea and Late Industrialization, Oxford: Oxford University Press. Businessweek, 2004, The Global Brand Scoreboard, The 100 Top Brands. Aug. 2nd, Businessweek, pp.68-71. Chandler, A. D. 1978, The United States: Evolution of Enterprise, in P. Mathias and M.M. Postan (eds.), The Cambridge Economic History of Europe, Vol. VII, The Industrial Economies: Capital, Labor and Enterprise, Cambridge UP, 70-133. 32
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University Press. Pitelis, C. (ed.), 1999. Special Issue on Commemorating the 40 years since the Publication of The Theory of the Growth of the Firm, Contributions to Political Economy, 18. Richardson, G.B., 1972, The Organization of Industry, Economic Journal, September, 883-96. Williamson, O. E., 1975. Markets and Hierarchies: Analysis and Antitrust Implications, NY: The Free Press. Wortzel, L.H., and H.V. Wortzel, 1981. Export Marketing Strategies for NIC and LDC-based Firms, Columbia Journal of World Business, Spring, 51-60. 34