In recent years, Taiwanese OEM/ODM companies in ICT industries have tried to transform from subcontractors to buyers. These companies nearly follow the OEM-ODM-OBM growth path. However, to date, there has been relatively little research conducted on marketing activities of OEM/ODM and OBM model. Therefore, the aim of this article attempts to realize that how Taiwanese branding companies do the different marketing activities to success in the more competitive environment. We classify the marketing activities from theories into 14 categories, including product, services, relationship marketing, global marketing, etc. The method to carry out this study is using case study research. We review the history of three Taiwanese companies, including Quanta, ASUS, and HTC, and focus on their marketing activities.
Results of this study show the similarities of marketing activities among the OEM/ODM and OBM stage in these companies respectively. Moreover, we conclude three important suggesting implications in different stages for those OBM-to-be companies.

CHAPTER 1: Introduction 1
CHAPTER 2: Literature Review 5
2.1 OEM-ODM-OBM in Taiwan 5
2.2 Marketing activities 8
CHAPTER 3: Research Methodology 12
3.1 Research Design 12
3.2 Research Procedure 13
3.3 Case Selection 15
3.4 Data Collection 17
CHAPTER 4: Analysis and Results 18
4.1 Within-Case Analysis 19
4.1.1 Case 1: Quanta 19
4.1.2 Case 2: ASUS 24
4.1.3 Case 3: HTC 31
4.2 Cross-Case Analysis 36
CHAPTER 5: Conclusions 40
CHAPTER 6: References 44

Borden, N. H. (1984). "The Concept of the Marketing Mix." Journal of Advertising Research 2: 7-12.
Dunn, M., S. Birley, et al. (1986). "The Marketing Concept and the Smaller Firm." Marketing Intelligence & Planning 4(3): 3-11.
Eisenhardt, K. M. (1989). "Building Theories from Case Study Research." The Academy of Management Review 14(4): 532-550.
Glaser, B. and A. Strauss (1967). The discovery of grounded theory: strategies for qualitative research, AldineTransaction.
Hobday, M. (1995). Innovation in East Asia: The Challenge to Japan, Edward Elgar Publishing.
Kotler, P. (1967). Marketing management: analysis, planning, and control, Prentice-Hall.
Kotler, P. and G. Armstrong (2010). Marketing: An Introduction: Global Edition, Pearson Education, Limited.
Lee, K. (2005). Making a Technological Catch-up: Barriers and Opportunities. the 2005 Asialics Conference. Jeju, Korea.
Mathews, J. (2003). "Competitive dynamics and economic learning: an extended resource-based view." Industrial and Corporate Change 12(1): 115-145.
McCarthy, E. J. (1960). Basic marketing : a managerial approach. Homewood, Ill., Irwin.
McNamara, C. P. (1972). "The Present Status of the Marketing Concept." Journal of Marketing 36(1): 50-57.
Miles, M. B. and A. M. Huberman (1984). Qualitative data analysis : a sourcebook of new m Huberman. Beverly Hills, Sage Publications.
Shih, W., C. Shih, et al. (2008). Quanta Computer and the One Laptop per Child Initiative. HBS Cases.
Shih, W., H. Yu, et al. (2009). Transforming ASUSTek: Breaking from the past. HBS cases.
Siu, W.-s. (2002). "Marketing activities and performance: A comparison of the Internet-based and traditional small firms in Taiwan." Industrial Marketing Management 31(2): 177-188.
Wong, P. K. (1999). National Innovation Systems for Rapid Technological Catch-up: An analytical framework and a comparative analysis of Korea, Taiwan and Singapore. The 1999 DRUID Summer Conference on National Innovation Systems, Industrial Dynamics and Innovation Policy.
Wortzel, L. H., Wortzel, H.V. (1982). "Export Marketing Strategies for NIC and LDC-Based Firms." The International Executive 24(1): 18-20.
Yin, J. (2008). "Experience of design management in Taiwan." China-USA Business Review 7(2): 54-57.
Yin, R. K. (1981). "The Case Study Crisis: Some Answers." Administrative Science Quarterly 26(1): 58-65.
Yin, R. K. (2009). Case study research : design and methods. Thousand Oaks, Calif., Sage Publications.
Yoffie, D. and R. Kim (2009). HTC Corp. in 2009. HBS Cases.
丘宏昌、謝依靜 (2008). 華碩電腦股份有限公司－Eee PC（A）. 台灣個案管理中心.
伍忠賢 (2006). 華碩馬步心法: 施崇棠的策略雄心. 臺北市, 五南圖書出版有限公司.
伍忠賢 (2007). 宏達電股王捍衛戰: 王雪紅的慧眼雄心. 台北市, 五南圖書出版有限公司.
李欣岳 (2002). "我看麥可〃戴爾與他的8個臺灣親密戀人--專訪前戴爾亞太區IPO總經理方國健:談Dell與廣達、鴻海、仁寶、臺達電、緯創...共創的世界第一故事." 數位時代(33期): 頁54-61.
李秋慧 (1986). 臺灣廠商國際化下之品牌策略：產業條件與自創品牌之個案分析. 商學研究所, 國立台灣大學. 碩士.
周芳苑 (1999). 華碩傳奇: 施崇棠與華碩四傑創業兩千億紀事, 商訊文化事業股份有限公司.
官振萱 (2003). 林百里給部屬造雲霄飛車. 天下雜誌. 289: 94-102.
林士庭 (2002). OEM、ODM與自有品牌下研發管理人力型態的探討-以掃描器產業為例. 工業工程與工程管理學系, 國立清華大學. 碩士: 152.
林宏文 (2004). 華碩兵法. 今周刊. 410: 58.
林妏珊 (2006). 以動態能力觀點探討友訊如何解決品牌與代工之衝突. 科技管理研究所, 國立清華大學. 碩士: 122.
林義凱 (2004). "心的華碩." 數位時代 94: 50-55.
施振榮 (2004). 再造宏□：開創、成長與挑戰, 天下文化.
洪清德 (2004). "使命感，客戶網路和供應商網路：影響我國電子資訊產業代工和自創品牌策略抉擇因素的探討." 管理學報 21(4): 451-476.
突破雜誌編輯部 (2006). 2006消費者心目中理想品牌大調查. 突破雜誌: 12-51.
徐婉萍 (2004). 自有品牌開發對客戶權益的影響分析–以電腦代工業為例. 國際貿易學系, 東吳大學. 碩士: 96.
莊承愷 (2008). 從產品創新與產品改良的角度來看台灣高科技產業的策略演進. 國際企業研究所碩博士班, 國立成功大學. 碩士: 40.
莊素玉、黃靖萱 (2005). 林百里：不努力，就滅亡. 天下雜誌. 315.
陳更生、林唐裕 (1989). "OEM？還是自創品牌？：從海外設廠談我國中小企業最適品牌策略." 臺灣經濟研究月刊 12卷(2期總號134): 頁44-48.
陳怡臻 (2009). 探討企業從OEM轉型到OBM在產品開發設計管理之差異. 設計研究所, 國立臺灣科技大學. 碩士: 145.
曾志超 (2010). 終結悲慘的代工現況. 工商時報.
黃仁律 (2008). 探討宏達國際電子建構品牌之過程：一個個案研究. 科技管理研究所. 新竹市, 國立清華大學. 碩士: 112.
黃亦筠 (2009). 筆電之後是什麼？林百里：我不去藍海，我去雲端. 天下雜誌. 433: 204-207.
黃蕙娟 (1989). 臺灣企業國際上自創品牌策略之研究. 企業管理學系, 國立政治大學. 碩士: 147.
劉秀美 (1993). 台灣自行車產業品牌化決策之研究. 企業管理研究所, 國立政治大學. 碩士.
蔡崇祺 (2005). 從全球代工產業到國際品牌經營的策略研究-Acer 轉型和國際化個案分析. 國際企業管理組, 臺灣大學. 碩士: 112.
蔡漢章 (2005). 代工廠商與品牌商動態協力合作演進之研究—筆記型電腦產業中價值能力移轉個案探索. 資訊管理研究所. 桃園縣, 國立中央大學. 碩士: 126.
蔡靜怡 (1996). 我國廠商國際自創品牌策略之研究. 國際企業學系, 國立台灣大學. 碩士: 126.
蔡豐賜 (2005). "揭品牌代工迷思 尋品牌與代工共生共榮之道." 財訊 276: 18-20.
戴國良 (2006). 策略管理實務個案分析, 五南圖書出版有限公司.
謝宏仁、吳奎克 (2008). "超越代工困境：資訊產業之品牌OBM策略引領希望或幻影？." 遠東學報 25(4): 595-607.
曠文琪 (2003). 銀豹策略 搶佔全台前五大NB廠. 工商時報.