Abstract
This research studies the business strategy and value process of a fabless IC design company for R&D, production, and marketing process integration. The purpose of business process is value creation for customers. With the technology of IC design and manufacture progressing along the varied requirements from customers, the technologies have been changing to follow the requirements. The evolution of the technology platform has changed the method and strategy for integrating R&D, production and marketing (RPM). By capturing the drivers to reduce cost and to create value, the value processes are aligned and integrated to reduce the resource waste, while to increase the quality of products and services. In this research, we use a fabless IC design company as an example to verify the process integration: first, to make sure the value of products and customers to start the R&D with the use of activity based cost and value system; then, to assess the value of RPM to align the RPM process. By way of case company's product line changes along the evolution of technology platform, we observed the changes in RPM strategy and re-engineering for improved business process value.The research shows that IC design enterprise could adopt and verify the RPM strategy to fulfilled customer’s requirements. Therefore, the enterprise could use the results as the base to re-organize the team and re-engineer the overall business processes to achieve better performance and to provide higher value and better quality of service.