Abstract
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.