Abstract
With the change of the global economic situation and under the trend of globalization and internationalization, the traditional Small & Medium Enterprises (SMEs) have faced great challenges. Due to the above reasons, the entrepreneurs of SMEs are aggressively seeking opportunities in transformation to make their business sustainability. In the meantime, recent years, in order to improve national competitiveness, the government has aimed to develop cultural and creative industry was founded on the rich cultural heritage in Taiwan. Under the impact of the “transformation” and the great boom of the “cultural and creative industry”, the Lam Sam Yick Writing Brush & Ink Expert, manufacturer of traditional writing brush express motivation to use its core competency heritage for centuries to change the declining brand into a new life. This study aim to find out the key success factors required for traditional SMEs shifting into Cultural & Creative Industry based on Lam Sam Yick Writing Brush & Ink Expert as a case study for subsequent academic research and industrial operation reference. The study is analyzed by adopting the secondary data analysis research method, factors examined include the following: 1. Quality 2. Core Technology 3. Entrepreneur’s Motivation 4. Product Attributes 5. Advertising Effectiveness