Abstract
We are able to analyze how a new GPS(Global Positioning System) company is able to create business values with effective strategy such as entrepreneurship and innovation against strong competition from market, through study of the case company selected by the researcher, which is a new start-up company located in Hsinchu Science Industrial Based Park.The purposes for this research are as follows:--1. Scrutinize associated reports and literatures, to analyze and summarize entrepreneurship, innovation and business fulfillment.2. Pore over global and Taiwan GPS industry status and transaction information to realize the chances and challenge for a new GPS company.3. Share a new IC design house successful business model and strategy by using entrepreneurship and innovation.Summaries of the research are as follows--1. GPS industry is an emerging market, as well as a knowledge-based economy activity. Innovation and creativity are the key to success.2. Small companies with the innovation thoughts, sell more convenient and cheaper products, as well as provide for the new potential customers or not-picky customer groups., “Cutting into entry-level segment” would be a workable strategy for GPS new start-up firms while competing against advanced competitors on the market.3. The case company as a newly start-up Taiwan GPS IC design company, facing the big and advanced competitors, takes new technologies and innovations as the core competition, to form her management strategy and to work up entrepreneurship. Out of conflict from those bigger advanced GPS firms, the case company has found its business position onto the niche market, also successfully expanded the company, and created capability for profits.