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From Contract Manufacturing to Own Brand Management: The Role of Learning and Cultural Heritage Identity

Published online by Cambridge University Press:  02 February 2015

Ching Horng  and
Wayne Chen
Ching Horng
Affiliation:
Chung Cheng University
Wayne Chen
Affiliation:
Jabil Green Point, Taiwan
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Abstract

While the contract manufacturers in Taiwan take orders from their brand-name buyers, some of them have started to move up to own brand management (OBM). This study examined three factors contributing to the performance of OBM: learning from the key buyer, learning from the key subsidiary and the focal firm's own cultural heritage identity. We found learning from the key subsidiary and one's own cultural heritage identity related positively to OBM performance. Further, there is a counterintuitive negative moderating effect of identity on the relationship between learning from the key buyer and OBM performance. Although preliminary, our results suggest that partners with asymmetric power relationships are prime candidates for future studies to explore the role of identity and pride.

Keywords

buyer learningcultural heritage identityown brand managementsubsidiary learning自创品牌文化传统认同感客户学习子公司学习
Type
Articles
Information
Management and Organization Review , Volume 4 , Issue 1 , March 2008 , pp. 109 - 133
Copyright
Copyright © International Association for Chinese Management Research 2008

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