TY - JOUR
T1 - From OEM to brand name enterprise
T2 - The transformation of the after-sale service of MiTAC, Inc.
AU - Tsai, Min-Jen
PY - 2009/4
Y1 - 2009/4
N2 - The personal computer has gradually become a commodity product which yields very slim profits for a long-time Original Equipment Manufacturer (OEM) company like MiTAC. Therefore, it is a challenge to transform its business model in this competitive business era. This paper describes how MiTAC transforms its customer service from a pure OEM company into a brand name enterprise, where the after-sale infrastructure improves the existing legacy system and integrates modern information techniques. We have found that the technical enhancement, the customers' expectation and the corporate strategy have been significantly communicated and leveraged into a sound custom relationship management system.
AB - The personal computer has gradually become a commodity product which yields very slim profits for a long-time Original Equipment Manufacturer (OEM) company like MiTAC. Therefore, it is a challenge to transform its business model in this competitive business era. This paper describes how MiTAC transforms its customer service from a pure OEM company into a brand name enterprise, where the after-sale infrastructure improves the existing legacy system and integrates modern information techniques. We have found that the technical enhancement, the customers' expectation and the corporate strategy have been significantly communicated and leveraged into a sound custom relationship management system.
KW - After-sale service
KW - Branding
KW - CRM
KW - OEM
KW - Original equipment manufacturer
KW - Technical support
UR - http://www.scopus.com/inward/record.url?scp=64549127839&partnerID=8YFLogxK
U2 - 10.1504/IJSTM.2009.024572
DO - 10.1504/IJSTM.2009.024572
M3 - Article
AN - SCOPUS:64549127839
SN - 1460-6720
VL - 11
SP - 390
EP - 410
JO - International Journal of Services, Technology and Management
JF - International Journal of Services, Technology and Management
IS - 4
ER -