This report will provide a deep view of one of the most known Taiwanese companies called Asus as well as some, in my opinion the most interesting, short comments on other Taiwanese companies I visited during my MBA exchange study in Taiwan. The major purpose for the course “Case Studies” was to understand the major trends in Taiwan´s economic and trade development and investigate the business environment and practices.
Table of Contents
1. Overview
2. ASUSTeK Computer Inc.
2.1. History
2.2. Corporate Culture
2.3. Products and Services
2.4. Comments on the business strategy
2.5. SWOT
2.6. Conclusion and suggestions
3. Impressions on visited companies
3.1. Kaohsiung export processing zone administration
3.2. Brother Taiwan
3.3. German Trade Office (AHK)
3.4. Hsinchu Science Park
3.5. Accton Technology Corp.
Objectives & Topics
This report aims to provide a comprehensive insight into the operations, strategy, and corporate culture of ASUSTeK Computer Inc., while also documenting observations from various Taiwanese companies and economic zones visited during an MBA exchange program to better understand Taiwan's evolving business environment.
- Analysis of ASUS’s corporate history, structure, and strategic business initiatives.
- Evaluation of ASUS’s internal values, innovation processes, and market position via SWOT analysis.
- Examination of the industrial ecosystem in Taiwan, including the role of Export Processing Zones.
- Assessment of operational practices in multinational organizations such as Brother Taiwan.
- Review of the technological landscape provided by the Hsinchu Science Park and companies like Accton.
Excerpt from the Book
2.2. Corporate Culture
The ASUS brand is founded on four core values known as ASUS DNA. ASUS DNA comprises “the 5 ASUS Virtues of Humility, Integrity, Diligence, Agility and Courage”, “Focus on Fundamentals and Results”, “Innovation and Aesthetics” and “Lean Thinking”. In order to achieve the vision, the employees are encouraged to practice and develop these four foundational “genes”. The vision and the “genes” will be described in the following paragraphs.
2.2.1. Values/Virtues
ASUS places great importance on employee virtues. Five characteristics have been identified as key to the smooth development of processes and relationships. The five ASUS virtues are:
2.2.1.1. Humility
• Show gratitude and have sincere respect for others
• Internalize the company’s processes and possess strong team spirit
• Be sincerely introspective; when facing problems, look into areas of personal responsibility first without blaming others
• Continuously strive for self-improvement with strong self-motivation
Summary of Chapters
1. Overview: This chapter introduces the scope of the report, detailing the motivation behind the study and providing an initial look at the key Taiwanese entities examined during the author's MBA exchange.
2. ASUSTeK Computer Inc.: This chapter provides a deep dive into ASUS, covering its history, corporate culture based on "ASUS DNA," product portfolio, and a critical SWOT analysis regarding its future market strategy.
3. Impressions on visited companies: This section details site visits to key industrial and commercial hubs, including the Kaohsiung Export Processing Zone, Brother Taiwan, the German Trade Office, Hsinchu Science Park, and Accton Technology, highlighting their specific economic and operational contributions.
Keywords
ASUS, Taiwan, MBA, Corporate Culture, SWOT Analysis, Export Processing Zone, Hsinchu Science Park, Business Strategy, Innovation, Manufacturing, Electronics Industry, Technology Management, Networking, Global Operations, Industrial Policy.
Frequently Asked Questions
What is the primary focus of this report?
The report provides a deep-dive case study of ASUS and captures observations on various other significant Taiwanese companies and industrial zones visited during an MBA exchange program.
What are the central themes covered in the case study?
Key themes include corporate organizational structure, the importance of corporate culture (ASUS DNA), strategic market positioning, and the role of government-backed science parks in Taiwan's economic development.
What is the research goal of this work?
The goal is to understand the major trends in Taiwan’s economic and trade development and to investigate the specific business environment and operational practices of leading local and multinational firms.
Which scientific methods were applied?
The work utilizes qualitative case study research, direct site visits (empirical observation), and secondary data analysis (SWOT analysis) to evaluate corporate and regional performance.
What topics are addressed in the main body?
The main body examines ASUS's internal virtues and management principles, its product range, and its market challenges, followed by detailed summaries of site visits to companies like Brother Taiwan and Accton.
Which keywords characterize this document?
Relevant keywords include ASUS, Corporate Culture, SWOT Analysis, Taiwan Business Environment, Innovation, and Industrial Science Parks.
How does ASUS attempt to differentiate itself in the market?
ASUS focuses on technological innovation, "green-light" brainstorming sessions, and a corporate culture that emphasizes specific virtues like humility and agility to foster continuous improvement.
What specific advantages do Taiwan's Export Processing Zones offer?
These zones offer tax incentives, automated customs clearance, specialized industrial infrastructure, and strategic geographical advantages to attract international and domestic manufacturing firms.
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- Alexander Rembecki (Autor:in), 2010, Taiwan - Economic trends and trade development, München, GRIN Verlag, https://www.hausarbeiten.de/document/164941
