Word: mitac
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Dates: during 2000-2009
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...have the courage or commitment to do branding," says Ereca Chen, co-founder of Taipei-based Atelligent Global Consulting. "It's hard for them to take that first step." The companies that do sell products under their own names often stick to tiny markets or small-time campaigns. Mitac International, which manufactures a wide range of PC gear, limits its branding efforts to PDAs with built-in global-positioning systems. Asustek Computer, which sells notebooks under the Asus name, shuns expensive sports sponsorships and concentrates on advertising in PC specialty magazines to reach a geek audience. "If you compare...
...Taiwan doubts Lee's chutzpah?Mitac's president Billy Ho praises him as "full of courage"?but a turnaround will take more than guts. Lee must repair the German unit while tussling with Nokia, Motorola and Samsung for global market share. Even Lee admits that how successfully he integrates his new handset business "will determine the destiny of BenQ." But the reality for BenQ and the other Taiwan tech outfits is that high-risk ventures may offer the best chance at survival. "They realize they have to do something very drastic," says IDC's Pulskamp. For Taiwan, it's take...
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