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(Revised from original 2003 version)
Flextronics International, Ltd.
Describes Flextronics' evolution from providing outsourced manufacturing services for original equipment manufacturers (OEMs) in the electronics industry to developing entire unbranded products for purchase by OEMs. In 2001, Flextronics began a development program that yielded several unbranded cell phones that--even by the admission of several OEMs--delivered performance comparable to that of branded products at a significantly lower cost. Nonetheless, as of early 2003, no major OEM had yet agreed to purchase any of these phones from Flextronics. As chairman and CEO of Flextronics, Michael Marks must decide how aggressively to pursue full product development.
Keywords: Growth and Development Strategy;
Huckman, Robert S., and Gary P. Pisano. "Flextronics International, Ltd." Harvard Business School Case 604-063, April 2010. (Revised from original November 2003 version.)