Case | HBS Case Collection | July 2008 (Revised September 2009)

ASUSTeK Computer Inc. Eee PC (A)

by Willy C. Shih, Chintay Shih, Hung-Chang Chiu, Yi-Ching Hsieh and Ho Howard Yu

Abstract

ASUSTek Computer was the world's largest manufacture of PC motherboards, yet when it tried to launch its new sub-notebook Eee PC, the organization faced challenges in doing things outside of its established processes. Though many of the team members had worked together for years, they had to find new ways of working as they tried to launch the new mobile Internet device category without undermining its existing notebook PC business.

Keywords: Change Management; Disruptive Innovation; Product Launch; Groups and Teams; Hardware; Mobile Technology; Technology Industry;

Citation:

Shih, Willy C., Chintay Shih, Hung-Chang Chiu, Yi-Ching Hsieh, and Ho Howard Yu. "ASUSTeK Computer Inc. Eee PC (A)." Harvard Business School Case 609-011, July 2008. (Revised September 2009.)