Case | HBS Case Collection | September 2008 (Revised October 2012)

Tong Lung Metal Industry Co., Ltd.

by Willy C. Shih, Chintay Shih, Chen-Fu Chien, Ho Howard Yu and Yu-Shian Chiang

Abstract

Develop its own branded line, or continue as an original design manufacturer (ODM)? Tung Lung Metal Industries Co. Ltd. is a Taiwanese maker of door lock hardware that is faced with the question of whether to continue to focus on its ODM business or start placing more emphasis on its own brand development and growth in global markets. The case explores the bumpy history of the company and raises questions around the downstream consequences of global outsourcing strategies.

Keywords: Globalized Markets and Industries; Job Cuts and Outsourcing; Brands and Branding; Corporate Strategy; Industrial Products Industry; Taiwan;

Citation:

Shih, Willy C., Chintay Shih, Chen-Fu Chien, Ho Howard Yu, and Yu-Shian Chiang. "Tong Lung Metal Industry Co., Ltd." Harvard Business School Case 609-034, September 2008. (Revised October 2012.)