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Case
| HBS Case Collection
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2012
Quietly Brilliant: Transformational Change at HTC
by
Michael L. Tushman and Kerry Herman
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Abstract
The case examines smartphone maker HTC's 2006 decision to become a branded company. The case focuses on the cultural and organizational shifts HTC underwent to successfully make the transition from an ODM, founded in 1997, to a leading branded manufacturer (7% market share of smartphones in 2010), with the adoption of the tagline: "Quietly Brilliant." Significant challenges considered in the case include: transitioning HTC from a Taiwanese to a global firm, developing and maintaining a functioning global structure, building a sales and marketing force, and finding the right cultural balance between eastern and western capabilities.
Keywords: Globalized Firms and Management;
Organizational Structure;
Cross-Cultural and Cross-Border Issues;
Telecommunications Industry;
Taiwan;