| HBS Case Collection
(Revised from original 2012 version)
AmTran Technology Ltd.
As an original design manufacturer (ODM) of television sets and leading supplier to Vizio, a market leader in the U.S. for LCD flat panel TVs, AmTran Technology Ltd. uses what founder Alpha Wu describes as a "WE" model in which western companies perform sales, marketing, and product definition work, while eastern companies in Asia like his perform the engineering and manufacturing work. Confronted with commoditization pressure, Wu is presented with the opportunity to license a major TV brand. Is this consistent with his model? The case explores the changes that have taken place in the consumer television receiver market and the challenges faced by leaders of the analog market like Sony. It is intended for use with the technical note, "Competency-destroying Technology Transitions: Why the Transition to Digital is Particularly Challenging," HBS No. 613-024.
Innovation and Management;
Growth and Development Strategy;
Shih, Willy, Jyun-Cheng Wang, and Karen E. Robinson. "AmTran Technology Ltd." Harvard Business School Case 613-069, February 2013. (Revised from original December 2012 version.)