Publications
Publications
- June 2009 (Revised November 2010)
- HBS Case Collection
HTC Corp. in 2009
By: David B. Yoffie and Renee Kim
Abstract
Taiwan-based HTC Corp. had emerged as the world's fourth largest smartphone manufacturer by 2009. CEO Peter Chou was extremely proud of the remarkable achievements his company had made over the last 12 years since starting off as an unknown manufacturer of PDAs for other companies. Yet Chou faced several decisions in order to move his company forward. Competition for high-end, sophisticated mobile devices was intensifying as HTC faced big name players such as Nokia, Apple, and Samsung Electronics. Many companies were offering their own application stores. What did HTC have to do to become a more powerful global brand? Where should HTC participate in the value chain in one of the most exciting, innovative product categories in the technology world?
Keywords
Global Strategy; Growth and Development Strategy; Brands and Branding; Product Positioning; Competitive Advantage; Mobile Technology; Telecommunications Industry; Taiwan
Citation
Yoffie, David B., and Renee Kim. "HTC Corp. in 2009." Harvard Business School Case 709-466, June 2009. (Revised November 2010.)