From OEM to brand name enterprise: The transformation of the after-sale service of MiTAC, Inc.

Min-Jen Tsai*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

The personal computer has gradually become a commodity product which yields very slim profits for a long-time Original Equipment Manufacturer (OEM) company like MiTAC. Therefore, it is a challenge to transform its business model in this competitive business era. This paper describes how MiTAC transforms its customer service from a pure OEM company into a brand name enterprise, where the after-sale infrastructure improves the existing legacy system and integrates modern information techniques. We have found that the technical enhancement, the customers' expectation and the corporate strategy have been significantly communicated and leveraged into a sound custom relationship management system.

Original languageEnglish
Pages (from-to)390-410
Number of pages21
JournalInternational Journal of Services, Technology and Management
Volume11
Issue number4
DOIs
StatePublished - 1 Apr 2009

Keywords

  • After-sale service
  • Branding
  • CRM
  • OEM
  • Original equipment manufacturer
  • Technical support

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