| dc.description.abstract | Since 2011, the touch panel industry has evolved from small size to medium and large size, and from resistive touch panel to projective capacitive touch panel due to the increasing demands of smart phone and tablet and the promotion of new Windows 8 of Microsoft. Touch panel companies also serve E-book, medical equipment, vehicle system, and industry computer as new niche markets in recent touch panel industry.
This study aims to understand how Taiwanese touch panel companies to gain competitive advantages in the touch panel industry. We conduct a case study on E Company and analyze the case with Porter’s five forces analysis, SWOT analysis, and Hill and Jones’s theoretical perspective.
The results show that companies in the touch panel industry are increasing their manufacturing capacity in order to reduce costs and increase market shares, but the overall capacity of the touch panel industry has been oversupply. We suggest that not only do companies need to enhance vertical integration, reduce product costs, increase yield rate and efficiency, but also refine their business model and strategy out of box. For E Company, several weaknesses have to be resolved, including diseconomies of production scale, less capital and funding problems. We suggest that E Company can close its factories and focus on patent licensing. E Company can utilize its R&D capability to create new products, technologies, materials, manufacturing processes, and patents. These can help the company engage in a new business model that focuses on patent licensing, resulting in competitive advantage. | en_US |