|dc.description.abstract||The issue of the deployment of international enterprises in the globalization of R&D has been gradually discussed in recent years, mainly by the fierce market competition, and the continuous refinement and innovation of technology to lead multinational corporation must start to actively expand their R&D base, new products from R&D to the market, and through the acquisition of new information and cooperation with new technologies to establish the long-term competitive advantage.
The case company is a German enterprise, has been established for 352 years, the group′s territory has been spread around the world, corporate revenue is also increasing year by year. This paper aims to study its international R&D management model, based on the relevant literature research. To explore the German centennial enterprise’s R&D organization transformation and development trajectory, from the R&D hub to a highly decentralized integrated R&D network model to establish an efficient communication of R&D organization. For the three perspectives of the globalization of R&D of multinational corporations as the research of motivation, strategy and organization are used to analyze the formation of motivation through R&D strategy development to R&D network development as a reference for decision-making for R&D development and to establish an efficient network of internal and external R&D organizations.
The case company belongs to liquid crystal display’s industry and the change of the market in recent years is very fast, to be faced with Japan′s depression and the rise of Mainland China and South Korean panel makers have announced to exit LCD display market. To adopt the advantages of Taiwan′s R&D units to consolidate the competitiveness of Taiwan′s customers, meanwhile, to get rid of the competition from peer competition. Customers have made timely R&D transformations in response to market shifts, and the case company also announced the launch of a five-year transformation program as ＂Bright Future＂ since 2018 to adapt to new market changes and meet customer needs. “Bright Future” program provides the basis for sustained operational growth, in addition to generate attractive profits and remaining competitive.
This study found that in the study of motivational wise, in order to be closer to the customer and understand the local market demand, and jointly develop technology with the customers. In the study of strategy wise, the establishment of a product development strategy is to focus on the market and gradually accumulate the ability of specific basic research. In the study of organization wise, integrated organization is the best type of R&D, while considers the existing customers and new market development. There are many enterprises have developed a similar R&D organization to utilize and strengthen local advantages and combine professionalization and integration as well. To dominate the initiative of R&D to establish a high performing R&D team.||en_US|