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From Contract Manufacturing to Own Brand Management: The Role of Learning and Cultural Heritage Identity

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  • Horng, Ching
  • Chen, Wayne

Abstract

While the contract manufacturers in Taiwan take orders from their brand-name buyers, some of them have started to move up to own brand management (OBM). This study examined three factors contributing to the performance of OBM: learning from the key buyer, learning from the key subsidiary and the focal firm's own cultural heritage identity. We found learning from the key subsidiary and one's own cultural heritage identity related positively to OBM performance. Further, there is a counterintuitive negative moderating effect of identity on the relationship between learning from the key buyer and OBM performance. Although preliminary, our results suggest that partners with asymmetric power relationships are prime candidates for future studies to explore the role of identity and pride.

Suggested Citation

  • Horng, Ching & Chen, Wayne, 2008. "From Contract Manufacturing to Own Brand Management: The Role of Learning and Cultural Heritage Identity," Management and Organization Review, Cambridge University Press, vol. 4(1), pages 109-133, March.
    • Handle: RePEc:cup:maorev:v:4:y:2008:i:01:p:109-133_00
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    Cited by:

    1. Jing Yang & Frank Tipton & Jiatao Li, 2011. "A review of foreign business management in China," Asia Pacific Journal of Management, Springer, vol. 28(3), pages 627-659, September.
    2. Christopher Williams & Ana Colovic & Jiqing Zhu, 2016. "Foreign Market Knowledge, Country Sales Breadth And Innovative Performance Of Emerging Economy Firms," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(06), pages 1-25, August.
    3. Meneses, Raquel & Quelhas Brito, Pedro & Coelho Gomes, Paulo, 2016. "From offshore-provider to brand creator: fsQCA of footwear industry," Journal of Business Research, Elsevier, vol. 69(11), pages 5540-5546.
    4. Song Yang & Bruce W. Stening, 2013. "Mao Meets the Market," Management International Review, Springer, vol. 53(3), pages 419-448, June.

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