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In 1963, Taiwan's foreign trade achieved a surplus for the first time, and the economy gradually transitioned from an agricultural society to an industrial society. In 1973, Taiwan established the Industrial Technology Research Institute (ITRI) to move away from labor-intensive industries and towards technology-intensive industries. In 1974, a breakfast meeting at a Traditional breakfast on Nanyang Street in Taipei was attended by heavyweights including the Premier, the Minister of Economic Affairs, the Director General of the Telecommunications Bureau, the Minister of Transportation, the President of ITRI, the Director of the Telecommunications Research Institute, and the Director of the Radio Corporation of America (RCA) research lab. They established integrated circuit technology as a blueprint for industrial development, laying the foundation for the technological transformation of the economy.
In 1985, Morris Chang returned to Taiwan to become the third President of ITRI. In 1986, ITRI's spin-off company, Taiwan Semiconductor Manufacturing Company (TSMC), was founded, with Morris Chang proposing the innovative business model of professional contract manufacturing of integrated circuits. Today, in 2023, as ITRI celebrates its 50th anniversary, Morris Chang is not only known as the "father of Taiwan's semiconductor industry," but TSMC has become a national treasure, and even the lifeline of the global technology industry.
The government's policy leadership, combined with the research and development of innovative technologies by research institutions and industry linkages, as well as the industry's unwavering pursuit, have become the key factors driving Taiwan's economic development. Under the "second to none" philosophy of the OEM (original equipment manufacturer) model, Taiwan's economy has come a long way over the past century. However, facing the changing times and the transformation of the global economy, can Taiwan's technology industry break through the value-cost boundary, develop new blue ocean markets through strategic innovation, and nurture its own startup DNA to create new brands? This has become a focus of the Taiwanese government's attention. This thesis explores the marketing strategy development of ITRI's spin-off startups under the twists and turns of the global political and economic environment.
According to ITRI's statistics, there are 17,464 technology service companies, 513 technology transfers, and 157 new startup companies and business groups up to 2022. As of February 2023, there were already 31,743 patents. This thesis adopts three case study methods and secondary data collection to explore the marketing strategies of three ITRI spin-off startups, from the policy environment and ITRI's recent development of new startup strategies to individual case analysis. This thesis intends to generate insights that future ITRI spin-off companies can replicate this trajectory to create the most optimized and stable operational development.
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