A STUDY ON THE BUSINESS MODEL OF CO-EVOLUTION AMONG SERVICE QUALITY, INNOVATION STRATEGY AND MARKETING CONCEPT--A VIEW OF ORGANIZATION TRANSFORMATION FOR CHUNGHWA TELECOM COMPANY

Autor: Yung-chang Li, 李永昌
Rok vydání: 2010
Druh dokumentu: 學位論文 ; thesis
Popis: 98
Since the Taiwan telecommunications moved towards developing diverse services, the traditional monopoly model has been unable to meet consumers demand. In addition, to comply with the World Trade Organization (WTO) agreement on liberalizing basic telecommunications, the Directorate General of Telecommunications (DGT) and Chunghwa Telecom (CHT), responsible for regulating and operating telecommunications respectively, were formally separated in 1996 while the market was opened to various telecommunications companies in the following years, thus strengthening the service quality and competitiveness of the telecommunications market in Taiwan. This study employs a single case study methodology to examine in detail changes in service quality, innovation strategy, and marketing during organizational transformation of the case company. Findings showed that after its corporatization in 1996, the case company has passed the first phase of market testing for developing wireless communications. Following privatization, the case company has actively enhanced service quality, ensured that it is technologically advanced using various innovation strategies, and provided sophisticated services to create a competitive advantage. In continuously strengthening marketing at all levels and establishing a common view on “all-staff marketing,” the company has smoothly undergone transformation to face competition during the liberalization of telecommunications, in effect playing a leading role in telecommunications in Taiwan. Finally, this study constructs the transformation process of the case company and the business models for the equally evolving service quality, innovation strategy, and marketing. In addition, the study also provides recommendations on planning strategies for sustaining competitive advantage after transition that can serve as references for real-world applications.
Databáze: Networked Digital Library of Theses & Dissertations
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