Giants: Taiwan’s World Brand Bicycle

  • Fu-Lai Tony Yu


Taiwan’s bicycle manufacturing was virtually unknown to the world before 1980. The three largest bicycle manufacturers in the world are Derby Cycle (Germany), Schwinn (USA) and Huffy (USA) in 1980. Giant Bicycle Incorporation (Taiwan) did not become one of the top bicycle producers and brands until 1990s. During the last decades, the global bicycle industry has experienced tremendous restructuring and fluctuation. When Giant was named one of Fortune Magazine’s ‘20 best small companies in the world’ in 2001, Derby Cycle had gone into bankruptcy. Schwinn had been sold to Pacific Cycle for a mere $86 million and then acquired by Dorel Industries in 2004. Huffy went into bankruptcy for restructuring at the same time.


Marketing Strategy Initial Public Offering Original Equipment Manufacturer Incremental Innovation Industrial Technology Research Institute 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Fu-Lai Tony Yu
    • 1
  1. 1.Department of Economics and FinanceHong Kong Shue Yan UniversityHong KongPeople’s Republic of China

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