Kenny Lin and Thermaltake—Branding Strategy and Product Innovation

Abstract

While Asia-pacific region has been playing more and more important role in the world economy, to manage or to be managed in supply chain globalization? Mr. Kenny Lin chooses a remarkable way for his business, Thermaltake Corporation, unlike most IT corporations in the region of Taiwan. On the way to pursue his branding aspiration, he chased the opportunities with insight into customer needs, but also experienced difficulties, doubt, challanges and failure, and may experience more in the furure. This case, through Thermaltake establishment and development, studies his sucessful entreprenuership practices on business context analysis and forcasting, company management and  open innovation in products.