Develop own brand product line, or continue as an original design manufacturer (ODM)? Tung Lung Metal Industries Co., Ltd. is a Taiwanese manufacturer of door lock hardware that is faced in global markets with the question of whether they continue to focus on its ODM business or start placing more emphasis on its own brand development and growth. The case explores the bumpy history of the company and raises questions about the downstream effects of global outsourcing strategies.

Develop own brand product line, or continue as an original design manufacturer (ODM)? Tung Lung Metal Industries Co., Ltd. is a Taiwanese manufacturer of door lock hardware that is faced in global markets with the question of whether they continue to focus on its ODM business or start placing more emphasis on its own brand development and growth. The case explores the bumpy history of the company and raises questions about the downstream effects of global outsourcing strategies.
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from
Willy Shih,
Chintay Shih,
Yu-Shian Chiang,
Chen-Fu Chien,
Howard H. Yu
Source: Harvard Business School
14 pages.
Release Date: 2 September 2008. Prod #: 609 034 PDF-ENG
Tong Lung Metal Industry Co., Ltd. HBR case solution