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Amtran Technology Case Study

Case | HBS Case Collection | December 2012 (Revised March 2015)

AmTran Technology Ltd.

Willy Shih, Jyun-Cheng Wang and Karen E. Robinson

As an original design manufacturer (ODM) of television sets and leading supplier to Vizio, a market leader in the U.S. for LCD flat panel TVs, AmTran Technology Ltd. uses what founder Alpha Wu describes as a "WE" model in which western companies perform sales, marketing, and product definition work, while eastern companies in Asia like his perform the engineering and manufacturing work. Confronted with commoditization pressure, Wu is presented with the opportunity to license a major TV brand. Is this consistent with his model? The case explores the changes that have taken place in the consumer television receiver market and the challenges faced by leaders of the analog market like Sony. It is intended for use with the technical note, "Competency-destroying Technology Transitions: Why the Transition to Digital is Particularly Challenging," HBS No. 613-024.

Keywords: modularity; technology transitions; analog; digital; television; TV; flat-panel; ATSC; NTSC; video; Global Strategy; Innovation and Management; Innovation Leadership; Innovation Strategy; Technological Innovation; Growth and Development Strategy; Product Development; Product Design; Supply Chain; Business Strategy; Competitive Strategy; Technology Adoption; Technology Platform; Electronics Industry; Taiwan; United States; Japan;

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