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Under the trend of global competition, the enterprise has to keep creating its own value through innovation to increase the benefit and build organizational competences. The traditional sources of value innovations are from technical advances and customer service, but nowadays increasing the brand equity is the key factor to improve the business performance and exalt enterprise value.
The structure of the whole society has emerged into a 'M-shape' distribution. Both the emergence of the 'M-shape society' and the global financial crisis seriously hit the global market, and all the enterprises have suffered much pressure and loss. In this thesis we propose a strategy to Taiwan’s high-tech industry, and expect it can break through the difficult position by building brand.
Brand management is well recognized as an important topic of the enterprise. To gain competitive advantage and create enterprise value, Taiwan’s high-tech industry should put more emphasis on building brand. Through good brand image, the enterprise could deliver its value to the customers to breeds loyalty.
Comparing all the industries, we find that the fashion industry has the best financial performance. The value the fashion brand creates from approximately 1 billion US dollars to 10 billion US dollars. Therefore, in this thesis, we take fashion industry as brand-building lead user to Taiwan’s high-tech industry. We analyzed the lead user process and the power of analogy to set up the cross-industry lead user model to show that the different industries can be inspired by each other's innovative experience and improve the enterprise value.
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