A Teaching Case Study: Innovation, Product Development, and Organizational Transformation at the Sunnic Group

The following teaching case study details an exciting and modern case of an integrated circuit distribution company in Taiwan (the Sunnic Group) as it transitions through several major innovation initiatives creating new products and a new role for itself in the industry while simultaneously fending off market forces, competition, and degrading profits. This case study delivers important lessons about conducting innovation via four major areas. The first area details how market forces, intense competitions, entry barriers, and corporate growth can create situations where innovating on a large scale has strong advantages over the alternatives. The second area shows how theories on innovation and customer value propositions are used to create realistic strategies for new products and feasible plans for organizational change. Topics like knowledge management, creating new capabilities, and key performance indicators are discussed. Next, the actual implementations of several innovation initiatives are explain...

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