This thesis focuses on the new business model (Direct ODM model). In a freely competitive market, when there are too many suppliers in a market, there will be in a price war between suppliers. And now, there are many suppliers in the existing ODM market and they are competing with each other. The gross profit of traditional ODM manufacturer has been in the low-end for a long time, Whether the Direct ODM Model can enable companies to increase profits and bring new profit opportunities. This is a key topic of this research.
When a company's territory wants to extend to a new field, it must have sufficient resources to support the company to move in this direction, this resource can be financial resources. For the ODM manufacturer, the R&D will be the key ability. This research will explore successful cases and base on the RBV theory (resource-based theory) to understand whether the new business model can be used Enterprises bring higher gross profit margins. Discuss how managers catch the opportunity of transformation and are willing to move beyond the traditional ODM manufactuer to the Direct ODM business model.
