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Abstract
Taiwanese electronics and computer products are well respected by consumers globally. This study examines local electronics and computer enterprises to identify the product development strategies applied to deal with global competition and attain competitive advantage. Based on questionnaire results, product development strategic groups were categorised for the Taiwanese electronics and computer industry in response to global competition. In total, 48 products developed by these strategic groups were analysed in terms of the relationship between product development strategies and product design issues. The results demonstrated that enterprises in different strategic groups for product development responded to different design issues. Notably, correlations existed between enterprises in different strategic groups and their product designs. Different mapping patterns were identified in new product types, design features, market goals, and design appeals for enterprises in different product development strategic groups. These mapping patterns could serve as references for product innovation and new product development.