Building TQM by integrated strategies for B2B industry: Next-generation lighting technology in Taiwan

Abstract

When petroleum prices rose markedly, light emitting diode (LED) products gradually garnered increased attention as they are as energy efficient as solar energy and wind power. The LED industry follows the B2B model. The B2B model involves the marketing characteristics of high customer loyalty, high customer switching cost, specific marketing channels and distinct enterprise image (brand cognition). Taiwan accounts for more than 20% of the global market share for LED products. However, increasing the gross profit rate is difficult owing to insufficient R&D capabilities and poor integration methods. By improving business effectiveness to build total quality management (TQM) via integrated strategies, Taiwan can create enterprise excellence, and thereby expand market share. This study discusses the implementation and effects of integrated strategies from the perspective of value chains. Internal strategies of production and technology focus attention on production efficiency, and external strategies of supply and marketing emphasise firm cooperation and alliances. However, no absolute distinction exists between internal and external strategies. Analytical results can be used for forecasting industry trends and formulating business policy.

Keywords:

• B2B model
• energy efficient
• integrated strategies
• value chains
• cooperation and alliances