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Abstract:
There are two perspectives referring to how firm build its competence: technology competence and market competence. Under the perspective of technology-oriented market, manufacturers need to build "technology competence". Werner felt (1984:176) suggests to develop the resource in one market and then to enter another markets from a position of strength. However, in practice, we observe contradiction that the Taiwanese flat panel display manufacturers, facing the huge manufacturing cost, choose the perspective of market-orientation rather than Werner felt's technology-orientation so as to first respond to market demand for income, and then put the technology competence development in the second place. In order to solve the gap between theoretical and practical difference, we try to extend the view of "customer competence" (Danneels, 2002) by adding market factors to conceptualize "market competence". Moreover, we explore the differences in firm's competence building by asking the research questions: How to upgrade the "technology competence and market competence" by competence leveraging? This article found that technology competence tends to emphasis more on manufacturing and design, quality control, R & D and innovation, and integration and learning, in order to enhance the competence, thus to create the foundation of competence. On the other hand, market competence emphasizes much on linking, reputation, communication, and service innovation.
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