International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 16
Available Online: 20 December 2024
Author/s:
Sun, Hengshi
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
With the emergence of modern innovation revolutions, the evolution of the mobile chip industry is changing with each passing day. The development of chip companies requires companies to always maintain the leading position of productivity and production relations. It is crucial for mobile chip companies to maintain their core competitiveness in the increasingly fierce market competition. This article aims to provide guidance and suggestions for mobile chip companies to enhance their competitiveness through a series of effective measures by deeply analyzing the main elements of the development of mobile chip companies, including technological innovation, brand positioning, and cost competitiveness, combined with modern scientific and technological means and modern management systems. Through the concept of innovative development, mobile chip companies can keep the vitality and leading position of their products in a changing market environment and continue to lead the development direction of the market through the organic combination of technological innovation and product planning. Mobile chip companies can deeply implant their brand value into the hearts of customers through the effective construction of their own brand positioning, continuously improve user stickiness, and thus further improve their own competitiveness. Mobile chip companies use modern means to carry out all-round scientific management of costs, organically combine various production factors, and reduce corporate costs while ensuring product and process leadership, so as to escort the company’s further long-term planning. Descriptive survey method is used in this report to evaluate the performance of enterprises in various dimensions of technological innovation, brand positioning and cost competitiveness. The numbers of participants are consisting of different level of employees from junior engineer, senior engineer, staff engineer to high level director engineering as well as project management staff across different levels, from different sites of company over 400 employees in China. To ensure the accuracy and consistency of the data samples, all participants in the study are employees who have passed the company’s probationary period. Through the analysis and statistics of three factors, including technological innovation, brand positioning and cost competitiveness, this paper comprehensively evaluates the competitive advantages of mobile chip company in various dimensions. In-depth analysis of the three typical dimensions of each typical variable, the paper aims to make corresponding analysis and suggestions for the current challenges faced by mobile chip enterprise and provide guidance and suggestions for enterprises to maintain sustainable competitiveness in the complex market competition. Through the investigation of this article, it is concluded that respondents moderately agree with the efforts and achievement on the technological innovation including innovation culture and management, technology transfer and commercialization, research and development. Respondents moderately agree with the efforts and achievement on the brand positioning including brand assets, brand values, and brand personality. Respondents moderately agree with the efforts and achievement on the cost competitiveness including production efficiency, logistics, and innovation efficiency. There is highly significant relationship among technological innovation, brand positioning and cost competitiveness. Furthermore, an enhanced competitive advantage framework was developed that can be applied in chip mobile company. Moving forward, the mobile chip companies may integrate a cross-functional review committee and data-driven tools to ensure Research and Development project prioritization aligns with strategic goals and market needs. The companies may invest in continuous market analysis and employee upskilling programs to sustain innovation and maintain its competitive edge in cutting-edge technology. The companies may establish strong relationships with suppliers and implement a supplier performance evaluation system to maximize negotiation leverage and ensure consistent quality and supply. The mobile chip companies may use the enhanced competitive advantage framework to improve its performance. Future researchers may explore the framework’s applicability in other industries and incorporate emerging factors like sustainability and digital transformation to broaden its relevance.
Keywords: technological innovation, innovation culture and management, brand positioning, technology transfer and commercialization, cost competitiveness, brand value and personality, production efficiency, logistics digital economy, cost efficiency, product competitiveness
DOI: https://doi.org/10.5861/ijrsm.2024.1332
Cite this article:
Sun, H. (2024). Technological innovation, brand positioning, and cost competitiveness: Basis for enhanced mobile chip company competitive advantage framework. International Journal of Research Studies in Management, 12(16), 201-213. https://doi.org/10.5861/ijrsm.2024.1332