||Currently, the Taiwanese design industry is facing a dramatic change between the marketing and competition. Many companies in the design industry face problems relating to the current market system concerning the competitive environment. In light of these issues, the key challenge faced by industry players can be summarized into “How companies seek to find their strategic advantage”. Understanding the concept will enable firms to thrive in the current market situation. In this study, the analysis of related questions will be presented. Firstly, by comparing the current situation faced in the current market system about relevant strategic business management. Secondly, to explore the predicaments and advantages the current design management encounters. Thirdly, the general forms of management tactics employed by design firms and lastly, the classification of various types of strategies utilized in modern situations.
The study was conducted via two segments. Firstly, the designing of interview’s questions with literature analysis followed by the interviewing of two companies. After the interview, these contents were written into a transcript, thoroughly examined until a conclusion is reached. Secondly, grounded theory analysis was used to adjust the interview questions, which produces open coding. By classifying 8 categories with 44 forms of coding, three key points such as “production and development”, “profit planning”, and “additional business matters” can be derived.
Thus, this study analyses and discusses the environment of the industry and its predicaments as well as advantages.
Experienced personnel often compared past industry situations with the current ones, thus could easily describe the predicaments and advantages of owning a design company. Having experienced the economic boom in the design industry, owners of companies with more than ten employees have a common view that it is becoming increasingly tough to depend only on product design projects.
Research of the data concluded that while owners have different considerations when managing firms, their concerns could be classified into four key points when embarking on a start-up company. These include better applying electronic commerce to business, staying firm and passionate about designing, focusing on foreign marketsand lastly having sufficient experience from related companies.
In conclusion, from core categories analysed and interview contents thoroughly examined, the three business strategies to future founders in the design industry would be “Brand-creating”, “Work schedule flexibility” and “Innovating with technology”.