• Collaborative Network Effect as a Bridge to Lunch High-tech Brand

Abstract

This research aims to investigate how corporate networking relationship will benefit their high-tech marketing strategies and brand value. Five Taiwanese IT branding companies are selected as our research objects to analyze their collaborative network effect for branding creation process. The DEMATEL (Decision Making Trial and Evaluation) method and the Analytical Network Process (ANP) are used to construct the causal relationship among network effect, high-tech marketing strategies and brand value, and further evaluate the relative weighting of each criterion for brand creation process. The results reveal that “knowledge and technology transfer” and “innovation capability development” driven by network relationship will enhance the operation of “technology innovation” and “product innovation” in devising high-tech marketing strategies, thereby building the “propriety brand assets” in their branding creation process.

Keywords: Network Relationship, High-tech Marketing Strategy, Brand, DEMATEL, ANP