The insights from the Fenix case study reveals the advantages of adopting an indirect path towards achieving OBM, factors governing decisions and actions during the transformation, inherent obstacles of branding in the high-end market and the synergies of running the OEM and OBM business models in one company. These insights serve as an example of success in both transforming the enterprise from OEM to OBM and diversification of markets to sustain OBM business activities.
Chyr, S.Y., Taylor, G. and Hui, C.L.P. (2008), "Transition from OEM to OBM: A case study of Fenix", Research Journal of Textile and Apparel, Vol. 12 No. 3, pp. 77-85. https://doi.org/10.1108/RJTA-12-03-2008-B008
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