This book aims to examine the transition of firms from original equipment manufacturing (OEM) and original design manufacturing (ODM) to original brand manufacturing (OBM), focusing on how businesses can evolve to capture greater value in global markets. It highlights the importance of digital technologies like IoT, big data, and AI in reshaping traditional business models, driving innovation, and enabling firms to move from cost-efficient manufacturing to building consumer-centric brands. The book provides insights into the challenges of this transformation, including structural barriers, market competition, and the need for significant investments in resources, innovation, and leadership.

The book is divided into four sections. The first explores the historical evolution of OEM, ODM, and OBM business models and their transformation in the digital era. The second outlines key strategies for transitioning to OBM, covering global positioning, R&D, marketing, production, and supply chain management. It emphasizes the importance of design management, branding, and leveraging partnerships to achieve long-term competitiveness. The third section delves into sustainability and the circular economy, showcasing how OBM firms can integrate eco-friendly practices into their operations to enhance value and address growing consumer demand for sustainability. The final section provides an outlook on the future of OBM, with strategic pathways and policy recommendations to foster OBM business models.

A deep case study in the cosmetics industry offers practical examples of successful transitions to OBM, illustrating diverse approaches and best practices. The book also introduces frameworks and tools for firms to assess and enhance their capabilities, providing actionable strategies for business leaders and policymakers. By addressing the complexities of moving up the value chain, this book serves as a roadmap for firms aiming to establish themselves as global leaders in innovation, branding, and sustainability.

Autorentext

Young Won Park, Saitama University/University of Tokyo;

Geon-Cheol Shin, aSSIST University;

Kyung-Soo Lee, COSMAX