Metamorphosis of Taiwan’s Tech Companies

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Sarah Mishkin, The quest to craft a brand image. Financial Times, Sept 12, 2012.
http://www.ft.com/cms/s/0/09ce4a ... 7-00144feabdc0.html

(a) Photo caption: Mind game: Jonney Shih, chairman of Asus, wants customers to feel an emotional connection
(b) The first three paragraphs:

"When Google launched the Nexus 7 tablet, its challenger to Apple’s iPad, the chairman of the Taiwanese company that designed the Nexus’s hardware gained only a moment in the spotlight.

"As a Google executive stood on stage to unveil the device in June, he introduced Jonney Shih, chairman of Taiwan’s Asus, who stood up and waved at the crowd from his seat among Google’s leadership team in the front of the audience.

"The choreography of the Nexus launch was emblematic of how many Taiwanese electronics companies, which build crucial components for products ranging from Apple devices to Hewlett-Packard notebooks, often struggle to move from being contract manufacturers to becoming consumer brands