Back Issues 11-20

IMPROVE THE CONCEPT OF OPERATION MANAGEMENT AND ENHANCE THE COMPETITIVE PERFORMANCE – COMESTIBLES MASTER CO., LTD. CASE

Liu, Ying-Yen

Chang Jung Christian University, Ph.D. in Business and Operation Management,

Doctoral researcher at California State University

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Abstract

Andrew H. Gold, Arvind Malhotrad & Albert H. Segars (2015) Illustrated that a hallmark of the new economy is the ability of organizations to realize economic value from their collection of knowledge assets as well as their assets of information, production distribution, and affiliation. With the rapid change in the global economic situation, enterprises need to constantly improve their competitive strategies to react the impact of competitors in the industry; rapidly update their productivity, quality and service; and increase their opportunities of survival and growth with flexible decisions.

Simultaneously, That become to be international enterprise groups, enterprises also need to change their organizational structure to strengthen business strategies, to stimulate industrial creativity through functional management, and to create leading brands with entrepreneurial strategies. Through studying and analyzing individual cases in this paper, we illustrate how enterprises change strategies and organizational structure adapting knowledge management to overcome difficulties to become leaders in the industry under crisis conditions.

Keywords: leading brand, differentiation, organizational structure, organizational culture, function management, knowledge management, competitive advantage