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Building Transient Competitive Advantages of Touchscreens Firms in the Education Market: A Case Study of Jector
Transient Competitive Advantages
Characteristics of Education Markets
In respond to the Forward-looking Infrastructure Development Program promoted by the government, all schools in Taiwan are now have the opportunity to progressively replace the existing teaching equipment in four years from 2018 to 2020, which results in the increasing demands of Touchscreens, 25,000 units per year and an estimated NT$ 1.25 billion market. Given that IWB have been proved to provide positive affect to student’s learning effectiveness and schools now have adequate budget and sufficient network infrastructure, more and more companies have thus worked on the development of different smart classroom solutions in recent years. However, in the construction of learner-oriented smart classroom, how Touchscreens are deployed to improve learning efficiency, and moreover, the role they play, are some of the major questions to be answered beforehand. Over the past decade, studies in such area have all put the emphasis primarily on the effects brought by IWB to teachers or students. Little has been done, however, to provide suggestion to companies that have the intention to enter this market. To fill the gap, the current study conducts a case study of Jector, the company that occupies the dominant market share in the smart classroom market so far, in the hope of providing a better understanding of the characteristics of education markets, actual needs in classrooms, desired functions of Touchscreens, and finally effective marketing strategies. This study also investigates the transient competitive advantages that the target company possesses, and further concludes some patterns of success for others to follow.
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