Case Study: ASUS — A Journey of Innovation and Growth

Introduction

ASUS, formally known as ASUSTeK Computer Inc., is a Taiwanese multinational company that has established itself as a global leader in the computer hardware and electronics industry. Founded in 1989 by T.H. Tung, Ted Hsu, Wayne Hsieh, and M.T. Liao, ASUS has grown from a modest start-up into a technology giant, renowned for its innovation, quality, and comprehensive product range, including laptops, desktops, motherboards, graphics cards, and smartphones.

Early Years and Foundation

ASUS was founded in Taipei by a group of engineers who previously worked at Acer. The company name, ASUS, is derived from Pegasus, the winged horse in Greek mythology symbolizing wisdom and knowledge. The founders aimed to embody these qualities, focusing on delivering high-quality, innovative products.

Initially, ASUS faced significant challenges due to Taiwan’s nascent IT infrastructure. However, the company quickly adapted by prioritizing research and development (R&D) and leveraging Taiwan’s growing manufacturing capabilities. The first major breakthrough came with the release of the company’s own motherboard, which garnered attention for its reliability and performance.

Growth and Expansion

1990s: Establishing a Foothold

During the 1990s, ASUS focused on establishing itself in the motherboard market, which was…