The Market Orientation and Brand Management of “Austin”
The development of “Austin” brand can be traced back since 1960- “Lian-Fa” quilt store, which was operated as a family factory. In 1985, “Jing-Tong” company was established and operated as an Original Equipment Manufacturer (OEM). In 1996, “Austin Bedding” was created as a product brand. This was the first time to upgrade their company from production orientation to product orientation. Until 2013, “Austin Living” was built as a retail brand and started to operate as a retailing. This was the second time to up-grade their company from product orientation to market orientation. This was also the first time to face and manage end-users. Being a retailer is totally different from being a manufacturer. It would challenge the chairwoman of “Austin”, Nancy Sun’s strategic decisions.