|From an engineer's to |
a marketeer's perspective,
one bridge too far?
Photo: Danny Friedmann
Mr Moore wrote about the challenge suppliers to foreign companies, such as Foxconn, face:
"These Chinese companies are more confident, but they are led by engineers," said Geoff McCormick, the head of Alloy, a design firm that has been active in China for decades. "These firms are now being asked to be brands and not just engineering-led. But they have no track record at creation.They are happy to spend money, but only if they think there will be a return. So these are very difficult decisions for Chinese chief executives to make," he said."
And of course foreign companies will not be amused when their supplier starts to make their own competitive products under their own trademark. In some law firms there is the phenomenon of applying so called Chinese walls (information barriers), to separate one part of the firm which is representing one party from another part of the firm which is representing another party with contrary interests. It is highly doubtful whether Chinese walls can effectively be applied during the manufacturing process of a supplier/competitor.
For all foreign companies that complain about bad intellectual property in China. As long as Chinese companies copy the products of foreign companies, their problems are quite limited and can be solved or mitigated by using the enforcement routes effectively. The real challenge starts when they offer a better designed product under a more attractive brand. Legitimate competition is the real challenge.