Samir Dixit
Aug 12, 2015

Can HTC be saved?

The 60 per cent drop in HTC's stock this year means investors are effectively saying the smartphone maker is worthless. But all may not be lost for the HTC brand, writes Samir Dixit of Brand Finance, Asia-Pacific.

'Hipster Troll Carwash': Though amusing, an expensive campaign starring Robert Downey Jr did not help (see below)

HTC was one of the most successful and most profitable OEM suppliers, and equally ambitious.

The company's move to transform from an OEM to a branded industry player was perhaps the most significant and the biggest strategic mistake which contributed to its downfall. Many in the company were reluctant about the strategic shift, while investors were clear in their disapprovalshare prices halved after the change in strategy was decided upon and declared in 2007....

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