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ESTUDO DA COMPETITIVIDADE DA INDÚSTRIA BRASILEIRA
IE/UNICAMP - IEI/UFRJ - FDC - FUNCEX
the design anad manufacture of the latest semiconductors for use
in local systems. Advanced consumer and computer products now
originate from within firms in the dragons. Taiwan alone accounts
for 10% of the worldwide production of PCs and 22% of notebook
computer output (Far Eastern Economic Review, 24 sept. 1992, p.
88). As noted above, leading TNCs design and manufacture highly
advanced consumer and industrial goods in Singapore, using just-
in-time, automated plants.
Some firms have also tried to reduce their dependence on
Japanese technology. In South Korea, Daewoo reduced its reliance
on Japanese technology from 85% of total procurement in the mid-
1980s to 15% in 1992, by forging more links with companies from
the US and Europe (Business Week, 11 may 1992, p. 26).
Although the four dragons remain weak in marketing and
distribution, major South Korean and Taiwanese firms have
established marketing departments abroad and are investing large
sums in advertising and distribution to gain brand awareness. In
1991 ACER of Taiwan signed contracts directly with mass
merchandising outlets in the US, including Best Buy, Circuit
City, CompUSA, JC Penny, Bizmart and Staples, to sell its own
brand personal computers. ACER plans to begin direct marketing
operations in the US in 1993.
South Korean firms have begun to sell own-brand products,
some fairly complex ones, including semiconductors, PCs,
camcorders, video cassette recorders, compact disc players and
colour monitors. Hyundai of South Korea, ranked just below ACER
in terms of PC sales into the US, has set up an ambitious
marketing programme to double the company's US market share by
1994. To achieve this, it has relocated its entire PC business
from South Korea to San Jose and recruited an American ex-IBM
executive to run the operation (Electronic Business, feb. 1992,
p. 61). Nevertheless, with the exception of Singapore, OEM
remains a major outlet for exports.