It took HTC a year to shape an international culture
for its new branding strategy. The company’s manage-
ment team carefully reexamined and rebuilt every step of
its internal communications channels so that no cultural
barriers would hinder information ?ow across manag-
ers of different nationalities. It sent engineers abroad to
work with top-tier R&D teams worldwide. These efforts
transfonned HTC from a local Taiwanese ?rm into a mul-
tinational enterprise, which allewed Chou to persuade a
variety of talents in hardware and sotmarc design to join
the company.