It took HTC a year to shape an international culture for its new branding strategy. The company’s management team carefully reexamined and rebuilt every step of its internal communications channels so that no cultural
barriers would hinder information flow across managers of different nationalities. It sent engineers abroad to
work with top-tier R&D teams worldwide. These efforts transformed HTC from a local Taiwanese firm into a multinational enterprise, which allowed Chou to persuade a variety of talents in hardware and software design to join the company.