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Shaping the Future: Trends and Prospects for OBM Evolution

In: Original Brand Manufacturing Business Model

Author

Listed:
  • Young Won Park

    (Saitama University)

  • Geon-Cheol Shin

    (aSSIST University
    Kyung Hee University)

  • Kyung-Soo Lee

    (COSMAX)

Abstract

This chapter explores the transformative evolution of Original Brand Manufacturing (OBM) as a strategic model for global competitiveness, particularly in Asia. Moving beyond the OEM–ODM–OBM continuum, firms now engage in hybrid and path-creating strategies that integrate design, branding, digitalization, and sustainability. Drawing on empirical case studies and theoretical insights from East Asian economies—South Korea, Taiwan, China, and Vietnam—the chapter examines how OBM firms achieve industrial upgrading through innovation systems, strategic leadership, and institutional support. The chapter highlights key enablers of OBM success: capability development, customer-centric innovation, digital transformation, and governance. Branding emerges as a core driver of value creation, while digital technologies such as AI and IoT enable agility and consumer engagement. COSMAX exemplifies how OBM firms can lead through design-led, sustainable, and data-driven models. Sectoral variations—spanning electronics, fashion, and cosmetics—illustrate how different industries chart unique OBM trajectories. The chapter concludes by presenting a forward-looking vision for OBM: one rooted in strategic leadership, ecosystem partnerships, and inclusive, sustainable growth. As global competition intensifies, OBM represents not just a business strategy, but a paradigm shift toward integrated, resilient, and innovation-driven value creation in the twenty-first century.

Suggested Citation

  • Young Won Park & Geon-Cheol Shin & Kyung-Soo Lee, 2025. "Shaping the Future: Trends and Prospects for OBM Evolution," Springer Books, in: Original Brand Manufacturing Business Model, chapter 0, pages 153-170, Springer.
    • Handle: RePEc:spr:sprchp:978-981-95-0253-0_9
    DOI: 10.1007/978-981-95-0253-0_9
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