SYMON Agricultural Biotech—Smart Phalaenopsis Farm

Abstract

Mr. Huang, Chong-de, the founder of SYMON AGRICULTURAL BIOTECH CO., LTD, has searched for opportunities in the Phalaenopsis cut flower market and focused on differentiation strategies to provide high-quality cut flowers. To promote the strategies, SYMON has transformed three times to be a smart plant factory via internal accumulation and external utilization of resources to diversify and expand its capabilities, including developing extraordinary planned production and innovative color cladding technologies. Mr. Huang’s knowledge and experience have played a critical role in the resource management and decision implementation of SYMON.

Based on the resource orchestration theory, this case investigates how managers structure, bundle, and leverage resources to use resources effectively and compete in targeted markets. There were two decision questions derived from this case. First, how Mr. Huang determines target market entrance strategies according to the external environment and internal resources. Second, how SYMON conducts digital transformation to accumulate internal and external resources and builds up novel capabilities to fulfill the differentiation strategies adopted in the cut flower market. This study analyzed the relationship between corporate strategies and resource deployment in an attempt to understand the importance of managers on management practices and strategic resource exploitation.

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