西元2017年4月C投信總經理Jerry，也是一手主導發展ETF發展上市，二年之內台幣債券ETF規模從不到10億元到2019年底2,361億元，其中債券ETF規模佔整體18%。隨著當初董事會要求進入台幣ETF市場以來，在ETF市場已經沒有先進入者優勢的狀態下，如何發展出屬於自己的利基及市場占有率，進而衍生出該有的利潤。在此情況下，Jerry總經理該如何決策公司的未來產品發展政策？
本研究以哈佛個案研究之方式進行，藉由個案內容可用於討論資源基礎、企業轉型、組織敏捷性等議題。公司領導人在公司既有產品中如何找尋新產品線，建立台灣第一檔投資等級公司債ETF；成功募集資金後，身為公司領導者，該如何運用公司資源帶領公司創造完整的產品線以符合客戶需求，也贏得客戶的支持，陸續給予投資規模的正向鼓勵。

The general manager of C Investment Trust Corporation, Jerry, was responsible for the company's ETF listing and development. At the end of 2017, the company's Asset under Management for bond ETF was less than 1 billion NTD, and expanded to 236.1 billion NTD two years later, accounting for 18% of the domestic bond ETF market. With a saturated market and currently missing the advantage of product pioneer, how would Jerry develop C Investment Trust Corporation’s own niche and maximize company profits? How would Jerry decide the company's future product development strategy?
The case is based on Harvard Case Study research methodology to discuss the following issues: resources-based view, enterprise transformation, organizational agility, and so forth. First, the case discusses how company leaders develop new product offerings based on company’s existing product lines, hence to establish the first investment grade corporate bond ETF in Taiwan. Secondly, after successfully raised the funds, as a company leader, how he uses company resources to establish a complete product line to meet customer needs, subsequently lead to increasing customer support and expanding asset under management.

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二、英文參考文獻
1. Barney, Jay (1991), “Firm Resources and Sustained Competitive Advantage.,” Journal of Management, 17(1), 99-120.
2. Canals, Jordi (2001), “How to Think about Corporate Growth？,” European Management Journal, 19(6), 587-598.
3. Grant, Robert M.(1991), The Resource-Based Theory of Competitive Advantage：Implications for Strategy Formulation, California Management Review,33(3)：115.
4. Prahalad, Coimbatore Krishnarao and Gary Hamel (1990), “The Core Competence of the Corporation.,” Harvard Business Review, 79-91.