ASUSTek Computer Inc. (ASUS) is one of the leading High-Tech companies from Taiwan, providers of computer and peripheral equipment across the world in Information and Communication Technology (ICT) Industry. In last four years (2008-2011), ASUS succeeded to maintain its performance and achieve high exponential returns, more than USD 1 billion for each year. The success of ASUS becomes a blueprint of a High-Growth Companies.

The goal of this research is to capture the essentials of ASUS in achieving high exponential returns. There are seven essentials of high-growth company that have becomes the key success of ASUS. The value propositions of ASUS become the foundation of the essentials. Then, ASUS deliver the value into high-growth market segmentation, catch the marquee customer to fuel the growth, and leverage the alliances to enter the new market. Behind all success of ASUS performances, there are the management team and the board members in making a decision. Those essentials were called as The 7 Essentials of High-Growth Company.

1 Anderson, E.W., Fornell, C. & Mazvancheryl, S.K., 2004. Customer Satisfaction and Shareholder Value. Journal of Marketing, Vol. 68, pp. 172–185
2 Anonymous, 2011. Exporter Guide: ICT Market in Taiwan. New Zealand Trade and Enterprise.
3 Anonymous, n.d. Taiwan ICT Industry. Ministry of Economic Affairs, Bureau of Foreign Trade MOEA & Taiwan External Trade Development Council
4 Booth, J.R., Marcia Millon Cornett, M.M. & Tehranian, H., 2002. Boards of directors, ownership, and regulation. Journal of Banking & Finance Vol. 26
5 Boulding, W. & Staelin, R., 1993. A Look on the Cost Side: Market Share and Competitive Environment. Marketing Science, Vol. 12, pp. 144–66.
6 Boulding, W. & Staelin, R., 1995. Identifying Generalizable Effects of Strategic Actions on Firm Performance: The Case of Demand- Side Returns to R&D Spending. Marketing Science, Vol. 14, G222–G236.
7 Brickley, J.A., Lease, D., Smith, R.C.W., 1988. Ownership structure and voting on anti-takeover amendments. Journal of Financial Economics Vol. 20, pp. 267–291.
8 Brower, M.J., 1995. Empowering Teams: What, Why and How. Empowerment in
Organizations Vol. 3, No. 1, pp. 13-25.
9 Brucellaria, M., 1997. Strategic Alliances spell success. Management Accounting, Vol. 77, No. 7, pp. 16
10 Businessweek, B., 2012. ASUSTek Computer, Inc. Bloomberg. [Online] Available at: http://investing.businessweek.com/research/stocks/financials/financials.asp?ticker=2357:TT&dataset=incomeStatement&period=A¤cy=US%20Dollar [Accessed 14 April 2012]
11 Buzzell, R.D. & Gale, B.T., 1987. The PIMS Principles. New York: The Free Press.
12 Carr, C., 1992. Planning Priorities for Empowered Teams. Journal of Business
Strategy Vol. 13, No. 5, pp. 43-47.
13 Conroy, P., Chaudhuri, A., Hukumchand, V., 2009. Maximizing ROIC to drive growth in consumer products: Learning from the past, preparing for the future. Delloite.
14 Cooper, A.C. & Bruno, A.V., 1977. Success Among High Tech Firms. Business Horizons Vol. 20, No. 2, pp. 16-23.
15 Daft, R.L., 2011. Leadership, 5th Edition. Canada : South-Western Cengage Learning, Nelson Education, Ltd.
16 Datamonitor, 2011. ASUSTek Computer, Inc.: Company Profile. http://www.datamonitor.com

17 Dekimpe, M.G. & Hanssens, D.M., 1995. The Persistence of Marketing Effects on Sales. Marketing Science, Vol. 14, pp. 1–22.
18 Dramexchange, 2011. TrendForce: Notebook Forecast to Grow 8.8% in 2012; Ultrabook to Play a Key Role. [Online] Available at: http://www.dramexchange.com/WeeklyResearch/Post/2/2887.html
19 Dunn, D., 1987. Directors aren’t doing their jobs. Fortune, pp. 117–119.
20 Elmuti, D. & Kathawala, Y., 2001. An overview of strategic alliance. MCB University Press
21 Emerson, J., 2003. The Blended Value Proposition: Integrating Social and Financial Returns. California Review Management, Vol. 45, No. 4
22 Evertiq, 2011. 2012 Tablet PC and Color E-Reader Demand to Reach 94.9 Million. [Online] Available at: http://evertiq.com/news/21028
23 Fairholm, M.R., 2009. Leadership and Organizational Strategy. The Innovation Journal: The Public Sector Innovation Journal Vol. 14, No.1
24 Fama, E.F. & Jensen, M.C., 1983a. Agency problems and residual claims. Journal of Law and Economics Vol. 26, pp. 327–335.
25 Fama, E.F. & Jensen, M.C., 1983b. Separation of ownership and control. Journal of Law and Economics Vol. 26, pp. 301–325.
26 Field, S.W. & Swift, K.G., 1996. Effecting a Quality Change: An Engineering
Approach. Arnold, London.
27 Gimba, G.J., 1996. Strategic alliances : when you don’t want to go it alone [Online] Available at: http://www.anet-cgroup.com/greg2.html

28 Gospe, M., Gospe, M., Gregory, J., Matthews, A. & Sullivan, M., 2002. The Seven Critical Success Factors for Launching & Driving a Successful Business. KickStart Alliance
29 Goyal, V. n.d. Corporate Board Structure. QFinance. [Online] Available at : http://www.qfinance.com/corporate-governance-best-practice/corporate-board-structures?full [Accessed 1 April. 2012]

30 Grant, R.M. & Baden-Fuller, C., 2004. A Knowledge Accessing Theory of Strategic Alliances. Journal of Management Studies Vol. 41
31 Grant, R.M., 2010. Contemporary Strategy Analysis, 7th Edition. Hoboken, New Jersey : John Wiley & Sons, Inc.
32 Harvey, S., Millett, B. & Smith, D., 1998. Developing Successful Teams in Organizations. Australian Journal of Management & Organizational Behavior Vol. 1, No. 1
33 Hitt, M.A., Ireland, R.D. & Hoskisson, R.E., 2011. Strategic Management : Competitiveness and Globalization, 9th Edition. Canada : South-Western Cengage Learning, Nelson Education, Ltd.
34 Hwang, C., 2011. Taiwan ICT Industry Update. Ministry of Economic Affairs & DIGITIMES.
35 Hwang, C., 2011. Taiwan Key Players in Multi-Platforms Stage and Strategy Recommendations. Ministry of Economic Affairs & DIGITIMES.
36 IDC., 2012. Worldwide Smartphone 2012–2016 Forecast and Analysis. [Online] Available at: http://www.marketresearch.com/IDC-v2477/Worldwide-Smartphone-Forecast-6881762/
37 Inc, A.C., 2012. 1Q 2012 Investor Conference.
38 Inc, A.C., 2012. About ASUS. [Online] Available at: http://www.asus.com/About_ASUS/Investor/ [Accessed 10 April 2012]

39 Inc, A.C., 2012. ASUS Design Philosophy. [Online] Available at: http://ie.asus.com/About_ASUS/ASUS_Design_Philosophy/ [Accessed 10 April 2012]

40 Inc, A.C., 2012. ASUS Design Website. [Online] Available at: http://www.asusdesign.com [Accessed 10 April 2012]

41 Inc, A.C., 2012. ASUS DNA. [Online] Available at: http://ie.asus.com/About_ASUS/ASUS_DNA/ [Accessed 10 April 2012]

42 Inc, A.C., 2012. ASUS Winning Formula. [Online] Available at: http://ie.asus.com/About_ASUS/Winning_formula/ [Accessed 10 April 2012]

43 Inc, A.C., 2012. Origin of the name ASUS. [Online] Available at: http://ie.asus.com/About_ASUS/Origin_of_the_Name_ASUS/ [Accessed 10 April 2012]

44 Inc., A.C., 2011. Annual Report, 2010.
45 Investopedia, n.d. Value Proposition Definition. [Online] Available at : http://www.investopedia.com/terms/v/valueproposition.asp#axzz1r2bcwz8x [Accessed 1 April, 2012]
46 IRS Employment Review, 1995, Key Issues in Effective Team-working, No. 592, pp.
5-16.
47 Jacobson, R.D., 1988. Distinguishing Among Competing Theories of the Market Share Effect. Journal of Marketing, Vol. 52, pp.68–80.
48 Jacobson, R.D., 1990a. Unobservable Effects and Business Performance. Marketing Science, Vol.9, pp. 74–85.
49 Jeannet, J. P., & Hennessey, H. D., 1998. Global Marketing Strategies, 4th Edition. Boston : Houghton Mifflin
50 Jensen, M.C., 1993a. The modern industrial revolution, exit, and the failure of internal control systems. Journal of Finance Vol. 48, pp. 831–880.
51 Jensen, M.C., 1993b. Presidential address: The modern industrial revolution, exit, and the failure of internal control systems. Journal of Finance Vol. 48, pp. 831–880.
52 Jones, T.O. & Sasser, W.E., 1995. Why Satisfied Customer Defect. Harvard Business Review, Product No. 95606
53 Kalmbach, C.Jr. & Roussel, R., 1999. Dispelling the myths of alliances [Online] Available at: http://www.2c.com.html.

54 Kaplan, R.S. & Norton, D.P., 1992. The Balanced Scorecard : Measures that Drive Performance. Harvard Business Review, Product No. 4096
55 Kaplan, R.S. & Norton, D.P., 1993. Putting the Balanced Scorecard to Work. Harvard Business Review, Product No. 4118
56 Kaplan, R.S. & Norton, D.P., 1996. Using the Balanced Scorecard as a Strategic Management System. Harvard Business Review, Product No. 4126
57 Katzenbach, J.R. & Smith, D.K., 1993. The Wisdom of Teams. McKinsey & Company,
New York.
58 Ko, E., Kim, E., Taylor, C.R., Kyung, H.K., Ie, J.K., 2007. Cross-national market segmentation in the fashion industry : A study of European, Korean, and US consumers. International Marketing Review Vol. 24, No. 5
59 Koller, T. & Dobbs, R., 2005. Measuring Long Term Performance. The McKinsey Quarterly, No. 3, pp. 19.
60 Lewis, J.D., 1992. The new power of strategic alliances. Planning Review Vol. 2, No. 5, pp. 46
61 Lorsch, J.W. & MacIver, E., 1978. Pawns or Potentates: The Reality of America’s Corporate Boards. Harvard Business School Press, Cambridge, MA.
62 Luthans, F. & Jonathan, P.D., 2012. International Management: Culture, Strategy, and Behavior, 8th Edition. New York : McGraw-Hill Companies, Inc.
63 Margulies, J.S. & Kleiner, B.H., 1995. New Designs of Work Groups: Applications
of Empowerment. Empowerment in Organisations Vol. 3, No. 2, pp.12-18.
64 Marketline, 2012. MarketLine Industry Profile: Computer Hardware in Taiwan. http://www.marketlineinfo.com

65 MastBusiness, n.d. About ASUS [Online] Available at: http://www.mastbusiness.com/top/asus.htm [Accessed 10 April 2012]

66 Pae, J.H., Samiee, S. & Tai, S., 2002. Global advertising strategy: the moderating role of brand familiarity and execution style. International Marketing Review, Vol. 19, No. 2, pp. 176-89.
67 Pae, J.H., Samiee, S. & Tai, S., 2002. Global advertising strategy: the moderating role of brand familiarity and execution style. International Marketing Review, Vol. 19, No. 2, pp. 176-89.
68 Pandey, I.M., 2005. What Drives the Shareholder Value? Asian Academy of Management Journal of Accounting and Finance, Vol. 1, pp. 105–120
69 Parboteeah, K.P. & Cullen, J.B., 2011. Strategic International Management, 5th Edition. Canada : South-Western Cengage Learning, Nelson Education, Ltd.
70 Reece, D., 2005. Advertising boom in Asia helps power WWP to 22% revenue rise.
Independent Newspapers UK Limited, pp. 47. [Online]
Available at: www.findarticles.com/articles/mi_qn4158/is_20050827/ai_nl4901122/print [Accessed 25 October 2006].
71 Robbins, S.P., 1998, Organisational Behaviour: Concepts, Controversies,
Applications. Prentice Hall, New York
72 Roure, J.B. & Maidique, M.A., 1986. Linking Prefunding Factors and High Technology Venture Success: An Exploratory Study. Journal of Business Venturing Vol. 1, No. 3, pp. 295-306.
73 Schiffman, L.G., Kanuk, L.L. & Wisenblit, J., 2010. Consumer Behavior, 10th Edition. Prentice Hall, New Jersey : Pearson Education, Inc.
74 Schultz, M., 2010. The 10 Commandments for Building a Value Proposition that Sells. Selling Consulting Services Report
75 Siegel, R., Siegel, E. & MacMillan, I.C., 1993. Characteristic Distinguish High-Growth Ventures. Journal of Business Venturing Vol. 8, pp. 169-180. New York : Elsevier Science Publishing Co. Inc.
76 Steenkamp, J.B. & Hofstede, F.T., 2002. International market segmentation: issues and perspectives. International Journal of Research in Marketing Vol. 19, pp. 185-213
77 Taiwan Stock Exchange, 2012. Market Observation Post System. [Online] Available at: http://emops.twse.com.tw/emops_all.htm

78 Thomson, D.G., 2006. Blueprint to A Billion : 7 Essentials to Achieve Exponential Growth. Hoboken, New Jersey : John Wiley & Sons, Inc.
79 Thomson, D.G., 2010. Mastering The 7 Essentials of High-Growth Companies. Hoboken, New Jersey : John Wiley & Sons, Inc.
80 Trading Economic. [Online] Available at : http://www.tradingeconomics.com

81 Ulrich, K.T. & Eppinger, S.D., 2011. Product Design and Development, 5th Edition. New York : McGraw-Hill Companies, Inc.
82 Van De Ven, A.H., Hudson, R. & Schroeder, D.M., 1987. Designing New Business Start-Ups : Entrepreneurial Organizational and Ecological Considerations. Journal of Management Vol. l0, No. 1, pp. 87- 107
83 Vissi, F., 1997. Strategig alliances and global monopolies. Russian and East European Finance and Trade Vol. 3, No. 2, pp. 16-18
84 Wheelen, T.L. & hungar, D.J., 2000. Strategic Management and Business Policy, 7th Edition. New York : Addison-Wesley Publishing Co.
85 Wilson, F., 1996. Great Teams Build Themselves. Team Performance Management:
An International Journal Vol. 2, No. 2, pp. 27-31.