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TSMC: Name Change Anyone?

TSMC is changing to accommodate customers' interests and avoid geopolitical problems but a rebranding may be in its future also.
TSMC: Name Change, Anyone?

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By Bolaji Ojo

What’s at stake?

The “Taiwan” in TSMC’s name is a justifiable source of pride to the Taiwanese. In countries where political leaders are saying “foreign” domination of the chip business is not in their national interest, though, even TSMC can’t keep out the irritating whiff of China, which is claiming Taiwan. To satisfy foreign customers, TSMC will have to do more than build fabs overseas. It must become a part of each country’s “local” supply chain and enterprise system. A rebranding that includes a name change will help.

Taiwan Semiconductor Manufacturing Co. Ltd. (TSMC) is entering a new phase in its evolution. Sadly, it begins with the end of the Morris Chang era.

Taiwan was at the heart of the TSMC founder Chang founded in 1987. As the founding generation moves, TSMC of the future must have the globe at its core.

To become a truly international player able to melt into the cultural fabrics of its host communities, TSMC needs a rebranding that comes with a neutral sounding name.

This is great stuff. Let’s get started.

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