Facing the rapid loss of cheap labour advantage, Korean firms are confronted with a new challenge of transition from Original Equipment Manufacturer so own brand exporter. What kinds of new strategies are required for an OEM exporting company to become an own brand exporter To answer this question, four Korean companies-of whom two made the transition successfully and two did not-were investigated. A few key success factors were identified, and this article suggests some strategy changes regarding R D, production and marketing. These strategy changes will only be validated in the long term. Related previous studies are discussed and linked to the suggestions.