Acer

About Acer

Acer Inc underwent a major restructuring in 2000 after losing 7.5 billion Taiwan dollars. Founder Stan Shai reorganized the company into separate units. The Acer brand was separated from contract manufacturing, which became Wistron. The restructuring was painful but successful. Acer became the second largest PC manufacturer globally by 2009 under CEO Gianfranco Lanci. However, Acer struggled with the shift to mobile computing. In 2011, Acer lost 6.8 billion Taiwan dollars and Lanci resigned. The company never regained its peak market share. The Acer case illustrates how vertical separation can unlock value but how technology shifts can undo market position. Acer continues as a smaller PC and gaming brand.