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Incubation and the Hong Kong Science and Technology Parks Corporation
Hugh Thomas; Chi Fai Chan; Howard Lam; Icy Fong Lai NgaiCase IVEY-9B19A038-EEntrepreneurship, Marketing, StrategyThe chief executive officer (CEO) of the government-owned Hong Kong Science and Technology Parks Corporation (HKSTP) is setting the marketing policy for the incubation program at HKSTP, Hong Kong’s leading incubator of high-technology companies. Seeing marketing as a driving force to convey the strategy of HKSTP, the CEO must analyze the key services through which HKSTP can increase an incubatee’s chances of success; analyze the advantages and di...Starting at €8.20
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TSL Jewellery: An Innovator Across Generations
Kevin Au; Andrew C.F. Chan; Howard Lam; Cinty LiCase IVEY-9B15M017-EEntrepreneurship, StrategyFollowing a leadership crisis, the chairman of Tse Sui Luen Jewellery (TSL) had revitalized the company and now wondered which initiatives TSL should tackle next. An event showcasing TSL’s newest designs had been the latest push in her campaign to renew the family business, which was renowned for its entrepreneurial and innovative spirit. With the upcoming year promising to be a busy one, the chairman and her management team must plan and impleme...Starting at €8.20
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Hung Fook Tong: From Hong Kong to China
Andrew C.F. Chan; Howard Lam; Hugh Thomas; Elsie TsuiCase IVEY-9B16A016-EMarketing, StrategyIn 2014, the general manager of the established and successful Hong Kong-based company Hung Fook Tong, which produced and sold herbal teas, wondered how his company could profitably expand to mainland China. After Hung Fook Tong’s recent initial public offering on the Hong Kong Stock Exchange, its shareholders’ equity had tripled. The initial public offering committed Hung Fook Tong to expanding its business in mainland China; however, that marke...Starting at €8.20
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Managing Consumer Touchpoints at Nissan Japan
Teixeira, Thales S.; Sato, Nobuo; Kanno, AkikoCase HBS-516035-EMarketingIn 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three main consumer touchpoints: mass media advertising, internet auto websites and the physical dealerships. In the last 5 years, the importance of the dealers in influencing car sales had ...Starting at €8.20
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Zalora Philippines: From Growth to Profitability
Ngwe, Donald; Teixeira, Thales S.Case HBS-517009-EMarketingIn May 2015 Paulo Campos, Co-Founder and CEO of Zalora Philippines, found himself at a crucial turning point in his young company's development. In just three years, Zalora had come from entering the Philippine fashion retail industry as an unknown quantity to becoming a household name across the Southeast Asian archipelago. Campos and his team had achieved much in this time: launching one of the first online retailers in the country, building a ...Starting at €8.20
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Showrooming at Best Buy (Spanish version)
Teixeira, Thales S.; Watkins, Elizabeth AnneCase HBS-519S19MarketingBest Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers' desire to test electronics first-hand before purchase drove them to use Best Buy stores as "showrooms" to see new products and then search for better deals on their smartphones. This case examines how brick-and-mor...Starting at €8.20
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Engineering Viral Marketing (Spanish version)
Teixeira, Thales S.; Caverly, AlisonCase HBS-513S15MarketingThe Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in part due to the rise of viral marketing as a promising promotion tool for advertisers to reach and engage with consumers cheaply and quickly via word-of-mouth. Mekanism's president is ...Starting at €8.20
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OpenSky.tv: A New Business Model-Content Creation, Curation, Consumption, and Commercialization
Howard Lam; Chi Fai Chan; Icy Fong Ling Ngai NGAICase IVEY-9B19A016-EEntrepreneurship, Marketing, StrategyOpenSky.tv was founded in 2016 with the objective of getting people back to watching video content on television. The founder wanted all video content to be accessible through an Internet connection on the viewer’s television. His company’s platform located and brought together programs and videos that were of interest to each viewer, so viewers could have their own personalized video channel. One full year after its launch, OpenSky.tv wanted to ...Starting at €8.20
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Bamboos Health Care Holdings (Hong Kong) Ltd.: Business Model and Expansion
Kevin Au; Howard Lam; Shi Yu Lu; Icy Fong Ling Ngai NGAICase IVEY-9B18M170-EEntrepreneurship, StrategyThe chief executive officer of Bamboos Health Care Holdings (Hong Kong) Ltd. (Bamboos) started her entrepreneurship journey in 2005 with a telephone and a fax machine. She created a platform to match the demand from patients or their relatives with the supply of services from health care professionals. After 12 years in operation, following one consistent business model, Bamboos was listed on the main board of the Hong Kong Stock Exchange. Despit...Starting at €8.20