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商品編號: W19416 出版日期: 2019/08/16 作者姓名: Thomas, Hugh;Chan, Andrew Chi Fan;Lam, Howard Pong Yuen;Ngai, Icy Fong Ling 商品類別: Marketing 商品規格: 20p 再版日期: 地域: China;Hong Kong 產業: Professional, scientific & technical services 個案年度: 2018 -
商品敘述:
The 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 disadvantages that HKSTP presents for a start-up''s location; analyze how HKSTP positions itself in the competitive market for incubation services; discern how successful it is; and determine what marketing ideas HKSTP should use to convey its competitive advantages. The task is complicated by the global nature of the incubatee servicing market, the position of Hong Kong within the Greater Bay Area of the People''s Republic of China, and the CEO''s belief that a company has to be on its own, not relying on government programs. Not only did the CEO have to give HKSTP''s incubatees the resources to help them survive and prosper, but he also had to attract the best tech start-ups to join the program. The authors Hugh Thomas, Chi Fai Chan, and Howard Lam are affiliated with Chinese University of Hong Kong.
涵蓋領域:
Branding;Incubators;Start-ups
相關資料:
Case Teaching Note, (W19417), 15p, by Hugh Thomas, Andrew Chi Fan Chan, Howard Pong Yuen Lam, Icy Fong Ling Ngai
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