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Coach U: Building a Soft Skill On-line Business in Asia  
 
Product Ref: 01/115C Company: Coach U

Product Type: Case Industry: Commercial Services

Related Product(s): Teaching Note
Coach U is a virtual training firm offering "coaching" to individuals, teams and corporations through teleclasses conducted via conference calls. Coaching is a relatively new management style that empowers targets to discover and implement actions geared to achieving particular career, personal or lifestyle goals and objectives. Coach U succeeded in delivering coaching services in the US, but wanted to penetrate Asia. The prevailing management attitude, particularly in Asia, focused on control, order and compliance with the consequence that people become objectified, measured and expended. Coach U's approach and content are rooted in the American style of management, which is a challenge when applied to the Asian market. The case discusses Coach U's business model and how it could be profitable in Asia, as well as the need to modify Coach U's existing model for the Asian target market. The case also deals with how the Web could be used to replace teleclasses as the delivery mechanism, what Web model could be built and what technologies could be incorporated to improve customer interactions.
Functional Area : Management of Information Systems
Marketing

Issues: Training, Management Style
Length: Text: 13 pages
Exhibits: 3 pages
Country: Asia

Pub. Year: 2002 Level of Difficulty: 2
         
This product type is available in the following language(s):      English
         
Related Information: N/A
 
This case is UGC funded.
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