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Case Details:
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OneCard: Building a Savings and Benefits Platform    
Product Ref: 03/183C Company: OneCard International

Product Type: Case Industry: Hotels, Restaurants, Leisure
Retail & Wholesale

Related Product(s): Teaching Note
The OneCard case gives an account of how an entrepreneur was able to seize an opportunity to start a new business and to manage a low-cost, but effective sales operation. Khalid Gibran exhibited the hallmarks of entrepreneurial style íV he viewed rules as guidelines only and was willing to promptly adjust his organisationíŽs priorities to make the most of changing circumstances. In less than three years, he spearheaded two organisations but in so doing, he had to make a number of important trade-offs. OneCard íV his latest and most ambitious venture was launched just before Hong Kong was beset by the mysterious SARS virus. As retail sales plummeted and Hong Kong residents avoided eating out, many businesses were bracing for more uncertainty. Khalid Gibran, however, saw a marketing opportunity amid the many challenges and a chance to grow his merchant and subscriber
Functional Area : Marketing
Strategy & General Management

Issues: Entrepreneurship, Crisis Management, Small Business Strategy, New Product Marketing
Length: 11 pages Country: Hong Kong SAR

Pub. Year: 2004 Level of Difficulty: 1
         
This product type is available in the following language(s):      English   Simplified Chinese
         
Related Information: N/A
 
This is a part of The Trade & Industry Department SME Case Series
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