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Leccotech: The "Whole Product" Concept in Export Marketing                                                                                                                                                                                                                
Product Ref: 03/179C Company: LECCO Technology Ltd.

Product Type: Case Industry: Software & Services

Related Product(s): Teaching Note
Authors: Ali Farhoomand   Pauline Ng
LECCO Technology Ltd. (LECCOTECH), a Hong Kong-based SME company, developed a unique technology that could potentially revolutionise the management and efficiency of corporate databases in all industry sectors. However, the local market was small compared to the US and Japan in terms of IT spending, and the Company had to find a way to capture the untapped market. How could a small Hong Kong start-up with very limited funds convince the industry to take notice of its innovation and win over corporate users? How could it compete with the likes of BMC Software, Computer Associate and Precise, much better established software and database management solutions vendors whose presence in the overseas markets was an inspiration to LECCOTECH? This Case is about the successful export marketing of a new technology. It is concerned with the integral relationship between technology, innovation and corporate strategy. Moreover, since a company's product offering is often not a "whole product" on its own, this Case shows how companies can collaborate to deliver "whole products" to the user. Such is the basis for many successful global marketing strategies.
Functional Area : Economics & Business Policy
Management of Information Systems
Strategy & General Management

Issues: Whole product concept, Export Marketing, Innovation and Corporate Strategy, Global Strategic Partnerships
Length: 8 pages Country: Global

Pub. Year: 2003 Level of Difficulty: 2
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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