CABC Homepage
New Customer | Sign In
List of Popular Cases Newly Released Cases Faculty of Business and Economics Institutional Users Home Site Map
Advanced Search
 
Topic Index
Industry & Company Index
Most Popular Cases
Newly Released Cases
SME Cases Series
Introduction
SME Case Series
China Cases Series
India Cases Series
IT Industry Transformation Series
Cases in Chinese
Cases in Other Languages
Project SARS Rebound
Case Details:
Email to a friend
灵高:出口行销中的"完整产品"概念    
 
Product Ref: 03/179C Company: LECCO Technology Ltd.

Product Type: Case Industry: Software & Services

Related Product(s): Teaching Note
Authors: Ali Farhoomand   Pauline Ng
建基香港的灵高科研有限公司(灵高),是结构化质询语言Structured Query Language (SQL)最优化技术的先锋。公司于1995年成立,开发了一种独特的技术,有可能会革新所有行业中企业数据库的管理和效率。可是,与美国和日本相比,本地市场在信息科技(IT)方面的花费比较少,因此灵高需要寻求方法去掌握尚未开发的市场。一家新成立、只有少量资金的小型香港公司如何能说服各行业去留意它的创新?如何赢得公司客户?它如何能与BMC Software、Computer Associate和Precise这些已打稳根基、其在海外市场的成绩正好是灵高的榜样的软件和数据库管理解决方案外包商竞争? 本个案是有关新技术的成功出口行销,这涉及技术、创意和公司战略的综合关系。此外,由于一家公司的产品通常本身都不是一件"完整产品",本个案显示了公司之间如何能通过协作向使用者交付"完整产品",这正是很多全球行销战略的成功基础。
Functional Area : Economics & Business Policy
Management of Information Systems
Marketing
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
Order This Item
Type Language Quantity * Unit Price
Case (03/179C) HK$58 / US$7.5
* Order quantity should include copies that you plan to make
   for class use or distribute for other purposes.
   You will not be shipped hard copies for cases.