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TrademarkLogo.com: Transforming Legal Services on the Internet                                                                                                        
 
Product Ref: 04/191C Company: TrademarkLogo.com

Product Type: Case Industry: Commercial Services

Related Product(s): Teaching Note
In 2000, Robert Wang, senior partner of the Hong Kong law firm Robert W.H. Wang & Co., spearheaded the establishment of TrademarkLogo.com (TML). He believed that legal services, like other businesses, could exploit the opportunities afforded by the Internet. The trademark practice of the Intellectual Property (IP) department was a good Internet venture candidate. In 2002, the bursting of the Internet bubble (coupled with a worldwide economic downturn) hit the business hard. In 2003, the government rolled out the new Trade Mark Ordinance and Rules that streamlined and simplified the trademark and service mark registration process. As part of the Government¡¦s Electronic Service Delivery (ESD) initiatives, procedural and pricing information became readily available on the Web and anyone could lodge a trademark registration application themselves. The role of an IP service provider was thus undermined. How could TML make use of the Internet to establish a distinctive strategic positioning? What should TML do to react to the Government's ESD initiative; and how could TML create a strong enough value proposition for its customers and suppliers?
Functional Area : Management of Information Systems

Issues: Value proposition of internet businesses
Length: 10 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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