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Marketing strategy for small application service providers in a new market

Hsu, C. M. and Kong, L. X. 2003, Marketing strategy for small application service providers in a new market, in PACIS 2003 : Proceedings of the Seventh Pacific Asia Conference on Information Systems, University of South Australia, Adelaide, S. Aust..

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Title Marketing strategy for small application service providers in a new market
Author(s) Hsu, C. M.
Kong, L. X.
Conference name Pacific Asia Conference on Information Systems (7th : 2003 : Adelaide, South Australia)
Conference location Adelaide, South Australia
Conference dates 10-13 July 2003
Title of proceedings PACIS 2003 : Proceedings of the Seventh Pacific Asia Conference on Information Systems
Editor(s) Hanish, Jo
Falconer, Don
Horrocks, Sam
Hillier, Mathew
Publication date 2003
Conference series Pacific Asia Conference on Information Systems
Publisher University of South Australia
Place of publication Adelaide, S. Aust.
Keyword(s) small to medium-sized enterprises (SMEs)
application service providers
analytic hierarchy process (AHP)
marketing strategy
Summary Small to medium-sized enterprises (SMEs) including small application service providers (ASPs) are playing an increasingly important role in the development of global economies particularly in developing countries like China. This paper studies marketing strategies of small application service providers (ASP) with a focus on what the important factors are to establish a new ASP business in China. An analytical hierarchy process (AHP) method is used to analyse critical factors of the ASP industry. The research surveyed CEOs or senior managers who are working in ASP firms, to identify how a marketing strategy can be developed for an ASP firm to start business in China. It is found that the localisation of middle level managers, the localisation of products and services, the protection of intellectual property (IP), and infrastructure and transportation system are the most important factors for small ASP firms to do business in China.
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ISBN 9780868039947
0868039942
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2003, PACIS
Persistent URL http://hdl.handle.net/10536/DRO/DU:30026023

Document type: Conference Paper
Collections: Centre for Material and Fibre Innovation
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