kong-marketingstrategy-2003.pdf (205.17 kB)
Marketing strategy for small application service providers in a new market
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.
History
Event
Pacific Asia Conference on Information Systems (7th : 2003 : Adelaide, South Australia)Publisher
University of South AustraliaLocation
Adelaide, South AustraliaPlace of publication
Adelaide, S. Aust.Start date
2003-07-10End date
2003-07-13ISBN-13
9780868039947ISBN-10
0868039942Language
engNotes
Reproduced with the kind permission of the copyright owner.Every reasonable effort has been made to ensure that permission has been obtained for items included in Deakin Research Online. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.auPublication classification
E1.1 Full written paper - refereedCopyright notice
2003, PACISEditor/Contributor(s)
J Hanish, D Falconer, S Horrocks, M HillierTitle of proceedings
PACIS 2003 : Proceedings of the Seventh Pacific Asia Conference on Information SystemsUsage metrics
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