The Mandatory Provident Fund (“MPF”) was established in December 2000 in Hong Kong to create a formal, government-controlled vehicle retirement protection for the local population. As a major service provider MPF, AIA-JF made a revolutionary movement in the initiation of the first socially responsible investment (“SRI”) fund, the Green Fund in the MPF market. SRI was a relatively new concept in Hong Kong, although it had grown rapidly in the U.S. and Europe since the mid-1980s. In the first year of the i … Read more »

The Mandatory Provident Fund (“MPF”) was established in December 2000 in Hong Kong to create a formal, government-controlled vehicle retirement protection for the local population. As a major service provider MPF, AIA-JF made a revolutionary movement in the initiation of the first socially responsible investment (“SRI”) fund, the Green Fund in the MPF market. SRI was a relatively new concept in Hong Kong, although it had grown rapidly in the U.S. and Europe since the mid-1980s. In the first year after the launch drew the Green Fund U.S. $ 5 million as targeted. However, the company had a fourfold increase in fund size to U.S. $ 20 million in three years with economically viable marketing approaches. Demonstrates the features of marketing investment products, particularly in the target market selection, and allows students the opportunity marketing strategies to recommend companies and individual consumers targeted.
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Ricky Chan
Amy Tang
Source: University of Hong Kong
34 pages.
Publication Date: Sep 14, 2007. Prod #: HKU664-PDF-ENG
AIA-JF Green Fund – Differentiation in Funds Market HBR case solution

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