In 2000, Robert Wang, a senior partner of the law firm Hong Kong Robert WH Wang & Co., was instrumental in the founding of TrademarkLogo.com (TML). He believed that legal services as other companies could take advantage of the opportunities afforded the internet. The hallmark of the practice of Intellectual Property (IP) department was a good candidate for an Internet venture – the process was easy and it took several calls and meetings between lawyer and client. The business … Read more »

In 2000, Robert Wang, a senior partner of the law firm Hong Kong Robert WH Wang & Co., was instrumental in the founding of TrademarkLogo.com (TML). He believed that legal services as other companies could take advantage of the opportunities afforded the internet. The hallmark of the practice of Intellectual Property (IP) department was a good candidate for an Internet venture – the process was easy and it took several calls and meetings between lawyer and client. Also doing business over the Internet would greatly reduce the amount of paperwork, making the solution of the IP department cost overrun problem. However, sending the burst of the Internet bubble, combined with global economic problems, the business in a downturn in 2002. The dot-com appeal appeared along with the Internet hype disappeared; slowed traffic on the site, and the number of transactions fell. Then in 2003, the government rolled out the new Regulation and Trademark Office rules that streamlined and trademark and service mark simplified registration process. As part of the government electronic service delivery (ESD) initiatives, process and price information was easily insert over the web and anyone could register a trademark application itself – undermine the role of an IP service provider. As the new manager hired to turn things around, Poorna Mysoor was charged with reviving the economy and identifying opportunities for future growth. As she was preparing its proposal, Robert Wang, she wondered about the TML competitive advantage. How TML could use the Internet to establish distinctive strategic positioning? How TML should react ESD initiative of the government? How TML was a strong enough value proposition to its customers and suppliers?
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from
Ali Farhoomand,
Monica Wong
Source: University of Hong Kong
10 pages.
Release Date: 16 February 2004. Prod #: HKU315-PDF-ENG
TrademarkLogo.com: Transforming Legal Services on the Internet HBR case solution

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