In 2005, a group of Hong Kong and mainland China decided based executives from the world’s leading advertising and marketing company the Chinese advertising industry was ripe for a new model So in October of this year, they finish their work to the WE Marketing Group launch . WE was the first to offer a combination of deep local understanding and expertise in international brand management. Based on these strengths, the company boomed. They were offered more business than they can handle, and at her first … Read more »

In 2005, a group of Hong Kong and mainland China decided based executives from the world’s leading advertising and marketing company the Chinese advertising industry was ripe for a new model So in October of this year, they finish their work to the WE Marketing Group launch . WE was the first to offer a combination of deep local understanding and expertise in international brand management. Based on these strengths, the company boomed. They were offered more business than they can handle, and at its first anniversary had managed to land several large accounts. At the same time, the leaders were in the future. They were aware that a number of social trends were poised to change the face of the industry]. Given limited resources, we had executives to make a choice. If the company continues to grow from their strengths and strengthen their position in the traditional advertising and marketing space? Or should they sail into uncharted waters by entering into new fields?
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from
Ali Farhoomand,
Kineta Hung,
Grace Loo
Source: University of Hong Kong
13 pages.
Publication Date: Sep 25, 2007. Prod #: HKU734-PDF-ENG
WE Marketing Group: Building a Global Marketing and Communication Company in China HBR case solution