International marketing opportunities for high technology products : a case study of the marketing of Hong Kong's notebook computers in Thailand | |
| Author | Fung, Lincy Chuen Nga |
| Call Number | AIT Thesis no.SM-93-01 |
| Subject(s) | High technology--Marketing Computer input-output equipment--Thailand |
| Note | A thesis study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in Management of Technology |
| Publisher | Asian Institute of Technology |
| Abstract | Today businesses does not only involve buying and selling for the local market, but also for foreign markets. One of the ways to enter the foreign market is through the exporting of goods and services. The process of internationalization created much interest in the area of international marketing. Marketing of high technology products is somewhat different from simple marketing of consumer goods and services. This is mainly due to the dynamic characteristics of high technology that are unpredictable and changes all the time. The short product life cycle creates much uncertainty and risk for the marketer of such products. In order to look into the above mentioned concepts, the case of marketing of Hong Kong's notebook computers in Thailand is being studied. To gain better insights in determining the business and market opportunities, the different envrionmental factors from both sides - Hong Kong and Thailand - and related elements which would affect these opportunities are analyzed through personal interviews with manufacturers in Hong Kong as well as with the existing Thai agents. The appropriate marketing strategies are then formulated as a result. |
| Year | 1993 |
| Type | Thesis |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration in Management of Technology (Publication code = SM) |
| Chairperson(s) | Hertzberg, Ellen |
| Examination Committee(s) | Ramanathan, Krishnamurthy ;Supapol, Atiphol Bhanich; |
| Scholarship Donor(s) | Marden Family (Hong Kong); |
| Degree | Thesis (M.B.A.) - Asian Institute of Technology, 1993 |