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Case
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Reference no. 9B04A012
Subject category: Marketing
Authors: Kenneth G Hardy (Ivey Business School, Western University); Elizabeth O'Neil (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2004
Version: 2004-10-20
Length: 31 pages
Data source: Field research
Topics: Market entry; Entrepreneurial marketing; Cultural customs; Technology
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Abstract

Elixir Technology is a small software development company based in Singapore that develops data analysis and report generation software and provides technical training and consulting services. By May 2003, it had successfully sold this software to corporate clients in Singapore, China and Japan, following a very adaptive marketing strategy in each market. Now the managing director is contemplating entering the Middle East but must choose an entry strategy quickly to capitalize on the current window of opportunity. Available entry choices include direct entry, or several partnership options.
Location:
Singapore
Industry:
Business services
Size:
Small
Other setting(s):
2003
Teaching note
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Reference no. 8B04A12
Subject category: Marketing
Authors: Elizabeth O'Neil (Ivey Business School, Western University); Kenneth G Hardy (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2004
Version: 2004-08-20
Length: 8 pages
Data source: Field research
View full details

About

Abstract

Elixir Technology is a small software development company based in Singapore that develops data analysis and report generation software and provides technical training and consulting services. By May 2003, it had successfully sold this software to corporate clients in Singapore, China and Japan, following a very adaptive marketing strategy in each market. Now the managing director is contemplating entering the Middle East but must choose an entry strategy quickly to capitalize on the current window of opportunity. Available entry choices include direct entry, or several partnership options.

Settings

Location:
Singapore
Industry:
Business services
Size:
Small
Other setting(s):
2003

Related

Teaching note
-
Reference no. 8B04A12
Subject category: Marketing
Authors: Elizabeth O'Neil (Ivey Business School, Western University); Kenneth G Hardy (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2004
Version: 2004-08-20
Length: 8 pages
Data source: Field research
View full details