Product details

This case is part of the Trade and Industry Department SME case series funded by the Hong Kong Special Administrative Region Trade and Industry Department SME Development Fund. LECCO Technology Ltd (LECCOTECH), a Hong Kong-based small to medium enterprise company, developed a unique technology that could potentially revolutionise the management and efficiency of corporate databases in all industry sectors. However, the local market was small compared to the US and Japan in terms of IT spending, and the company had to find a way to capture the untapped market. How could a small Hong Kong start-up with very limited funds convince the industry to take notice of its innovation and win over corporate users? How could it compete with the likes of BMC Software, Computer Associate and Precise, much better established software and database management solutions vendors whose presence in the overseas markets was an inspiration to LECCOTECH? This case is about the successful export marketing of a new technology. It is concerned with the integral relationship between technology, innovation and corporate strategy. Moreover, since a company''s product offering is often not a whole product on its own, this case shows how companies can collaborate to deliver whole products to the user. Such is the basis for many successful global marketing strategies.