This assessment examines the feasibility of launching an innovative transportation tool called Jetpack in your country. Students are asked to utilize their knowledge of the new product development process to assess the business opportunity and develop a market entry plan. This assessment is...

Driven largely by unique economic and political factors, Hong Kong SAR was a globalised economy long before the advent of global value chains in the 1990s. In particular, Hong Kong's role as a link between Mainland China and the rest of the world strengthened over time, as did its status as an...

Market sentiments influence the dynamics of Hong Kong’s macro-critical property market, but the unobservable nature of market sentiments makes it difficult to assess systemically this sentiment channel. Using text-mining techniques, this paper sets up a news-based property market sentiment...

This assessment examines the marketing challenges faced by i-mate, a Dubai-based smartphone manufacturer. Students are asked to utilize their knowledge of the basic marketing mix to develop a new marketing strategy for i-mate in order to move the company forward. This assessment is suitable for...

The German pharmaceutical industry is stepping ahead with its implementation of a new transparency disclosure code for cooperation between pharmaceutical companies and health care professionals (HCPs) and health care organisations (HCOs). In Germany, this transparency code ("Transparenzkodex")...

The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework in the context of advertising. C.G. Jung's theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite...

The pharmaceutical industry is known for investing heavily in promotions targeted at healthcare professionals (HCPs). Governments around the world try to regulate unwanted promotional practices in different ways. Where binding laws are in place in the U.S.A., European governments favor...