Grey China Harvard Case Solution & Analysis

China is a subsidiary of Grey Advertising Grey, based in New York. Founded in 1917, Grey Advertising offers a variety of marketing and corporate services through 377 branches in 88 countries, employing 10,000 people. This case provides an overview of how the functions of advertising agencies and advertising industry illustrates timely issues, such as specialization and globalization. General Director of Grey China must decide whether to start the interactive services department to capitalize on the potential of first-mover advantage. Many marketing managers in Hong Kong and China were not aware of how interactive marketing can be integrated into their marketing communications programs. Gray China has the daunting task of creating a primary market demand for interactive marketing communications. "Hide
by John S. Hulland, Donna Everatt Source: Richard Ivey School of Business Foundation 18 pages. Publication Date: October 27, 1999. Prod. #: 99A014-PDF-ENG

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