WE Marketing Group: Building a Global Marketing and Communication Company in China Harvard Case Solution & Analysis

In 2005, a group of Hong Kong and mainland China-based executives of leading global advertising and marketing firms decided the Chinese advertising industry is ripe for a new model So, in October of the same year, they quit their jobs to start WE Marketing Group. We were the first company to offer a combination of deep understanding of the local and international experience in brand management. Based on these strengths, the company flourished. They offer more business than they could handle, and at their first anniversary managed to land numerous big accounts. At the same time, the leaders looked to the future. They were well aware of the fact that a number of social trends were ready to change the face of industry]. Faced with limited resources, we are the leaders had to make a choice. If the company continues to grow from its strengths and to strengthen its position in the more traditional advertising and marketing space? Or should they sail into uncharted waters, moving to new field? "Hide
by Ali Farhoomand, Kineta Hung, Grace Lo Source: University of Hong Kong, 13 pages. Publication Date: September 25, 2007. Prod. #: HKU734-PDF-ENG

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