Case Study: Model Kit World

Alex S L Tsang, Wai Sum Siu, Gloria H.Y. TING

    Research output: Contribution to journalJournal articlepeer-review


    The Case Study section of the International Journal of Entrepreneurship and
    Innovation serves two purposes. First, the case studies presented are
    concerned with problematical issues that are pertinent to students of
    entrepreneurship. Thus they constitute appropriate teaching and learning
    vehicles on a variety of postgraduate and undergraduate programmes. Each
    case study is accompanied by a set of guidelines for the use of tutors. Second,
    it is envisaged that those engaged in entrepreneurial activities will find the
    cases both interesting and useful.
    This issue’s case study investigates the process of a Hong Kong magazine
    entering the mainland Chinese market. Understanding that the local
    magazine market was saturated and the constraints of his product, Mr Lai,
    the Chief Editor of Model Kit World Magazine decided to enter the mainland
    market. This study discusses how he chose this market, looked for an
    appropriate entry model and formulated his marketing strategy. The
    publication industry on the mainland is a specialized business; he is still
    exploring different modes of developing this market.
    Original languageEnglish
    Pages (from-to)231-234
    JournalJournal of Entrepreneurship, Management and Innovation
    Issue number3
    Publication statusPublished - 1 Aug 2007


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