Case Study: Model Kit World

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.