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
Related Case Solutions & Analyses:
Airwide International
Linden Lab: Opening Second Life
Avaya (B)
Kuhn Flowers
Mobil USM&R (A): Linking the Balanced Scorecard
Royal Caribbean Cruises Ltd.: Safety, Environment and Health
Wal-Mart’s Global Women’s Economic Empowerment Initiative
Kindle Fire: Amazon’s Heated Battle for the Tablet Market
Cancer Screening in Japan: Market Research and Segmentation
How a US Consumer Products Company Unlocked the Three Tiers of Noncustomers
