Business; China; marketing in China; publication industry; new venture; market-entry strategy. This case study focuses on issues related to a market-entry decision made by a small Hong Kong publisher. It relates the experiences of Mr Lai, the chief editor of a Hong Kong model-making hobby magazine as he attempts to expand its market to a nearby region. The study discusses both the pre-launch market-environment analysis and the market strategy adopted after launching the magazine on the mainland. Since Model Kit World is only a small business with limited capital and manpower, it has unique constraints that make its decision process quite different from those of multinational corporations.
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