Incubation and the Hong Kong Science and Technology Parks Corporation

The chief executive officer (CEO) of the government-owned Hong Kong Science and Technology Parks Corporation (HKSTP) is setting the marketing policy for the incubation program at HKSTP, Hong Kong’s leading incubator of high-technology companies. Seeing marketing as a driving force to convey the strategy of HKSTP, the CEO must analyze the key services through which HKSTP can increase an incubatee’s chances of success; analyze the advantages and disadvantages that HKSTP presents for a start-up’s location; analyze how HKSTP positions itself in the competitive market for incubation services; discern how successful it is; and determine what marketing ideas HKSTP should use to convey its competitive advantages. The task is complicated by the global nature of the incubatee servicing market, the position of Hong Kong within the Greater Bay Area of the People’s Republic of China, and the CEO’s belief that a company has to be on its own, not relying on government programs. Not only did the CEO have to give HKSTP’s incubatees the resources to help them survive and prosper, but he also had to attract the best tech start-ups to join the program.

This case can be used in a graduate-level course on marketing, branding, or the management of innovation. Students should have background knowledge in marketing management and should be familiar with the product, price, promotion, and place (4P) framework; brand management; targeting; and market segmentation. Students should also be familiar with analyzing business models, particularly those of start-ups. Familiarity with constructs for analyzing a start-up, such as the business model canvas, would be helpful. After the completion of this case, students will be able to<ul><li>assess the role, effectiveness, and limitations of incubators in government science and technology policy;</li><li>explain the challenges of being a technology entrepreneur;</li><li>analyze the issues in marketing incubation services to potential incubates; and</li><li>develop a marketing plan for a leading incubator of high technology companies.</li></ul>

• incubation, start-up, branding