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- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
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- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Creative Advertising: Sunday Communications Ltd.
內容大綱
Mobile network operator Sunday Communications Ltd. burst onto the scene in 1997 with an innovative approach to branding and promotion. Its "feels like Sunday" series of television commercials depicting irreverent attitudes and typical person-presenters struck a chord with Hong Kong customers and generated an initial interest that surpassed expectations for the late-entry mobile network provider. Encouraging initial sales figures coupled with a highly visible brand positioned Sunday to be a serious contender within the acutely competitive mobile phone sector. But despite its successes, Sunday claimed a mere 9.8% of the market in 2000 and 8.3% in 2005. With the mobile phone sector in Hong Kong operating at maximum penetration, would the lure of the Sunday brand prove strong enough to sustain a loyal subscriber base long term? Would its irreverent brand image eventually wear thin?