Impact and Implications of Remote Workforce on Marketing Management in Hong Kong

This research study focuses on the impact and implications of the remote workforce on marketing management in Hong Kong. It explores the challenges and benefits of remote working in the current scenario, including the COVID-19 pandemic and political issues. The study aims to provide insights and solutions to enhance productivity and engagement in a remote work environment. The research is conducted in the personal and professional context, considering the experiences of a marketing agency in Hong Kong.

A study of the impact and
implications of the remote
workforce on marketing
management in Hong Kong

CHAPTER 1: INTRODUCTION
This is the first chapter of the research report and will present the background of the research
project along with the problem statement. In addition to these, this chapter will also present
research questions, research aims and research objectives. Towards the end of the chapter,
research will present an account of the significance of conducting research on the selected topic,
which will be followed by an overview of the main contents of each chapter.
1.1: Background of Research
Due to the political issue in Hong Kong, social conflicts and protests happen more frequently for
the reason of Hong Kong–Mainland China conflict, political screening, economic and social
inequality. The protests lead to traffic jams, damage to public facilities, broken windows and
doors of retail shops. The protests have affected Hong Kong's economy and stock market. One
major driver of the economic downturn in Hong Kong is a steep decline in retail sales.
Even worse, due to Coronavirus Disease 2019 (COVID-19), the economy was negatively
affected in general over the world. Members of the public are strongly urged to avoid non-
essential travel outside Hong Kong. As a highly developed economy with a high standard of
living, Human’s behavior, business development, management decisions, and investment
direction were forced to change and influence others.
Employees are not able to come to the workplace. Firm had a requirement to get staff members
to work from home. Employees are required to be able to communicate and collaborate online
without sacrificing the security. To get over this issue, a companystarted remote working in
which a largenumber of the staff members are working remotely around the world.
A remote workforce is defined as the employee who is employed by a company but works
outside the office environment. In recent times the trend of remote working has been increased
which is a result of technology and high inclination towards free working. In the current scenario
of the COVID-19 pandemic and political issues in Hong Kong, most of the businesses are
working remotely in order to run their business in an unstoppable manner and grab prominent
opportunities as well. (Badi, Wang and Pryke, 2017)

The researcher has been working in the marketing agency, GASOL Limited in Hong
Kong since 2010. Throughout the years, especially the COVID and Hong Kong Protests,
consumers were less willing to go out and many commercial event activities were being forced
to be cancelled. All the marketing activities were pending until further notice (Fu, Ridderstaat
and Jia, 2020). At the back office, people were announced to work remotely at home. There is
such a great need for a change of traditional marketing to digital marketing. The need for NEW
marketing channels had increased significantly; no matter outsourced or in-house, the work
being managed by a team was moved to a remote office.
1.2: Problem of statement
In a business environment many factors arise that should be analyzed by management in order to
operate their business and increase the performance. Remote working is a mode of work that
allows employees of an organization to perform all required job responsibilities from outside
traditional office space.
A distributed workforce is said to exist when a business utilizes employees who work in multiple
locations, including their homes and satellite offices. (Hinds, P. & Kiesler, S., 2002.)
The distributed workers do not get the opportunity to interact live with other team members.
Working long hours without breaks seemed to be fairly normal for remote teams. （Osman, H.,
2016. （ Distraction may happen at an individual's working place. It can happen as a result of
trying to work across many time zones in order to assure the close collaboration. Remote
working helps the marketing management to enhance productivity of an organisation. It makes
the staff members more engaged. The remote work is mainly related with the more engagement
causes the cognitive dissonance. (Andaleeb and Hasan, 2016).
The aim of the business industry is to develop organizational performance and productivity by
allowing professionals to work outside of the traditional office environment. This is based on the
concept of work needing not to be done in a specific place to be executed successfully. In other
words, it is the practices of leading and managing remote employees effectively. To develop the
business some staff work outside by managing all functions and activities that deliver higher
performance (Chan and Lim, 2020). This comprises a mix of communication, technology, and
process which is specifically designed for leading a productive remote workforce.

In the business environment individuals are considered as the main assets of any modern
business where digital marketing activities and functions are used to increase the business
performance and brand image. Remote work enhances productivity of an organisation. Working
at an office enforces discipline and also makes the people more productive than they are when
anyone is not looking. Staff members and business firms both agree that major detractors from
the sufficient work are related to working in office. On the other hand, having staff members in
the office is expensive. Through having the remote employees, the company is able to save the
costs and save add up. Idea about remote working is related to the engagement that causes
cognitive dissonance (Six tips (and tools) to building a world-class remote marketing team.
2020). Staff members that remotely work feel that the firm cares well. They need to manage their
own time and also productivity. In context to this, they feel less like interchangeable cogs in
machines. Interactions with the colleagues are limited to problems which matter instead of
spending an inordinate amount of the time socialising. They feel closer to firm and mission than
when they perform the tasks in office.
GASOL Limited is a Hong Kong based design & marketing agency, founded in 2010.
The team of such an industry involves professionals with rich experience and creativity that can
help to develop the business performance. This provides better quality of services which
influences the number of customers and increases productivity effectively. As the whole world is
facing the problem of Pandemic (Covid-19) all businesses have been affected negatively. Most
of the businesses work remotely by using digital technology for the purpose of running their
business in an unstoppable manner and getting the opportunities. (Cheng et. al., 2016). GASOL
is a Hong Kong based totally design & advertising and marketing agency, founded in 2010.
Their crew of professionals with wealthy reports and creativity are passionate in presenting all-
round service for you. They serve a large mix of personal-public, and social-zone organizations
across numerous industries to assist our customers in achieving their desires. Their works
replicate their creativity. They take a constant approach to making use of new knowledge and
technology to enhance our creativeness, producing limitless thoughts and opportunities.
1.3: Theoretical rationale
The present investigation is based on the impact and implications of the remote
workforce on marketing management in Hong Kong. The remote working style tends to do better
work outside the office. They are inspired through surroundings and can filter out the distractions

of the environment as they seem to be fit. Opportunity to work remotely brings a new
perspective to the position of remote worker. In regards to this, they see this as motivation or
reward for excellence of work and continue to surpass objectives. This dissertation is mainly
conducted in a personal and professional context. This research is mainly related to the impact
and implications of the remote workforce on marketing management in Hong Kong. The remote
workforce is a mode of work that permits staff members of a company to perform all necessary
job responsibilities from outside traditional office space. In the personal context, the
understanding of researchers about the core subject area will be enhanced so that it is able to
perform the tasks. On the other hand, in a professional context, research skills as well as
analytical skills of an investigator are enhanced (Cheng and Zhang, 2018). Through this, the
researcher is able to perform the tasks and activities related to an investigation in a significant
manner. An investigator is able to perform any kind of similar investigation in the future and get
positive research outcomes.
Need hierarchy theory
Maslow's want hierarchy specifies that the 5 needs shown right here are activated so as,
from lowest to highest. Each need is brought on after the one immediately under it inside the
hierarchy is happy.
Safety Needs- After physiological wishes have been happy, the next stage of desires is
triggered--protection wishes. These are concerned with the want to operate in an environment
that is bodily and psychologically safe and comfy, one loose from threats of damage.
Organizations help fulfil their employees' safety wishes in several approaches. For example, they
guard keep employees from risks within the surroundings by means of fitting them with goggles
and hard hats (Cortez and Johnston, 2020). Even apparently secure work settings, together with
places of work, may be swamped with safety dangers. This is why efforts are made to spare
workplace employees from eyestrain, wrist accidents (such as the increasing number of well-
known carpal tunnel syndrome), and returned pain, by the usage of in particular designed laptop
monitors, desks, and chairs. Physical protection may also contain such basic tools as safety and
fire-prevention. Today's organizations show considerable interest in protective the safety of their
personnel. Although government guidelines dictate many safety practices, it's miles secure to say
that employers independently understand the motivational benefits related to offering secure
paintings environments.

Social Needs- Once physiological and protection desires had been happy, the social
desires are activated. These refer to the need to be appreciated and conventional by way of
others. As social animals, they need to be with others and to have them approve of them
(Yeniyurt and et. al., 2019). Many organizations offer fitness canter facilities for their
employees. Besides maintaining employees healthy, it is easy to look how such opportunities
additionally assist fulfil social wishes. "Playing tough" with the ones whom we also "paintings
difficult" provide true opportunities to meet social wishes on 26 the activity.
Esteem Needs- Not only will we need to be liked by means of others socially, but we
additionally need to benefit their admire and approval. In other phrases, we've a need for self-
esteem—this is, to attain achievement and have others understand our accomplishments.
Consider, for instance, reserved parking spots or plaques honouring the "employee of the
month." Both are approaches of selling esteem within man or woman personnel. So too are
awards banquets wherein worth workforce members' contributions are diagnosed. The identical
thing is frequently achieved in print with the aid of spotting one's organizational contributions on
the pages of a corporate publication. The practice of awarding bonuses to humans making
guidelines for improvement is another rather successful manner to assist employees' satisfy their
esteem desires. A actual “thank you” may be enough reputation to foster respect and esteem.
Self-Actualization Needs- What takes place in any case an employee's lower-order
desires are met? According to Maslow, human beings will strive for self-actualization—this is,
they will work to turn out to be all they're able to being. When people are self-actualized they
carry out at their maximum level of creativity and grow to be extremely valuable property to
their businesses (Leonidou and Hultman, 2019). For this motive, companies are inquisitive about
paving the way for his or her employees to self-actualize by means of assembly their lower-order
desires. As this discussion definitely indicates, Maslow's idea affords tremendous guidance with
appreciate to the wishes that workers are influenced to achieve. Indeed, many corporations have
taken movements directly recommended by using the idea, and have located them to achieve
success. For this cause, the concept stays popular with organizational practitioners. Scientists,
however, have referred to that specific elements of the principle—notably, the statement that
there are simplest five needs and they are activated in a specific order—have no longer been
supported fully. Despite this shortcoming, the insight that Maslow's principle gives into the

importance of spotting human needs in the place of job makes it a precious method to
motivation.
In stark evaluation to Weber's bureaucratic concept of control, the human members of the
family concept emphasize relationships. Mayo believed that productivity increases whilst
humans sense like they're a part of a group and valued via their co-workers (Tse, Wang and
Zhang, 2019). The human relations theory emphasizes reward and teamwork as motivational
factors. This is largely the alternative of the bureaucratic idea. While emphasizing private factors
is a superb concept, there may be an excessive amount of an amazing factor. Valuing
relationships especially else can cause complex situations like office romances and promotions
based totally on personality as opposed to activity accomplishments. A glad medium between the
bureaucratic concept and human members of the family idea is probably a higher goal for
managers. Some regulations are necessary, but you shouldn't dehumanize personnel both.
1.4: Research Rationale
The researcher of the study has opted for this topic because it is the current issue. The researcher
will select this topic because of personal interest and wants to gain a wider set of perspectives
linked with the subject matter. This is the current issue in the present time because of the
COVID-19 pandemic. The researcher of the study will use themes in order to effectively explore
the related subject matter. The present investigation is conducted in the personal and professional
context. In the personal context, understanding about the remote workforce in Hong Kong of an
investigation can be enhanced effectively (Dean et. al., 2021). It helps in enhancing the
understanding regarding the remote workforce in the detailed manner and its benefit during the
COVID-19. On the other hand, this is also investigated in the professional context as it is helpful
in enhancing the research and analytical skills of an investigator effectively. Improving the skills
helps in developing the positive impact on an investigator as it assists in conducting the similar
kind of investigation in future. It will help in completing the investigation effectively and getting
positive research outcomes. In order to conduct this research, the information about the concept
of remote work and how people will benefited with remote work option. The cause and motive in
the back of the choice of this specific region of studies is to get records about the hospitality
industry. Also, conscious with the technology which is considered by using inns so that it will
provide effective and satisfactory services to its guests and cope with the troubles and useless
scenario like COVID 19. Along with this, by investigation at the unique place of research, the

investigator can make improvement in know-how which aid within the personal development.
Apart from this, it's going to help the man or woman in future whilst the character wills paintings
on associated topic or studies location. Additionally, carrying out research in this subject matter
will support in analysing the troubles that confronted by management of respective venture cause
of COVID19 and the plans this is used by the administration in context of the troubles.
1.5: Research Questions
The research question is a question that a research project sets out to be answered. Selecting
the research question is a necessary component of qualitative and quantitative research. The
research questions are particular inquiries that seek to give response to. This resides at the core
of systematic research and assists to clearly explain the path for the research process. It addresses
problems or issues that analysis and also interpretation of data answers the conclusion of study.
The research question is based on the research objectives. The research questions address issues
by analysis as well as interpretation of the data. A research query is a selected inquiry which the
research seeks to provide a reaction to. It resides at the canter of systematic investigation and it
helps you to clearly define a course for the studies technique (Research Questions: Definitions,
Types + [Examples]. 2020). A research question is usually the first step in any studies
assignment. Basically, it's miles the primary interrogation factor of your research and it sets the
tempo for your work. Typically, a research query focuses on the studies, determines the
technique and speculation, and guides all tiers of inquiry, evaluation, and reporting. With the
proper research questions, you may be able to gather beneficial information on your research. A
studies query is a query that a look at or research task aims to reply. This question often
addresses a difficulty or a hassle, which, through evaluation and interpretation of facts, is spoke
back within the observe’s end. In most research, the studies query is written in order that it
outlines various elements of the look at, inclusive of the population and variables to be studied
and the problem the examiner addresses (Di Benedetto and Lindgreen, 2018). These are in the
written form that outlines the different aspects of study consisting of the variables to be studied
and also address the research issues in an effective manner. Significance of framing the research
questions is that this narrows down wider interest topics into particular subject areas. These
mainly reveal the boundaries of study.
 What is the challenge of the change of the remote workforce in Hong Kong?
 What are the marketing strategies being transformed due to the remote workforce?

 What is the key effect of a remote workforce on marketing management in Hong Kong?
1.6: Research Aims and objectives
The reason for choosing “A Study of the impact and implications of the remote workforce on
marketing management in Hong Kong.” is for the researcher to assist in determining the
feasibility of marketing management in Hong Kong. It has been a topic of discussion amongst
the senior management of the company. At the time of remote working, the company must
strategically work towards reducing operational costs whilst maintaining employees' work
efficiency. (Bush, 2016)
Research objectives
In conjunction with the above-mentioned research questions and research aim, following are the
research objectives.
● To critically determine the background of the change of the remote workforce in Hong
Kong.
● To examine the impact on the marketing strategies being changed due to the remote
workforce.
● To evaluate the implications of a remote workforce on marketing management,
transforming business processes, and the development of e-business in Hong Kong.
1.7: Summary of the Chapter
The current project has been taken into consideration about the impact and implications
of the remote workforce on marketing management in Hong Kong. In the situation of COVID-19
and social conflicts, companies face the issues regarding the work as offices are shut down.
Through remote working, employees are able to perform all job responsibilities from outside the
workplace. Through telecomm uniting from the home offices, staff members make up a remote
workforce for that company (Mak and et. al., 2018). Remote workers should be productive and
attain daily work outside the office space of the company. To assure employee engagement,
more companies in Hong Kong provide the technology for an instance video conferencing that
assures strong employee experience (Cortez and Johnston, 2020). This kind of technology should
provide the digital workspace solution for the remote workers consisting of endpoint

management, content collaboration and virtual applications. In context to this, marketing mainly
consists of more activities which can be done on an independent basis. It makes the remote staff
members suited better for marketing management. The daily basis activities such as social media
updates, building and email outreach can effectively be done through staff members working
remotely. On the other hand, remote working helps in improving employee engagement and
enhances productivity. The remote workers are mainly demonstrating the high employee
engagement through ongoing beyond and above on work as compared to staff members working
in the traditional office space. It may be due to remote staff members not needing to expand on
daily commutes and better control over the work environment inside the home office.
This was the first chapter of the research report and presented background of the research
project
along with problem statements. In addition to these, this chapter also presented problem
statements, research aims and research objectives. The result of the research will show the
impact and implications of a remote workforce. By understanding such an economic
environment, the research inspires readers about how tosurvive and extend beyond their
business.
CHAPTER 2: REVIEW OF LITERATURE
2.1: Introduction
In the previous section, researcher presented research aim and objectives along with background
and problem statement. In this chapter, researchers will present a review of literature. This
section will present the literature that is relevant to the background of the remote work force in
Hong Kong (). However, certain styles create an impact on the situation at hand. The last part of
this section will present the meshed impact of these situations in a business.
2.2: Critical Debate
The literature review is critical analysis of segments of the published knowledge body by
classification, summary and also comparison of the prior research related studies. The
preliminary review before study is to evaluate current literature and also justify the study. It is

related to collection of the published materials or information on impact and implications of the
remote workforce on marketing management in Hong Kong. It does not require to be inclusive of
each book and article which has been written on topic because they will be wider. It should
consist of key sources concerned with the main debates and gaps in the research area. Main
purpose of conducting the literature review is to critically evaluate current literature and also
justify the need to conduct an investigation. It can be categorized as theoretical and experimental.
The experimental literature review is related to surveying all information that is available on a
specific topic and analyse critically gaps which require to be worked on (Gross, Buchanan and
Sané, 2019). On the other hand, theoretical literature review is concerned with reading existing
literature. In this present investigation, literature review is related to the impact and implications
of the remote workforce on marketing management in Hong Kong. In the literature review,
research objectives have been attained by consisting of different secondary sources for an
instance articles, internet sources, scholars, journals and others. The literature review is going to
determine the background of the change of the remote workforce in Hong Kong. Other than this,
through using the secondary method of data collection, there will be discussing the impact on the
marketing strategies being changed in HK due to the remote workforce in a detailed manner. The
literature review should be analysis and synthesis of relevant and accurate published work that is
linked at time to own rational and purposes. It is necessary that an investigator consists of a clear
and short introduction that provides an outline of review consisting major topics covered and
order of arguments with brief rationale for it. Other than this, literature review should be a
critical summary of chosen literature that mainly guides readers by theme of an investigation.
The concept of the expertise economic system, then, would suggest that the growth in far
flung working can be in part explained by means of this economic shift. There has, for example
been a marked boom in the proportion of the team of workers hired as managers, experts and
companion experts during the last two many years. Their employment proportion rose by way of
ten percentage factors between 1994 and 2014, and they may be anticipated to account for
around a 1/2 of all people via 2024. The article examines to what volume those occupational and
business shifts—taken as a proxy for the know-how economic system—can account for the
boom in remote running. The second explanatory principle is the concept that employers are
enticing labour in methods which might be more attentive to whilst and wherein work is wanted.
This is primarily based on the model of the ‘flexible company’ in which employers treat

elements of the team of workers differently to boom numerical and purposeful flexibility. The
former is secured through ‘bendy working’; that is, ‘a type of running arrangement which gives a
degree of pliability on how long, where, while and at what instances employees paintings’. It
includes a long list of ways wherein employers dice and slice operating time in addition to adjust
the vicinity of work to enterprise demands. However, as with other non-well known paintings,
those who work remotely are frequently flexible in a couple of approaches. For instance -thirds
of these running at least half of their time at or from domestic is self-hired and a 3rd of them
paintings element-time. Working remotely may additionally, therefore, go hand in hand with
different styles of flexible working and trends in these styles of paintings can also explain as a
minimum part of the growth of far flung operating.
Taking these theories together, a few have gone on to signify that ‘of all of the shifts
happening inside the labour market in the intervening time, this [remote working] appears the
least innovative of the lot. In this text, then, they assess the electricity of this argument by means
of factoring in shifts closer to the information economic system, the upward push of flexible
running and converting demographics of the personnel. Another key characteristic of the
controversy surrounds the benefits of faraway running. The public discourse indicates a ‘win-
win’ state of affairs wherein each employers and employees advantage. Employers’ gains come
from a more effective workforce which makes use of less space and is more value powerful to
house, and people’ gains stem from the prospect of a higher work-existence stability, thereby
increasing degrees of task pride and organisational commitment. These thoughts are primarily
based on partly overlapping theories. It is primarily based at the concept that events should abide
via sure policies and norms of change that generate reciprocity.
2.2.1 To critically determine the background of the change of the remote
workforce in Hong Kong.
As per the opinion of Brie Weiler Reynolds (2021), Remote working means working far
from where the manager is located. In remote working situations, an employee does not travel or
commute to the office or does not travel to the central workplace. It is a working style that
permits the professionals to work outside of the traditional office environment. This is related to
the concept that work does not require to be done in a particular place to be successfully
executed. When the COVID-19 forces the firms in Hong Kong all over the world to send staff
members home to work virtually, remote work has a big moment. Remote working has all types

of advantages consisting of the motivational level of staff, enhanced productivity and retention of
staff members within an organisation. Remote working does not apply to those employees who
work from home. The main benefit of remote working is that staff members spend a couple of
days in the office and the rest of the home to ensure everyone stays in touch. Many of the remote
jobs come with the flexible schedules that means employees can begin and end the day as they
select. This control over work schedule can be invaluable when this comes to attending
requirements of personal life. In regards to this, working from home is better and it also removes
the sources related to daily stress, for the employees fortunate enough to have the jobs which can
be completed at home (Hazarika and Zhang, 2019). The COVID-19 develops a massive shift to
remote work, this is an enhancing source of the stress and has implications for staff members as
well as productivity of an organisation. Although Coronavirus has led to the social, economic
and also health devastation, this has developed an unprecedented opportunity to run the biggest
workplace experiment. The experience is yielding the fascinating which have the necessary
implications for how they should organise the work. Hong Kong continues to grapple with
COVID-19 and several people have already got used to the social distance and also meeting
online through now. People should be more confident with all preventive measures which the
government has put in place. The advantages of remote workforce are to attract the millennial
talents and also increase employee satisfaction. The workplace flexibility is the most attractive
offering managers can give to the job seekers. This assists to expand the talent pool of companies
through tapping the most sought after demographics such as millennials. Being the biggest pie in
the labour population, this talent group holds the most expectations on perks given through firms,
prompting from the rewards to the fringe advantages and flexible working hours within an
organisation. In context to this, Hong Kong was the first wave of the cities which shifted to
working from home to curb COVID-19 spread. The staff members were thrown in at the deep
end, left struggling with the technology. Coronavirus has been a catalyst to prove that working
from home is a better option. The outbreak shows that the changes can be made to the traditional
working model.
Remote working is the next normal
Molino and et.al., (2020) sought to determine the fact that, Remote working is referred to as a
mode of work which allows employees of the company to perform all the essential jobs with the
utmost degree of responsibility from outside traditional office space. In some of the offices,

working from home has been a growing option rapidly. The pre- pandemic is acceleration in the
work from home trends that occurred in the high skilled and talented while collar occupations.
The rates between administrative and office employees were minimum. Pandemic situation has
been the administrative remote work that climbing. Fastest development in remote work has
been in the computer related occupation with financial, management and business occupations
experiencing the rapid development in teleworking. Remote work is not an option for manual
service and blue collar jobs (Ho and Law, 2020). On the other hand, remote work enhances talent
pool as well as minimum labour costs through hiring from minimum expensive markets. The
new willingness to hire the remote employees could foretell shifting trends of office and
professional jobs to minimum expensive geographic and also offshoring jobs wave. Remote
working is usually done by telecommuting from home offices. The remote workforce is
considered to be a flexible workforce. The employees can work from home and are considered to
be significant in maintaining professional as well as work-life balance. COVID-19 pandemic is
one of the key prominent factors which leads to a remote workforce within Hong Kong. COVID-
19 pandemic has led to a change in the work pattern. Political issues such as the protest in Hong
Kong is one of the key prominent factors which leads to change in the remote workforce.
Remote working will be considered to be the new normal even after the COVID-19 pandemic is
over. On the other hand, remote workers are mainly faced with the mental health challenges and
potential well being because of the extensive changes to the working practices and new
exclusion areas. The exclusive areas are related to living circumstances, access to the digital
connectivity and extra care responsibilities. In regards to this, business leaders are mainly
prioritizing mental health of staff members. It is assuring that well- being of employees was
among main measures that is being undertaken through the leaders which are looking to shift to
remote work in an effective manner. It has been examined that around more than a third (34%)
of the leaders stated that they are taking the steps to develop a sense between staff members
online. They were looking to tackle well- being challenges which posed through shift to remote
working.
2.2.2: To examine the impact on the marketing strategies being changed in
HK due to the remote workforce
According to the viewpoint of ADAM BARONE (2021), marketing strategy is a forward
looking and long term approach of a business firm with an aim of attaining sustainable
competitive benefit through understanding the requirements of customers. In context to remote

work in COVID-19, different teams have been brainstorming the digital marketing strategies
which are available to assist the business at the time of maintaining social distancing. Video chat
and instant messaging are primary methods of communication that are used through remote
workers. It is necessary to transform direct mail campaigns into the marketing pieces (Kwok and
Ku, 2016). In regards to this, there is a need for markets to consider all changes when planning
timing about marketing campaigns for an instance email with messaging itself. Many of the
people are enjoying the advantages of working from home as they may be missing the social
interactions in the office environment. With minimum opportunities for the social engagements,
it is possible to look the void with several digital options. In relation to this, digital
communication with the co- workers on email, Slack or Zoom are the two different
communication tools which help to replace these social aspects for the remote workers. It is one
of the better opportunities for firms to assist in providing the high engagement level with
audiences through coming up with the innovative way to leverage the social interaction with
marketing programs. This is developing interactive contests, the virtual networking or some of
the other interactive and conversational communications with the audience. For several
advertisers, it gives an opportunity to shift business online. The focus of communications and
marketing focused on consumers will follow the suit. Email marketing played a necessary role in
the development of the digital marketplace and continues to thrive the retention initiatives and
consumer acquisitions for organisations. This is a better time to reassess email marketing
programs and assure that they are dialled in to engage with audiences and also drive the
performance level. Several people working from home will accelerate adoption to the online
world. Now it is up to the marketers to evolve and meet changing requirements of customers as
work continues to overlap. Other than these, impact on the marketing strategies being changed
in HK due to the remote workforce given below:
From offline to online- Cowling et.al., (2020) sought to determine the fact that, one of the key
significant impactsassociated with remote working with the organization is that the traditional
marketing strategyhas moved from offline source to online source. Most of the work of business
operations ismainly done online. This intern eventually improves business performance and leads
to a highdegree of operational efficiency. Li and et.al., (2016) stated that Online platforms are
useful in better connectivity with the employers, ploys, and customers of the company. This

eventuallyleads to better working conditions and higher sustainable growth for the company in
Hong Kong.
Reduce in cost in operation- Reduce in demand for office and shop rental in Hong Kong leads
to a decrease in the rental rate. Cost control within the company because of the unstable
economic environment as one of the key prominent factors which led to the change in the remote
workforce within Hong Kong. Huang and et.al., (2018) argued that the key benefits associated
with remote working aremainly associated with the lower expenses of the business and greater
access to the applicants (Lam and MacGregor, 2018).
Productivity- This also leads to a higher degree of increased productivity of the business and
better preparedness for the disaster. Remote working is one of the key prominent measures
which isuseful in improving the satisfaction level of the employees and leads to a greater
retention rate. Itis also significant in reducing carbon footprint and remote work benefits of the
employers andemployees within the organization.
As contrary to this, Owen Hughes (2021) stated that it is necessary that organisations prepare to
make remote working permanent. Changing culture will play an essential role in developing a
successful and new working environment. Moving to remote working needs rethinking
completely of how the business operates and engages in the daily basis activities. Taking each
step can make the transition to cloud based working more successful for each one. In context to
this, trust is one of the secret ingredients to a productive workforce as there are many strategies
to make remote work a success. It consists mainly of learning how and when to communicate
with the teams while assuring each one has headspace to work on priorities. Once the staff
members feel that they are trusted to manage their own time and have effective tools to reach
business objectives, the business leaders have cleared the path to the optimal output. These
results will lead to an increase in trust from employers. On the other hand, it has been examined
that remote working is related to giving staff members flexibility around how and where they are
working (Zhang and Wu, 2017). It is helpful to restore much required equilibrium to the work
life balance of staff members. There is a need for employers to have flexibility about structure
working to help them accommodate various lifestyle patterns. Flexible scheduling is one of the
most necessary factors managers should consider that consists of flexible daily start and end
times. Flexible scheduling can take several forms and one of the main ingredients that allow
teams and remote workers to thrive is both work and personal lives. In context to this, employers

who plan to provide remote work in any form should include which kind of flexible schedules
might work well and it can differ based on role and team. On the other hand, isolation from
remote work can be a challenge for personal wellness and health. There is no ignoring that it is
better to interact with the colleges and have the routes in life. Managers and staff members can
step to foster wellness and routine both. It is necessary that staff members should try to keep a
personal routine that mainly works for them. In context to this, managers and staff members can
aid through setting the continuous communication, asking the staff members to share how they
are making work from home and also being understanding around the schedule changes (Lam
and Fu, 2019).
As per the view of Wozniak T. (2021), Here are a few work-from-home affects for
entrepreneurs to consider whilst considering method and messaging now and in the destiny.
Work Vs. Personal Time- People's day by day go back and forth to and from paintings
has tended to enhance the concept of the 8-to-5 workday. While many people spend extra time
than this at paintings, it has nevertheless held up as an excellent rule of thumb for the hours
people generally tend to spend at work each day. Add in some time for that bodily commute
earlier than and after work, and entrepreneurs had a popular concept of in which their target
market become positioned for the duration of the workweek. With so many humans working
from home, those exercises were completely changed in lots of instances. That travel to work is
now the time it takes to stroll from the kitchen to the house "workplace," whether it's miles an
real workplace, the eating table or living room sofa. Once people get to their domestic
workspace, the transition to and from work and private time can be fluid at some point of the
day. While this varies, relying on the demands of every person's work-from-domestic state of
affairs, it is almost without a doubt particularly specific than once they went to paintings
formerly. This fluidity way that a whole lot of human beings is probably more energetic on their
personal e-mail and social media money owed in the course of the day, and they may be "at
work" each in advance and later than they were previously. Marketers want to keep in mind these
types of changes whilst planning the timing of advertising campaigns, like email, in conjunction
with the messaging itself. If people are each simultaneously at work and at home, what does that
suggest for your advertising and marketing method?
The Desire For Social Engagement- While many humans are playing the benefits of
operating from domestic, they will additionally be lacking as a minimum one factor of operating

in an office environment: social interactions. With fewer opportunities for actual-global social
engagements, I'm locating that people are looking to fill that void with as many virtual options as
feasible. Digital interactions with co-workers over e mail, Slack or Zoom are helping to replace
some of those social aspects for remote employees, but many is probably searching out extra.
This is a brilliant opportunity for agencies to help provide a better degree of engagement with
their audiences by using coming up with innovative methods to leverage social interaction inside
their advertising applications. Whether it is growing interactive contests, virtual networking
activities or different conversational and interactive communications with your target market,
consider a few ways you could help fill a number of that lacking social engagement.
Digital First- Throughout the boom of the digital atmosphere within the beyond many
years, the online global has taken market percentage from the actual global. It's clean to see,
inside the rise of e-commerce, that clients have end up increasingly more relaxed with making
purchase decisions totally on-line. With more human beings running and spending more time at
domestic than ever earlier than, this trend seems to be accelerating. For many advertisers, this
provides the opportunity to shift greater of their commercial enterprise on line (Working From
Home's Impact On Marketing Strategy And Messaging, 2021). As extra business shifts on line,
the marketing and communications focused on those clients will always follow match. Email
advertising and marketing has played a leading position within the boom of the virtual market
and need to retain to drive both patron acquisition and retention tasks for organizations in what's
an increasing number of a virtual-first world. Now is a incredible time to re-examine your
electronic mail advertising programs and ensure they're as dialed-in as viable to engage with
your audiences and drive performance. Their surroundings and society itself is continually
converting — increasingly so in the beyond few decades as we've got grown greater digitally
oriented. The current and sudden shift, with many human beings now operating from domestic,
will possibly boost up that adaptation to the online world. Now it is up to entrepreneurs to hold
to evolve and meet the changing needs of customers as their work and domestic lives keep to
overlap.
2.2.3: To evaluate the implications of a remote workforce on marketing
management in Hong Kong.
As per the viewpoint of Rebecca Sentance (2021) remote working is a mode of work that permits
staff members of a company to perform job responsibilities from outside the traditional office.

The developments continue to unfold in the ongoing COVID-19 pandemic, realisation is
beginning to set in what may be in this for the long haul. Several organisations in Hong Kong are
unaccustomed to distributed or remote working that have led to reinvesting processes and also
adopting the communications tools, check in online and scheduling meetings. The remote
workforce is common amid COVID-19 pandemic and expected to remain. The telework needs
more communication as well as trust from employees and employers. If the remote work
environment is healthy, staff members thrive then this helps in enhancing productivity and
everyone in the company will be happier. Managing the remote staff members needs finesse
from managers as firms in Hong Kong face the unique issues when staff members are not able to
work together in a physical office. Enforced lockdown has been proven to several businesses that
staff members can be productive when working from the home. On the other hand, providing
remote working permits firms to hire better talent in different ways such as through making an
organization appealing to those which want the flexibility and through widening the candidate
pool as this is not limited to a single location. For the business firms which want to expand
internationally, having work from home policies. Potential for remote work is based on a mix of
the activities which are undertaken in each occupation and on spatial and physical context.
Managers have found at the time of pandemic that some of the activities can be remotely in crisis
as they are more effectively. These activities consist mainly of counselling, coaching and also
providing feedback. To identify potential for remote work for the sector and jobs, it is necessary
to spend time on the various activities at the workplace. Other than this, remote working is an
attractive employment option for the digital marketing experts as this means that they are able to
spend time in their home country. From remote working, there are several changes that arise in
the marketplace. On the other hand, there are some challenges that occur in remote working. The
main issues are arising due to the various time zones being staggered (Lau, 2017). It can be
resolved through determining the timescales, deadlines and where the various team members
require to consist before beginning the project so that each person can work together at the
workplace. In regards to this, flexibility and communication go a long way in order to prevent
the complexities from arising. The other challenge related to remote working is lack of the
workplace culture that can assist the staff members to feel that they are the part of the team and
will require to work out the different ways to keep the culture of the company going to be strong

while working remotely. There are some the implications of a remote workforce on marketing
management in Hong Kong mention below:
Remote working is the next normal
Wang et.al., (2018) sought to determine the fact that Remote working is considered to be the new
normal in the middle of the future because it is useful and is more relevant for the employees
because it leads to higher motivation and satisfaction among the employees of the company.
Remote working tends to have a significant degree of effect on marketing management in Hong
Kong. Employees of the company are considered to be one of the keys as it relates to modern
business. And it is considered to be true for digital marketing (Yang and Yuan, 2020).
Expand internationally
Wang and et.al., (2018) argued that the key significant implication associated with remote
working is that the business can expand internationally through online platforms. This leads to
higher operational growth, performance, and profitability for the company. This trend is
significantly enabled with the help of a digital marketing platform (Li and et. al., 2018).
Business and talent shift
Remote working is useful in better marketing management and results in the success of the
company by attracting top-notch Employees and specialists within a specific field. Pereira et. al.,
(2015) examined the fact that It provides various marketing channels to clients who are in
different industries of B to B and B to C, e.g. event management, printing items, POSM, video
production. The local management consists of people employed locally to run this company.
Initially, there were few investments in assets, technologies, and manpower was kept to a
minimum. It is considered to be significant to get access to the best possible resources and talent
which improves the productivity of the business and helps in saving money for the company.
This eventually leads to a high degree of profitability and improves business sufficiency by
attaining a high degree of satisfaction. It is also significant in improving the quality of the work
and leads to higher flexibility for the business.
Technologies enabling this trend (digital marketing)
The technologies have effectively enabled the trend related to digital marketing (Framework for
international marketing,2019). This is one of the key prominent impacts linked with

remoteworking in Hong Kong. Most of the work within Hong Kong has led to the automation of
thework because they have an option to opt for a new set of technologies (Li and Wang, 2017).
Government Funding
Another key prominent implication associated with remote working is to encourage the
government funding to support local enterprises/organizations in using technological servicesand
solutions to improve productivity or upgrade or transform their business processes (Xia and et.
al., 2020). D-Biz Funding@ Hong Kong (for remote online solution).
2.3: Summary of Chapter
From the above mentioned information in literature review, it has been summarised that COVID-
19 develops the negative impact on the job role of people. The literature review discussed all the
published information in a specific subject area. The literature review consists of the arguments
of different authors. The main purpose of conducting literature review is to attain the research
objectives. In conducting the literature review, information has been collected by using the
secondary method of data collection. There have been secondary sources considered for instance
internet sources, scholars, articles and others. In the literature review, we discussed the
background of the change of the remote workforce in Hong Kong. It has been discussed that
remote working has all types of advantages consisting of enhancing employee motivation,
increasing organisational productivity and sustaining the staff members for a long period of time
(Ng and et. al., 2021). The remote working does not apply to the staff members about work from
home. It has been concluded that remote working is time saving. Having a remote job means
staff members manage their own schedules. Some of the people work better in the mornings than
in the afternoons. Working remotely saves the traveling time and being in the meetings as the
modern technology teams that teams can make the video call on intranet. Remote work is helpful
in improving the work life balance of the employees. Ability to work remotely gives better work
balances of employees. Working away from the office can make you feel in control of life and
provide time to plan home tasks. It provides a sense of achievement and also makes staff
members more productive. Empowering the employees to engage in remote work is helpful in
saving the money of staff members and an organisation both. For an organisation, savings come
in form of the minimum money spent on the office assets (Wong and et. al., 2017). Main benefit

a company can gain from remote workers is that firms can minimize its spending on buying and
maintaining the technology. Remote workers can use their own devices, manage the project by
using cloud based software and also connect face to face collaboration with the fellow staff
members. In the literature review, there has been studied regarding impact on the marketing
strategies being changed in HK due to the remote workforce for an instance from offline to
online, Reduce in cost in operation and Productivity. From remote working, each and every
process of a company converts offline to online. Remote working allows the team to work
remotely and can develop a positive impact on staff members. In regards to this, technology
plays a necessary role in transitioning to a remote workforce. The remote organisation in Hong
Kong requires to know what kind of changes they can make to safely adapt. The business owners
should be aware of emerging security related threats which come with a remote workforce and
also need to install internet security measures. It is necessary to leverage the existing tools and
also provide new training for staff members is one of the ways to prevent attacks. Coronavirus
pandemic has caused unprecedented work from home movement, forcing several office
employees to adopt remote work and also collaborate. Other than this, Implications of a remote
workforce on marketing management in Hong Kong has been discussed in detailed manner for
an instance Remote working is the next normal, expand internationally, Business and talent shift,
Technologies enabling this trend (digital marketing) and Government Funding. These all the
objectives attained in literature review by consisting the secondary method of data collection.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is defined as the path by which an investigator is required to conduct an
investigation. This shows path by which investigators develop their issues and also present
outcomes from data obtained at the time of study. There has been research onion considered as it
was developed through Saunders et. al. (2007). It explains staged by which an investigator must
pass when developing effective methodology. The research onion is mainly an extension of
research method tree (Ørngreen and Levinsen, 2017). While using the research onion has go to
from outer later to inner layers. When viewed from outside, each of the research onion layer
explained stages of research process in detailed manner. Methodology is cautious consideration
of research linked to precise situation the usage of the technical method. It is usually research to
define, expect and administrate pragmatic occurrence. It is used to assemble records and
statistics with the motive of making better assessments connected to business. It is a scientific

technique that have to be accompanied by means of surveyor to collect the reliable information.
In explaining technique in short form, there is Research Onion taken into consideration.
Different levels of studies onion provided as below:
Research philosophies- It is the first layer of research onion that has does with set of the
perspective allotted with nature of the fact this is being study. Research philosophy is explained
as a set of beliefs related to the nature of reality that is being investigated. It can differ on
research objectives and ways might be used to attain those objectives. These are not different but
research philosophy choice is explained through knowledge types that are being investigated in
research projects. Positivism and interpretivism are two different types of research philosophies.
The positivism research philosophy comes up with the research questions which can be analysed
and evaluated. Common knowledge about the specific subject area can be analysed as well as
measured by using positivism research philosophy. Interpretivism research philosophy
emphasizes on qualitative analysis to obtain the positive research outcomes. it plays a necessary
role in making sense and also interpreting gathered data and information (Nayak and Singh,
2021).
Positivism philosophy- It is primarily based at the notion that the technical know-how is truce
and classified by way of hypothesis testing which imitative from current understanding principle.
Interpretivism philosophy- It emphasises on utilisation of qualitative technique accumulate
outcomes. It is determined that it play an essential role in making the feel and also know-how
series of statistics.
Justification: In conducting the present investigation, there has been interpretivism research
philosophy used. The main reason behind using this research philosophy is that it helps in
interpreting how individuals see their and other people's actions. This assists in understanding
cultural people and their participation in conducting an investigation. It provides the conceptual
description related to remote working in a detailed manner (Ulmer, 2017). Within this present
day studies, the researcher may be taken into consideration the interpretivism philosophy as it
assists in inspecting the authors’ insights and views as well as provide constructive
consequences.
Research Approach- It is the next layer in research onion as previous layers have an impact on
some; this is necessary to know about research aim and limitations. The two different research
approaches are inductive and deductive (Kumar, R., 2018). The inductive research approach

develops hypotheses upon pre-existing theory and formulate research approaches in order to test
this. It is related to the positivism research approach that permits formulation of the hypothesis
and testing of the expected outcomes (Dodds and Hess, 2020). The deductive research approach
is concerned with developing hypotheses. This can be included to suit the positivism research
philosophy that permits the formulation of the hypothesis. It is related to the quantitative
research approach because it provides a detailed understanding about the specific subject area.
On the other hand, the inductive research approach is mainly characterised as moving from
particular to general. In conducting the present investigation, there has been an inductive
research approach used. It is supported on previous and previously made choices and offers the
positive outcomes. Inductive and deductive are distinct approaches which can be cited as
beneath:
Inductive technique- It is beneficial when there's small studies vicinity. In this, investigator
actions in opposite route with the reason of description and observation for the evaluation.
Deductive method- It tends to waft form the common to quick. Any researcher use this tool on
studies speculation which tested via gathering of the facts.
Justification: The main reason behind using an inductive research approach is that it is helpful
in providing the proper description about a specific subject area. Inductive research approach
will give observations which are required in forming views to address positive research
outcomes. Other than this, the inductive research approach provides the opinions and viewpoints
of the different authors regarding a specific subject area (Mohajan, 2018). This study will carried
out with the usage of inductive technique as it offers possibility and chance of completing the
paintings and earn effective understanding approximately the unique area of observe in the
appropriate shape.
Research strategies- It is some other layer of studies onion which connected and related to
series and assembling of information or facts to organise a examine. It may be explains that
thoughts set of researcher which is associated to method that is utilised with the aid of
corporation. It considers case examine, survey, test and lots of more. All these are the
recommendations that can utilise by a surveyor in context of executing the studies. In this study,
survey might be used as it permits accumulating more information and solution studies
questions. It is a dependable approach in which is offer accurate and relevant facts. Thus, it will
assist in assembly needs and executing investigation in extra evolved way.

Research Design- This is considered to be one of the key measures to improve the overall
strategy where they focus on effectively integrating the varied setoff components in a logical and
coherent way. It is useful in addressing the specific set of research problems and also constitutes
a specific set of blueprint to measure and analyse data (Kumar, 2018). The researcher of the
study will use an inductive research design because it will be useful in proposing theories at the
end and is useful in reaching a specific set of conclusions.
Correlation methods: This is the key significant method where the researcher can effectively
measure two sets of variables. It is significant in effectively assessing and understanding the
statistical set of relationships between the key variables (Attia and Edge, 2017).
Causal – comparative research: This is one of the key methodologies where the researcher must
focus on effectively determining the key consequences and cause of the differences which tend
to exist among and between the group of individual persons (Ahmed, Opoku and Aziz, 2016).
Research choice- Research choice is the next layer of research onion. This is one of the key
prominent ways to examine the way data will be gathered to improve the investigation linked
with the subject matter. Researchers need to be assured about choosing the single methods or
both quantitative and qualitative. The research choices are of different types for an instance
mono method, mixed method and multi method. The mono method is a method that takes place
when an investigator goes regarding collection of the quantitative or qualitative data on the basis
of a decision made. In a mixed method, an investigator gathers qualitative and quantitative data
with the intention of using research study. This is a popular framework that mainly attempts to
complement the quantitative data with the qualitative to overcome limitations of each method.
The multi method means both quantitative and qualitative techniques of data collection are used
(Taherdoost, H., 2016). In context of look at, there are picks which are on hand of the surveyor
in order to meet wishes. These are qualitative and quantitative. These all are the massive choices
that may be utilised via the investigator so as to accomplish the effective results. This layer of
research onion is connected with the quantitative and qualitative methods; there is a demand to
choose the suitable technique which affords higher effects. The qualitative studies gadget may be
used because it gives the wealthy data via such as description and evaluations.
Justification: In this present investigation, the mono method has been used. The researcher of
the study will use qualitative research methods to gain descriptive knowledge regarding the
subject matter. The main reason behind using the qualitative research method is that it uncovers

the trends in opinions and thoughts into issues. It provides the unique depth of the subject
understanding which is complex to gain the information (Opoku, Ahmed and Akotia, 2016).
Research strategy- This layer of the research onion is related to how an investigator plans to
gather the data and information. It consists mainly of surveys, case studies, action research,
experiments and grounded theory. The survey design results from a deductive approach and is
capable of gathering more data for statistical analysis. The experiment is rigid in nature and tests
the causal impact of phenomenon on groups (Fletcher, 2017). Data gathered by using this
method could be analysed statically. The case study is a kind of research strategy that gives
unique examples of the cases in real situations. Number of case studies is restricted for
developing clear conclusions from data. The grounded theory strategy takes an approach of
gathering the data to develop theory rather than refine one. An investigator using this strategy
starts with a research question. In regards to this, data gathered by the observation is mainly
reviewed through an investigator.
Justification: In conducting the present investigation, there has been a survey research strategy
used. The main reason behind using this research strategy is that it collects the authentic
information from large number of respondents (Daniel, 2018). Survey research method is
mainly used for gathering the data from predefined respondent’s groups in order to gain the
information into the interest area. it aids to gauge representatives of viewpoints of an individual.
This research strategy provides the complex number of opinions of people that can be used to
make necessary decisions.
Data collection- It is defined as the process of collecting as well as analysing the information on
targeted variables in an established way. It helps in giving the answer to relevant questions and
examining the outcomes. This is related to collecting the qualitative and quantitative information
on particular variables with an aim of analysing the outcomes. The primary and secondary are
two different types of data collection methods (Ngozwana, 2018). In the primary method, new
and fresh information has been collected. This is the process of gathering original data gathered
through an investigator for a particular purpose of an investigation. The different sources to
collect primary information are questionnaire, interviews, observation, focus groups and others.
On the other hand, the secondary data collection method is related to collecting the second hand

information gathered through a person. In this, data has been collected by using the existing
sources. It consists of various sources for instance articles, internet sources, scholars and others.
It is hooked up to amassing records and facts via the usage of the relevant and real assets in the
precise shape. There is number one and secondary tool of information gathering and assembling
that permits in providing the dependable statistics with a purpose to particular area (Han, Yu and
Kim, 2019). In this studies, primary technique of information collection is extra adequate
because it offers the fresh facts and information so that effects can be summarised.
Secondary data: Secondary data are the data that has already been gathered or collected and such
information is already used (Mackey and Gass, 2015). The researcher of the study will use
secondary sources to collect data. For the present study, the researcher will use an internal source
of secondary data like the sales analysis report of Gasol limited. Also, secondary data from the
external sources have been gathered from a varied set of published sources such as magazines,
books, past studies, journals, and internet sources, etc.
Primary data: The information which in turn has been gathered through the primary sources are
new and are first-hand information that will be gathered and used for the very first time. The
researcher of the study intends to disseminate survey questionnaires to the focus group of
customers, team leaders, and owners (Shen and et. al., 2017).
Justification: In conducting the present investigation, the primary method of data collection has
been used. The main reason behind using the primary method of data collection is that it
provides the new and relevant information related to the remote workforce. Benefit of using the
primary method is that it is time consuming and less costly. It is reliable in nature because it is
collected directly from original sources. By using this method, a questionnaire has been
developed as it is set of the questions to gather information from chosen respondents. The benefit
of using the questionnaire method is that it is one of the quick ways to get the results (Devi,
2017).
Research hassle- It is a said that each research is connected with a few form of limitations that is
budget, time, and information evaluation and so forth which have an impact on on researcher for
the duration of accomplishing research methods. Also, time is one of the key obstacles as for
completing every method of research, an powerful time is needed through investigator.
Research reliability and validity
The reliability in addition to validity of a studies is mainly primarily based on the instrument of

number one assets. Also, questionnaire is include as pleasant supply and device as it will assist
the investigator to collect legitimate and dependable information regarding the effect of
sustainability on deliver chain control.
Research instruments- There are extraordinary research tools and contraptions like survey,
interview, questionnaire and others that are used by research in an effort to series of statistics.
Questionnaire is chosen as one among the precise studies device so one can assist researcher to
acquire primary facts that directs to accomplishment of reliable and legitimate consequences.
Also, it is decided that it's far the powerful tool and method for which investigator can collect in
easier and suitable facts approximately the research issue.
Formulation of Questionnaire: The researcher of the study will formulate the questionnaire by
understanding the general set of demographics linked with the respondent associated with the
age, gender, title, and industry (Flick, 2015). The research questions will be formulated by taking
into consideration the project title and research objectives. This is one of the key prominent ways
through which it helps in asking a significant set of questions to the person in order to gain the
desired set of data in a specific set of patterns linked with the subject matter (Randa, and
Hougaard, 2020). It is a way of explaining the specific subject area and also useful for
conducting research about the complex areas.
Sampling- It shows to a tool in the samples which are selected from the full populace. It can also
be defined a crew of person, items and gadgets which are taken from a large population for
assessment. The sample ought to be consultant of the population to assure that the investigator
makes easier the findings and consequences from the have a look at pattern to the populace as a
whole. The overall populace in modern research is the personnel who are acting in GASOL
Limited. In context of ensuring that facts isn't always hampered in any form a random choice
carried out from the sample size. There are a complete of 30 representatives taken as employees
of GASOL Limited in attention for assembling data in context of studies topic. Sampling is
defined as a group of people which are taken from a large number of the population for
measurement. It should be the representation of the population to assure that researchers can
generalise findings from the research sample to the whole population. The importance of using
sampling is that it saves money through allowing an investigator to collect similar answers from
samples which they would receive from the population. Probabilistic and non- probabilistic are
two different kinds of sampling. The probability sampling is explained as a sampling technique
under which an investigator selects the sample from a large population. In the non- probability

sampling, the sample is chosen on the basis of non- random criteria and not each member of the
population has a chance of being consistent (Daniel, Kumar and Omar, 2018).
Justification: In conducting the present investigation, there have been 30 chosen by using the
random sampling method. The main reason behind using this method is that it provides the equal
chance to the chosen respondents. Purposive sampling is used through an investigator
statistically in order to measure a subset of people chosen from the large population (King and
Mackey, 2016).
Data analysis: The researcher of the study will use the thematic method to analyse the large set
of data. This is considered to be one of the key prominent ways to analyse the statistical set of
data in a reliable manner. The researcher will interpret each theme and also develop a specific set
of graphs, tables, and charts for the related subject matter (Wang and et. al., 2020). It is defined
as the process of applying logical and systematic techniques to explain as well as evaluate the
data. The purpose of using the data analysis technique is to search meaning in the data so that
derived knowledge can be used for making informed decisions. It is extracting the useful
information from data and also taking decisions on the basis of data analysis. In conducting the
present information, there has been a thematic analysis method used. In this analysis method,
graphs, tables and themes are developed on the basis of questionnaires (Humphries, 2017).
Ethical considerations: The researcher of the study will carry out a specific study in an ethical
and reliable manner. The investigator of the study will focus on effectively ensuring that the data
has been gathered from a reliable set of sources. Also, the researcher will carry out the study
with a complete degree of anonymity and confidentiality (Vodenko and et. al., 2018).
Time horizon- This layer of the research consists of a cross- sectional and longitudinal time
horizon. The cross- sectional time horizon consists of collection of the data at a particular time
period. It can compare various population groups at a single time. Participants involved in study
are chosen on the basis of specific variables of interest (Ragab and Arisha, 2018).
Summary of chapter- In conducting the research methodology, there has been research onion
considered by using the different layers. It consists of interpretivism research philosophy,
inductive research approach, qualitative research method, primary method of data collection,
random sampling method and survey research strategy. These all the layers included in research

onion help in providing the better way to collect data and also analyse it effectively (Pruzan,
2016).
Frequency Table
Q1) Do you have understanding about remote working in context to
an organisation?
Frequency
a) Yes 22
b) No 8
Q2) According to you, what are the benefits of remote working to
marketing management in GASOL Limited?
Frequency
a) Remote work enhances productivity 11
b) Saves money 9
c) Engaged employees 10
Q3) As per your opinion, does remote working help the company
higher productivity?
Frequency
a) Yes 25
b) No 5
Q4) What are the marketing strategies being changed in HK due to
the remote workforce?
Frequency
a) From offline to online 12
b) Reduce in cost in operation 8
c) Productivity 10
Q5) According to your perspective, what are the implications of a
remote workforce on marketing management in Hong Kong?
Frequency
a) Remote working is next normal 16
b) Expand internationally 4
c) Business and talent shift 5
d) Government Funding 5
Q6) What are the different marketing strategies developed can be
used after COVID-19 with long term benefits?
Frequency
a) Everything online 5

b) Invest in the Facebook ads 10
c) Run exclusive offers 5
d) Communication strategy an overhaul 10
Q7) On the basis of your opinion, how remote working could help the
business thrive?
Frequency
a) Improving work life balance 8
b) Progress in employee’s careers 10
c) Enhance employee retention rate 12
Q8) What are the different issues faced by the GASOL Limited in
managing the remote work?
Frequency
a) Security 12
b) Network performance 8
c) Employees management 10
Q9) What are the different measures an organisation should adopt to
make improvement in remote working?
Frequency
a) Implementing endpoint security 10
b) Using software-defined wide area network (SD-WAN) 10
c) Remote workers are accessible 10
CHAPTER 4: RESEARCH FINDINGS
THEME 1: Understanding about the remote working
Q1) Do you have understanding about remote working in context to
an organisation?
Frequency
a) Yes 22
b) No 8

Interpretation: From the above mentioned information, it has been interpreted that there are 25
respondents who are aware about the remote workforce within an organisation. According to
them, remote working is a mode of work that permits staff members of a company to perform all
necessary job related responsibilities from outside traditional office space. With the help of
telecommunication from work from offices, out of the office staff members make up the remote
workforce for that company. There are remaining 15 respondents which do not have the detailed
understanding about the remote workforce at workplace.
THEME 2: Benefits of remote working to marketing management in GASOL Limited
Q2) According to you, what are the benefits of remote working to
marketing management in GASOL Limited?
Frequency
a) Remote work enhances productivity 11
b) Saves money 9
c) Engaged employees 10

Interpretation: From the above mentioned graph, it has been interpreted that there are 11
respondents which said that the benefit of remote working is to enhance the organisational
productivity. 9 respondents agree with saving money for an organisation. There are 10 remaining
respondents which said that remote working is effective in engaging staff members at the
workplace.
THEME 3: Remote working helps the company higher productivity
Q3) As per your opinion, does remote working help the company
higher productivity?
Frequency
a) Yes 25
b) No 5

Interpretation: On the basis of 25 respondents that remote working is helpful for a company to
enhance productivity as employees work from home and work comfortably. There are 5
remaining respondents which do not agree with the given statement.
THEME 4: There are different marketing strategies being changed in HK due to the
remote workforce
Q4) What are the marketing strategies being changed in HK due to
the remote workforce?
Frequency
a) From offline to online 12
b) Reduce in cost in operation 8
c) Productivity 10

Interpretation: As per the viewpoint of 12 respondents, the shift of work from offline to online
is one of the effective marketing strategies that is being changed in HK due to the remote
workforce. There are 8 respondents and according to them, remote work helps the company in
minimizing operation cost. There are 10 remaining respondents which said that enhanced
productivity is beneficial for remote working.
THEME 5: There are some implications of a remote workforce on marketing management
in Hong Kong
Q5) According to your perspective, what are the implications of a
remote workforce on marketing management in Hong Kong?
Frequency
a) Remote working is next normal 16
b) Expand internationally 4
c) Business and talent shift 5
d) Government Funding 5

Interpretation: On the basis of 16 participants that remote working is the next normal
implications of a remote workforce on marketing management in Hong Kong. From the opinion
of 4 respondents, the company can expand internationally. On the basis of 5 respondents, the
implications of a remote workforce on marketing management in Hong Kong is to shift the
business and talent. There are 5 remaining respondents who agree with government funding.
THEME 6: There are various marketing strategies developed can be used after COVID-19
with long term benefits
Q6) What are the different marketing strategies developed can be
used after COVID-19 with long term benefits?
Frequency
a) Everything online 5
b) Invest in the Facebook ads 10
c) Run exclusive offers 5
d) Communication strategy an overhaul 10

Interpretation: As per the perspective of 5 respondents that everything should be online is one
of the most important marketing strategies. There are 10 respondents which said that companies
should invest in Facebook ads as it helps in attracting the large number of respondents. 5
respondents are agreeing to run the exclusive offers. 10 remaining respondents stated
thatCommunication strategy an overhaul.
THEME 7: Remote working could help the business thrive
Q7) On the basis of your opinion, how remote working could help the
business thrive?
Frequency
a) Improving work life balance 8
b) Progress in employee’s careers 10
c) Enhance employee retention rate 12

Interpretation: As per viewpoint of 8 respondents that remote working could help business
thrive is to make improvement in work life balance. 10 respondents said that the remote working
career of an employee is in progress. There are 12 remaining respondents which said that remote
working helps in increasing retention rates of staff members.
THEME 8: There are various issues faced by the GASOL Limited in managing the remote
work
Q8) What are the different issues faced by the GASOL Limited in
managing the remote work?
Frequency
a) Security 12
b) Network performance 8
c) Employees management 10

Interpretation: There are 12 respondents which said thatsecurity is one of the main issues faced
by companies in order to manage remote work. 8 participants are agreeing with the network
performance. There are 10 remaining respondents which said that managing the employees is
one of the major issues that companies face in remote work.
THEME 9: There are various measures an organisation should be adopted to make
improvement in the remote working
Q9) What are the different measures an organisation should adopt to
make improvement in remote working?
Frequency
a) Implementing endpoint security 10
b) Using software-defined wide area network (SD-WAN) 10
c) Remote workers are accessible 10

Interpretation: On the basis of 10 respondents, implementing endpoint security is one of the
main measures that an organisation should adopt to make improvements in remote working. 10
respondents are agreeing with Using software-defined wide area networks. There are remaining
10 participants which said that the remote workers should be more accessible so that they can
perform in a better manner.
CHAPTER 4: FINDINGS
The findings of this research presented on the qualitative and quantitative basis. In the
quantitative basis, there are findings related to the primary method. On the other hand, in the
qualitative method, findings are related to the secondary method by developing themes.
Quantitative method
In conducting the primary investigation, it has been analysed that the majority of respondents
have understanding regarding remote working in relation to the organisation. There has been
discussion about the advantages related to remote working to marketing management for
instance remote working helps in saving money, it enhances productivity and engages staff
members. Majority of the people said that remote work is helpful in increasing organisational
productivity. The findings stated from the questionnaire is that a large number of people agree
that remote working is helpful in enhancing productivity of an organisation. Majority of the
people stated that changing from offline to online is an effective marketing strategy that changed
in Hong Kong because of the remote workforce. On the basis of majority of people that remote
working is the next normal implication of remote work force on the marketing management. It

has been analysed that remote working could thrive the business by increasing employee
retention rate of staff members at workplace.
Qualitative method
THEME 1: Determine the background of the change of the remote workforce in Hong
Kong.
From the literature review, it has been analysed that remote workforce is a work mode that
permits the staff members of a company to perform necessary job related responsibilities from
outside business. through telecommuting from the home, out of the office staff members made
up the remote workforce of that company. In the competitive economy, working smartly means
leveraging manifold advantages of a remote workforce. It has been analysed that remote
workforce helps in enhancing organisational productivity as it incorporates the remote workers at
workplace routine. Firms in Hong Kong searching for remote teams not online get the work done
but they go an additional mile in order to exchange for the privilege of working. Other than this,
it has been evaluated that remote workforce management is the practice of leading as well as
managing the remote staff members. It comprises a mix of the technology, communication and
processes mainly designed for leading the remote workforce. Firms in Hong Kong that are
invested more in managing remote workforce successfully provide the substantive training
related to remote work for employees and managers both. At the workplace, the need of the
remote workforce can slash the overhead costs, enhance productivity and enhance efficiency of
staff members. This can develop happiness and also efficient staff members. It can help translate
into a better experience for customers and enhanced profit level.
THEME 2: Impact on the marketing strategies being changed in HK due to the remote
workforce.
From the above mentioned information in literature review, it has been analysed that there are
different marketing strategies which changed in Hong Kong because of the remote workforce.
The remote workforce has time and less distractions that leads to enhanced productivity. It
allows the staff members and organisations to focus on improving performance level. It has been
evaluated that different marketing strategies which change due to remote workforce for an
instance from offline to online, minimize operation cost and reduce productivity level. It has
been examined that traditional marketing strategy has been moved from the offline to online
sources. The business operations of firms are done on an online basis. It is effective in saving

time as well as cost. Online platforms are useful in the better connectivity to working in the
better conditions and enhance sustainable development of an organisation. The remote workforce
is effective in enhancing performance as well as productivity level. It is the main measure that is
more useful in order to improve the satisfaction level of staff members and this leads to the high
retention rate of staff members. On the other hand, remote workforce is effective in minimizing
operation cost. In Hong Kong, there is minimum demand for the shop and office rental that leads
to a reduction in rental rate. Cost control at the workplace is only because of the unstable
economic environment. It is the main key factor that leads to change in the remote workforce in
Hong Kong. Advantage of remote working is related with minimum expenses of business and
also more applicants.
THEME 3: Implications of a remote workforce on marketing management in Hong Kong.
It has been evaluated from literature review that remote workforce is mainly impact on the
marketing management in Hong Kong. The different implications consist of remote working
being the next normal, business and talent shift, expanding business internationally, government
funding and enabling the technology trend. In context remote working is next normal, it is
considered normal in the middle of the future because it is relevant for staff members because it
enhances employee motivation as well as satiation level among staff members. It tends to have a
significant degree of impact on marketing management. On the other hand, it has been stated that
remote working is more useful in the marketing management through attracting the top- notch
staff members to make business successful. This gives the different marketing related channels to
customers for an instance B to C. This is regarded to be more significant to access possible
resources and also talent that improve business productivity. It leads to the high profitability
degree and makes improvement sufficient through achieving a high satisfaction degree.
Technology has enabled trends concerning digital marketing. It develops the prominent impact
that is related with remote working in Hong Kong. In this country, work has led to automation of
work due to having the option to adopt the new and advanced technologies.

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
You must relate back to your research questions to show that your study has achieved the
objectives of the study
5.1: Conclusion
From the above mentioned research, it can be concluded that remote working is a mode of work
that allows staff members of a company to perform necessary job responsibilities from outside
the traditional office. In COVID-19 pandemic, employees do work from home as according to
them it is more effective and they are more focused towards their work. To survive and extend
beyond their business, from the conducted study it has been summarized that remote working
will be considered to be the new normal even after the COVID-19 pandemic. Online platforms
are useful in better connectivity with the employers, ploys, and customers of the company.
Employees of the company are considered to be one of the keys as it relates to modern business.
A primary and secondary source of data collection has been used by the researcher to explore the
subject topic. The aim of this investigation is to study the impact and implications of the remote
workforce on marketing management in Hong Kong. In this investigation, literature review is
mainly conducted for attaining the set objectives. For this, different secondary sources consist for
instance books, articles, internet sources, scholars and others. In the literature review studied
about the change of remote workforce in Hong Kong. There has been discussion about the
impact of remote workforce on changing marketing strategies in Hong Kong for an instance
offline to online, minimize operation cost and enhance company productivity. There has been
discussion about implications of remote workforce on the marketing management such as remote
working is next normal, shift talent and expand the business internationally. Other than this, the
government provides the funding to support the local firms in order to use the technological
services to make improvement in organisational productivity. Other than, in doing the research
methodology, there have been different layers of research onion considered. In conducting the
present investigation, interpretivism research philosophy has been considered. The reason behind
selecting this research philosophy is that it is based on a principle which mainly states that an
investigator performs a specific role in order to observe a specific subject area. There has been
an inductive research approach used because it starts with an observation set and moves from
general to specific content. Other than this, the main reason to use an inductive approach is that it

consists of searching for the pattern from observation and also development of the explanations.
The regularities and patterns in experience are mainly observed to reach a conclusion. This
research is based on the qualitative choice because it provides the detailed explanation and
description about the study of the impact and implications of the remote workforce on marketing
management in Hong Kong. The qualitative research choice gives a flexible approach. The
useful insights are not captured; an investigator can adapt the questions quickly, change settings
and focus on improving the responses. Other than this, there has been a survey research strategy
used because it is cost saving and able to collect more data from a large number of respondents.
benefits of using survey strategy. Surveys allow us to reach possible participants that assures an
accurate sample to draw the conclusion. Surveys are more useful in explaining characteristics of
large size populations. Other than this, no method can give wider capability that assures an
accurate sample to collect the targeted outcomes to draw the conclusion and make necessary
decisions. Surveys are the ideal for the researcher as it gives all participants with standardized
stimulus. With the high reliability obtained, an investigator's own biases are to be eliminated.
Other than this, there has been a primary method of data collection used as it consists of the
questionnaire. The main reason to use the primary method is that it provides new and accurate
information regarding a specific subject area. This method of data collection is up to date and
particular to research objectives. The benefit of using the questionnaire is that it is easier to
collect the relevant information by gaining the response of different respondents regarding the
study of the impact and implications of the remote workforce on marketing management in Hong
Kong. For analysis of collected data, there have been different themes and graphs are developed
on the basis of questionnaires. To select the sample size, 30 respondents have been chosen by
using the random sampling method. This sampling method is effective as it removes biasness
and gives the equal chance to chosen respondents.
6.2: Managerial implication
The present investigation is based on a study of the impact and implications of the remote
workforce on marketing management in Hong Kong. In conducting the present investigation, we
discussed the remote workforce in a detailed manner. There has been studied about the changes
made in the marketing strategies due to the remote workforce. Effect of a remote workforce on
marketing management in HK has been studied. Regarding these areas, information has been
collected by using secondary sources. Other than this, from conducting the investigation, it has

been evaluated that remote workforce is beneficial for operations of an organisation as it saves
the cost of business operations. There have been examined the different issues faced by the
remote workforce.
6.3: Limitations of Research
Present investigation was mainly conducted with the motivation and aim of studying the impact
and implications of the remote workforce on marketing management in Hong Kong. In order to
attain the aim, there has been a primary method of data collection used. At the time of
conducting the investigation it needs to be assured that limitations arise because of inaccuracy of
information and data has been reduced. The limitations of this research are mainly related to the
methodology and time. Use of the close ended questionnaire restricted participants from adding
the more information as they need to select from the given options. This offset the deficiency at
the time of designing questionnaire and also following better practice with reliability as well as
validity of questions. Other than this, there are issues faced about managing the time on the basis
of research activities. Time was not sufficient for an investigator to perform all the research
activities. In order to overcome them, researchers developed a time management plan and
managed activities accordingly so that positive outcomes can be attained.
6.4: Future research area
Conducting the present investigation is based on study of the impact and implications of the
remote workforce on marketing management in Hong Kong. Performing the research activities
in present investigation is helpful in enhancing the research abilities and skills. This investigation
helps in providing the relevant information to get positive research outcomes. In this research, a
primary method of data collection has been used. If a researcher is given the opportunity in the
future to conduct an investigation on a similar subject area, then it will be considering a
secondary method of data collection. An investigator needs to take into account some key areas
in the future. Considering the secondary method of data collection is helpful in gathering data
from available sources. It is a time saving and cost saving method to collect the information and
data.

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APPENDIX
QUESTIONNAIRE
Name:
Age:
Gender:
Email address:
Q1) Do you have understanding about remote working in context to an organisation?
a) Yes
b) No
Q2) According to you, what are the benefits of remote working to marketing management
in GASOL Limited?
a) Remote work enhances productivity
b) Saves money
c) Engaged employees
Q3) As per your opinion, does remote working help the company higher productivity?
a) Yes
b) No
Q4) What are the marketing strategies being changed in HK due to the remote workforce?
a) From offline to online
b) Reduce in cost in operation
c) Productivity
Q5) According to your perspective, what are the implications of a remote workforce on
marketing management in Hong Kong?
a) Remote working is next normal
b) Expand internationally
c) Business and talent shift
d) Government Funding
Q6) What are the different marketing strategies developed can be used after COVID-19
with long term benefits?
a) Everything online

b) Invest in the Facebook ads
c) Run exclusive offers
d) Communication strategy an overhaul
Q7) On the basis of your opinion, how remote working could help the business thrive?
a) Improving work life balance
b) Progress in employee’s careers
c) Enhance employee retention rate
Q8) What are the different issues faced by the GASOL Limited in managing the remote
work?
a) Security
b) Network performance
c) Employees management
Q9) What are the different measures an organisation should adopt to make improvement
in remote working?
a) Implementing endpoint security
b) Using software-defined wide area network (SD-WAN)
c) Remote workers are accessible
Q10) Recommend ways through which a company can provide the remote work benefits to
employees within an organisation.
Interview Questionnaire
Q1. What is the concept of remote working?
Remote working method running a long way from where your enterprise is placed. For example,
in case you make money working from home however your business enterprise’s offices are ten
miles away, they are a far off worker. In a far off operating state of affairs or arrangement, the
employee does now not commuter or tour to an workplace building, warehouse, and so on., she
or he does not travel to a imperative administrative centre. Remote paintings are a working style
that lets in experts to paintings outdoor of a traditional workplace environment. It is primarily
based on the idea that work does now not need to be finished in selected vicinity to be completed
efficiently.
Q2. Do you see this crisis changing the way all teams and

organizations operate going forward?
I think it’s going to broaden their repertoires. Organizations, teams, and
people will experiment more with virtual work. Many of them have always
wanted to test it as way of expanding their reach or labor force. It’s not that
people are going to permanently adopt this new format of work, but this
experience will expand everyone’s capacity. If there’s a tiny positive aspect to
this mess we’re finding ourselves in, it’s that we’re developing certain skills
that could helpful in the future. That’s my deepest hope.
Q3. How will these changes affect productivity?
Productivity does not have to go down at all. It can be maintained, even enhanced, because
commutes and office distractions are gone. Of course, you might be at home with your
partner or kids, and those issues will need to be worked out. Another problem might be your
ability to resolve problems quickly when you can’t meet in person, in real time. That might
create delays. But other than that, I don’t see productivity going down. There’s robust evidence
showing that it shouldn’t change.
Q4) What are the different issues faced by the GASOL Limited in managing the remote
work?
Interacting with other people is a positive aspect of many jobs. Yes, you’re there to work, but
social contact is also important and can help with productivity. Having a feed in your chosen
communication app devoted to unrelated to work topics could help. Starting right on the top, the
most important project with far off running is managing initiatives when your group is spread out
across a couple of locations. Whether it’s a combination of in-house and remote group of
workers or an entire crew of far off workers, managers are accountable for making sure closing
dates are met and goals are hit.

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