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

This study examines the impact and implications of the remote workforce on marketing management in Hong Kong. It explores the changes in marketing strategies and evaluates the implications of a remote workforce on marketing management. The findings reveal a shift from offline to online, cost reduction, productivity, and digital marketing. The study also highlights the implications for business expansion, talent shift, and government funding. It provides insights into the role of digital technologies in business development and the transformation of e-business in Hong Kong.

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

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Table of Contents
ABSTRACT……………………………………………………………………………………...3
CHAPTER 1: INTRODUCTION
1.1: Background of Research……………………..……………………………………11
1.2: Problem Statement…………………….……..……………………………………11
1.3: Theoretical rationale………………………....……………………………………11
1.4: Research Rationale……………………..………….………………………………11
1.5: Research Questions……………………..……………….…………………………11
1.6: Research Aims and Objectives……………………………………………………11
1.7: Summary of the Chapter……………………..……………………………………
11
CHAPTER 2: REVIEW OF LITERATURE (3500 words)
2.1: Introduction (200 words)
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 in HK due to
the remote workforce
To evaluate the implications of a remote workforce on marketing management in
Hong Kong
2.2: Human Resource Management (1000 words)
2.2.1: the link between HRM & remote workforce
2.2.2: HRM theories & link between HRM & telework
2.3: Marketing Management (1000 words)
2.3.1: explain the link between Marketing Management & remote workforce
2.3.2: Digital marketing

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2.4: IT in HRM & Marketing (1000 words)
2.4.1: impact of information technology on HR - remote work
2.4.2: impact of information technology on Marketing - digital marketing
2.5: Summary of the Chapter (300 words)
CHAPTER 3: RESEARCH METHODOLOGY
3.1: Research Philosophy…..………………………………………………………...…11
3.2: research Approach…..…………………………………………………………..…
11
3.3: Methodological Choice…..……………………………………………………...…11
3.4: Strategy…..…………………………………………………………………………11
3.5: Data Collection…..…………………………………………....……………………11
3.6: Data analysis…..…………………………………………………....………………
11
3.7: Sampling…..………………………………………………………..………………11
3.8: Time horizon…..………………………………………...…………………………11
3.9: Research Ethics…..…………………………………………………...……………11
3.10: Summary of the Chapter…………………....……………………………………
11
CHAPTER 4: FINDINGS AND ANALYSIS
4.1: Contextual Analysis of Research…..……………...………………………………11
4.1.1 gender of the respondents…..…………………………………...…………11
4.1.2 Age of the respondents…..…………………………………………………11
4.1.3: Level of the respondents in the organizational Hierarchy…..…………….11
4.1.4: Level of Education of the respondents…..……………………………...…
11
4.1.5: Profession of the Respondents…..……………………………………...…11

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4.2: Research Questions, Research Aim and Objectives…..…………………………11
4.3: Summary of Chapter…..………………………………………………..…………11
CHAPTER 5: DISCUSSION …..………………………………..………………………11
CHAPTER 6: CONCLUSION AND RECOMMENDATION
6.1: Conclusion…..…………………………………………………………………...…11
6.2: Managerial Implications …..……………………...………………………………11
6.3: Limitations of the Research…..…………………………………...………………11
6.4: Recommendations for Future Research…..………………………...……………11
REFERENCES
APPENDIX

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Abstract
The purpose of this study was to identify the impact and implications of the remote workforce on
marketing management faced by various businesses in Hong Kong. The study critically
determines the background of the change of remote workforce in Hong Kong. The data were
collected through online questionnaires and respondents were workers, team leaders, director
management and business owners coming from different business segments. Author used a
quantitative research method and positivism philosophy to analyze the challenge and impact of
the remote workforce. The findings revealed a significant impact of the marketing strategies
being changed due to the remote workforces. They are from offline to online, reduction in cost in
operation, productivity, work vs personal time, the desire for social engagement, and digital first.
Similarly, results also suggested significant implications of expansion internationally, business
and talent shift, technologies enabling this trend and government funding. This study also
highlighted some beneficial implications for an organization. Particularly, it suggested that
digital technologies play a crucial role in the development of business under COVID and
political issues in Hong Kong. It helps to evaluate the implications of a remote workforce on
marketing management, transforming business processes, and the development of e-business in
Hong Kong. However, remote workforce is beneficial on an organizational level. It further noted
that the level of innovation is linked with the appropriate workplace environment for employees.
The limitations of this study are mainly related to the methodology and time. Use of closed
ended questionnaires restricted participants from adding more information they need to select
from given options; thus, findings cannot be generalized. Future researchers should overcome
the mentioned weaknesses of this study in order to further explore this field.

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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
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

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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 workplace. It can happen as a result of trying to work
across many time zones in order to assure close collaboration. Remote working helps 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 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 practice 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. The
motivations of the organisations preferring working from home are as follows: Lupu (2017:696)
mentions the reduced expenses of organisations, such as “rent, maintenance, computers,
telephones, offices, utilities, equipment, etc”. Ford and Butts (1991:20) also make further
explanations about office space costs and indicate that companies can avoid leasing additional
offices through a telecommuting program. Beňo (2018:26) also mentions the reduced costs of
parking space for the employees’ cars. Another factor organisations have as a motivation is
increased workforce productivity.
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 sufficient work are related to working in the office. On the other hand, having
staff members in the office is expensive. Through having the remote employees, the company is

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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 time socialising. They feel closer to firm and
mission than when they perform the tasks in the office.
There are many design and marketing agencies in Hong Kong. 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). In these Hong Kong based design &
marketing agencies, the crew of professionals with wealthy reports and creativity are passionate
in presenting all-round service. They serve a large mix of personal-public, and social-zone
organizations across numerous industries to assist our customers in achieving their desires. They
take a constant approach to making use of new knowledge and technology to enhance our
creativity, producing digital solutions and opportunities all around the world.
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 a 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

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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.
Nowadays, globalization is common. Globalization refers to the tendency of firms to extend their
sales, ownership, and/or manufacturing to new markets abroad. Globalization of the world
economy and other trends has triggered changes in how companies organize, manage, and use
their HR departments. More globalization means more competition, and more competition means
more pressure to lower costs, make employees more productive, and do things better and less
expensively.
Technology is a trend to stimulate the remote workforce. Virtual online communities, virtual
design environments and Internet-based distribution systems have enabled firms to become more
competitive. HR faces the challenge of quickly applying technology to the task of improving its
own operations. Jobs are changing due to new technological demands. These concepts and
techniques also help business owners to hire the right person; experiencing low turnover and
easily finding your people doing their best.
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. In Hong Kong, time is money. Many SME, small and medium enterprises
closed down because of high operation cost, inadequate talent and low marketing demand.
(Online) Small business owners will benefit from this study on how to survive and extend
beyond their business.

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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 a 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 benefit with the remote work option. Carrying out research
in this subject matter will support in analysing the troubles that are confronted by management of
respective venture causes of COVID19 and the plans 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 responses 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 center of systematic investigation and it
helps you to clearly define a course for the studies technique. A research question is usually the
first step in any studies assignment. Basically, it's 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

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question often addresses a difficulty or a hassle, which, through evaluation and interpretation of
facts, is spoken back within the observer'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. (Geng et. al., 2017)
● 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)
In conjunction with the above-mentioned research questions and research aim, following are the
research objectives.

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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 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

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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 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 to survive and extend beyond their
business.

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CHAPTER 2: REVIEW OF LITERATURE
2.1: Introduction
In the previous section, researchers presented research aims and objectives along with background and problem statements. 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. The study is related to a
collection of the published materials or information on impact and implications of the remote workforce on marketing management in Hong Kong.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 analyzes critical 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.
PLEASE FILL IN HERE
CHAPTER 2: REVIEW OF LITERATURE (3500 words)

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CHAPTER 2: REVIEW OF LITERATURE
2.1: Introduction
In this chapter, the researcher is going to cover some topics that are the background of the change of the remote workforce in Hong Kong. In addition to this, impact on
the marketing strategies being changed in HK due to the remote workforces. Also, implications of a remote workforce on marketing management in Hong Kong.
2.2: Human Resource Management
2.2.1: The link between HRM & remote workforce.
As per the viewpoint of Gaetano Dinardi (2021), Human resource management is considered as the strategic approach to effectual as well as efficient people
management or firm so that it aids its business gain competitive benefits. Moreover, this is developed for maximizing staff performance into services of employer’s
strategic goals. While romote workforce is considered to be flexible workforce. In addition to this, staff may do work from home. So, this flexibility means high
productivity as well as fewer disruptions. Furthermore, the unforeseen events such as corona virus mau force individuals to do remote working. During that times, their
business may either teh storm through laying back upon remote work (Remote Workforce: Why It Matters & How To Manage One in 2020. 2021). Remote working is a
style of exertions that permits employees of a business enterprise to perform all their crucial activity obligations from outdoor traditional workplace space. using
telecommuting from home places of work, those out-of-office employees make up a faraway body of workers for that agency. A key precept of a remote workforce is
that paintings are what you do, no longer in which you do it. because of this, some distance off humans ought to be able to be productive and achieve all their daily
work outside a corporation’s workplace vicinity.
To make sure employee engagement for a far-flung team of workers, corporations want to offer generation like video conferencing that guarantees a robust employee
revel in and company way of life outdoor and in the workplace. this period must deliver a virtual workspace solution for far-off workers, such as endpoint management,
digital apps and laptop structures, content collaboration, and alertness transport answers.
In terms of manufacturing, safety, or transportation, the proper faraway workspace is even extra vital, for productiveness, and the safety and properly-being of your
workers.
As you intend for far-flung groups or a long way off place of work setups, there are steps an amazing HR team can take to terrific make sure your group’s achievement.
observe those guidelines to get the most suitable results from your far-flung painting groups.
Locate your high-quality some distance flung team
In case you’re finding out out a capability far-flung worker, have them do smaller independent tasks first. It offers you a chance to build a dating and helps you to find
out how your prospective faraway groups can paintings collectively. At some point of those trial intervals, it’s a tremendous concept to set out a list of questions you
need to invite approximately workflow, place of business setup, their vision for the company, and the artwork they will be doing to align themselves to this imaginative
and prescient. Sharing the same business enterprise project, values, and way of life is critical to success. That doesn’t alternate at the same time as you’re talking
approximately maintaining a ways flung workers.
Response time is critical

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As a miles flung worker, the onus often falls to the employee to create fantastic surroundings for a conducive body of workers. This means that they’re answerable for
staying in contact. Make it much less complex on your crew to keep you updated, with the aid of preserving your very own reaction instances short. Everyday
communiqué allows maintain a long way off personnel inside the loop and suggests your appreciation for their time and attentiveness. It indicates that the cut-off dates
and goals you positioned in your long way flung groups are each bit as critical as inter-place of job duties.
Make a personal connection
Even though a short reaction time is often maximum efficient thru email, making time to connect on a greater personal diploma allows maintaining your faraway
humans feeling like part of the crew. Video conferences can update in real lifestyle chats if the distance is a thing. If viable, you want to be checking in collectively
together with your faraway people, as a minimum once according to week. Speak for your far-off organizations about scheduling face time and get their opinion on
which artwork quality for every person (don’t overlook to encompass onsite personnel). those relationships are critical for your business enterprise. Use webinars,
motion photos, and convention call to create an enjoyment of community for absolutely everyone, such as your dispensed personnel.
2.2.2: HRM theories & link between HRM & telework.
As per the view point of Martinez et al. (2017), Teleworking is a work affiliation in which some or all of the artwork is achieved from home or every other off-web
page area. In preferred, normal workplace hours are labored and deviations from that point table require supervisor approval. Telework (also called telecommuting)
preparations aren't new, however, they may be unusual to many employers and executives. This useful resource will assist you and your team navigates capacity
telework conditions by using offering steering for supervisors, personnel, and departments to assist installation and control far-flung work arrangements. Teleworking,
if deliberate and managed efficiently, can be the notion of as an opportunity for an enterprise to construct belief and productivity amongst employees. it may
additionally be hired as a strategic ability manipulate initiative that improves employee attraction, engagement, and retention at the same time as reducing costs for both
the agency and the employees. Telecommuting is a flexible modality that calls for the implementation of unique HRM practices, to create organizational weather based
on consider. that is because of the truth, in the general public cases, employers are much more likely to provide telecommuting as a desire to the specialists they believe
the maximum. helping this concept, affirm that for an easy operation of telecommuting, it's far vital to have an organizational way of life-based totally, especially, on
accepting as true with between supervisors and their subordinates. the one's authors highlight that managers ought to keep in mind that even employees who are bodily
in a workplace can use a pc for personal reasons, and now not just for expert ones: "productivity can not be companion with presence. it is important to educate to
paintings towards targets and accomplishing results also for managers of telecommuters to change their recognition from "paintings time" to "artwork outcomes".
however, telecommuters must make a dedication to work closer to excellent, in addition to an agreement on deadlines, outcomes, and benchmarks. This posture calls
for, further to an auspicious organizational culture, a decentralized organizational structure wherein HRM hints regarding telecommuting emphasize the substitution of
bodily management.
Of direction, there are a few jobs that are not conducive to telework, together with positions that require an on-site presence. but others are greater location flexible, and
a few jobs have elements of every–they require on-internet site online availability on some days, but additionally they include responsibilities that may be performed at
domestic, such as report writing or customer service interactions that take location over electronic mail and phone. Managers who dismiss telecommuting because no
longer each characteristic in their branch is telework-fine may be losing out on the broader organizational blessings of telework. Growing trends

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Approximately forty-three percentage of HONG KONG humans work remotely in a few capabilities, even though which means telecommuting best as soon as
according to a week or a lot less, consistent with the 2017 model of Gallup's annual report, The u. s . of the American administrative center. That percentage is up from
39 percent in 2012, which indicates a moderate however ordinary growth in teleworking. As telecommuting becomes more popular, the commonplace quantity of time
every teleworker spends at domestic or in some other some distance off region increases. the percentage of HONG KONG teleworking employees who spend 80
percent or more of their time (equal to four days in keeping with a week or extra) working remotely has extended to 31 percentage in 2016 from 24 percent in 2012.
The range of employees who artwork remotely 40 to eighty percent of the time has additionally barely extended, while the extensive type of personnel operating
remotely much less than 20 percent of the time has decreased. Similarly, in extra than half of the most important HONG KONG metro regions, telecommuting beats
public transportation because of the desired commuting opportunity, according to a few other files, 2017 state of Telecommuting within the HONG KONG worker
team of workers. Telecommuting has grown a long way quicker than another commuting mode, constant with the observe, which emerge as issued thru FlexJobs and
international place of work. one of the drivers of the growth of telework has been the HONG KONG federal authorities. In 2020, the HONG KONG Telework
Enhancement Act has ended up law, and it required the pinnacle of each government commercial enterprise organization to set up and put in force a policy under which
employees might be legal to telework. The HONG KONG fashionable offerings management (GSA) serves as the lead agency for the government's initiative; in its
current annual report to Congress, GSA said that federal teleworking continues to grow, with participation developing to 46 percent from 39 percent of eligible
personnel from 2013 to 2015.
2.3: Marketing Management
2.3.1: Explain the link between Marketing Management & remote workforce.
As per the view point of Pryke (2019), 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. While on other side, Marketing management is the terms of planning and executing the theory, pricing, advertising, and distribution of
thoughts, items, and offerings to create exchanges that fulfill man or woman and organizational desires. Managing marketing workforce in remote working is growing
an onboarding application that reinforces engagement and saves time. Create a standardized technique this is accompanied within in addition to outside the enterprise.
Additionally, onboarding the latest worker wants to by no means be the only responsibility of a manager or team lead. Ensure that the entire group, a ways off or in-
residence, is involved in conveying the imaginative and prescient, task, and values, to the present-day member of the group. Proper right here are some suggestions that
could assist along the way:
Leverage the face-to-face connections, If time and sources permit, ensure you offer your far-off worker a face-to-face orientation thru video conferencing.
As a part of the orientation and on boarding software, surely speak the dreams and expectancies to the new employees earlier than they begin work.
Working remotely is in addition difficult.
So, make sure that you make your new virtual space welcoming. Introduce the brand recruit to the rest of the team and make sure that they connect in
terms of each desire and values.

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2.3.2: Digital marketing
According to view point of Wang (2021), Digital marketing is undertaken as the act to promote as well as sell goods and services through leveraging online marketing
strategies like social media marketing, search marketing and e-mail marketing. Employees are the principal asset of any modern-day enterprise. however, it's far
especially real for virtual advertising and advertising groups. due to the fact they, for all intents and capabilities, don’t have any other belongings. That’s the cause why
digital advertising groups are often using the advantages of far off going for walks. The success of a corporation working in this industry totally is based upon attracting
top-notch professionals in their fields. this is why the whole lot that affects the staffing regulations is of paramount significance for such corporations. The fulfilment of
a business enterprise working in this industry entirely relies upon attracting top-notch experts of their fields. this is why everything that influences the staffing rules is
of paramount significance for such organizations.
In step with the latest findings, maximum businesses in this zone are suddenly developing the prominence of remote employees in their personnel, with 1 in 5 going
totally virtual. In this article, we are in a position to talk about why it's so and why you have to keep in thoughts becoming a member of organizations with some
distance off the frame of people.
far off paintings increases productivity
In step with well-known belief, running on the place of job enforces discipline and makes human beings more effective than they are even as no person is calling. even
though it could be actual for some, in truth, matters are quite one in all a kind. both agencies and employees agree that the number one detractors from enough paintings
are related precisely to jogging in the workplace. Loud colleagues, consistent interruptions from journeying co-people, time spent in idle chatter, conferences, and so on
are all matters that fine take place inside the workplace surroundings. also, they may be catastrophic for productiveness. So one of the maximum important blessings of
far-off operating is extended productiveness.
Flexibility improves best
Some distance flung human beings pick out on their very personal whilst and where to paintings. a few are in it as it allows them to perform a few days’ nicely well
worth of work in a single day and unfastened up time for different endeavors. Others choose to work 7 days every week however with shorter hours. Nonetheless,
others need to work unconventional hours (e.g., they will be greater efficient at night). a few are attracted with the aid of the possibility of fluctuating hours – i.e.,
operating more at the same time as they're at their pleasant and taking it clean even as horrible factors kick in. if they get their task finished, you don’t must worry even
as and the manner they do it. And within the event that they will be bendy about it, you could make sure they constantly artwork at the same time as their efficiency and
creativity are at the exceptional.
It makes employees greater engaged
For masses, the concept of remote paintings being related to extra engagement reasons cognitive dissonance. In reality, there may be no longer anything
counterintuitive about it. personnel that paintings remotely sense that the corporation cares for their properly-being. They have to manage their personal time and
productivity. Additionally, they experience much less like interchangeable cogs in a system and greater like partners. Their interactions with colleagues have restrained
to the troubles that without a doubt remember the number in place of spending an inordinate quantity of time in idle socializing. In exceptional phrases, they enjoy the
direction of the agency and its mission than after they honestly carry out obligations within the place of job.

18
2.4: IT in HRM & Marketing
2.4.1: impact of information technology on HR - remote work
As per the view point of Cortez (2020), Information technology is considered as usages of computers for storing or retrieving information .Information
Technology mainly utilised in respect of business practices as opposedto personal or entertainment technologies. In addition to this, IT is undertaken as the subset of
information as well as communication technology. Remote Working have whole types of benefits incorporating employees encouragement, enhnaced productivity and
staff retention. Moreover, it do not just apply to workers which work from home (telecommunicating). This involves contract staffs, freelancers, global empoyees,
frontline employees and others.
The emergence of technology systems as a lifeline for some distance off people has uncovered a lingering hassle in human assets: the need for HR to grow new
technology talents to serve the evolving wishes of their organizations—a want underscored, specialists say, by using the growing dependence on apps, collaboration
networks, conferencing gadget, and different structures to replace in-man or woman transactions.
Maximum generation understanding within the HR characteristic has lengthy resided with human resource information era (HRIT) professionals. They serve the
control, configuration, reporting, and information-safety dreams of the burgeoning HR technology in such classes as employee document maintaining, benefits,
recruiting, studying or overall performance manipulate. The 2019-2020 HR structures Survey from the studies enterprise Sapient Insights organization decided that
HRIT professionals are gambling a bigger function than ever in addressing the developing facts-security and privateness challenges that businesses face. In HR
capabilities that depend closely on cloud generation, HRIT professionals are clearly 3 times more likely to be accountable for governing facts privacy and content
material safety than the ones in large IT department roles.
whilst the want for HRIT knowledge remains high, experts say an excellent larger need for technology acumen often resides a few other places within the feature: with
HR generalists and enterprise partners who want to be extra acquainted with problems like data safety, the effect of an era at the worker enjoy and how to investigate
staff information to make faster agency choices. HR technology systems representative, longtime HR technology practitioner, and CEO of the consulting firm
Peopleserv in huge apple town, stated the need for era expertise in HR is probably greater than it's far ever been. "HR generalists and business enterprise partners need
a deeper know-how of the workings of generation systems due to the fact they and their customers use them greater frequently than ever now.
Brian Kropp, employer vice president focusing on HR issues for research and advisory business enterprise Gartner, also said there can be a growing want for greater
generation knowledge in human assets. Kropp said that want doesn't translate into growing "shadow" IT departments in HR; rather, it refers to HR employer
companions and generalists increasing their technology information bases. "HR dreams more folks that recognize the IT panorama from an employee-enjoy mindset
and how generation can beautify or detract from that revel in," Kropp said. "generation knowledge hasn't rested handiest with IT for some years now," said Guillermo
Corea, managing director of ParagonLabs, SHRM's workplace innovation lab. "The proliferation of SAAS [software-as-a-carrier], as well as exclusive era, has made it
critical for different functions inclusive of income, marketing, and HR to be tech-savvy. HR experts that succeed inside the future can be those that discover and
recognize how disruptive technology which includes AI and blockchain will impact the advent of better places of work."
2.4.2: Impact of information technology on Marketing - digital marketing.
As per the view point of Gregg Paul (2020), stechnology has converted advertising using the approach of creating campaigns more customized and
immersive for human beings and growing ecosystems which is probably greater integrated and focused for marketers. And it’s now not simply the interface among

19
manufacturers and people which have been converted. New technology in advertising has permeated the infrastructure and systems on which businesses are built,
turning in rate to procurement and which includes to the lowest line.
In 2013, 47% of folks entrepreneurs targeted creativity to force advertising and advertising technique. final 365 days that quantity become 29%. In 2022, for 56% of
entrepreneurs, each creativity and generation will play an identical feature in figuring out wherein and the way they interact with their clients. 30% will prioritize
technology over creativity.
2.5: Summary of the Chapters
The benefit of Remote Workforce.
The benefits of a remote workforce may be just as beneficial for employers as staff. So, working out mutually agreeable circumstances for both is ideal as remote
working is boosting in a popular manner. Additionally, within places like Hong Kong Remote Working shave whole types of benefits incorporating employees
encouragement, enhanced productivity, and staff retention. Moreover, it does not just apply to workers which work from home (telecommunicating). This involves
contract staff, freelancers, global employees, frontline employees, and others.

20
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is defined as the path by which an investigator is required to conduct an
investigation. This shows the path by which investigators develop their issues and also present
outcomes from data obtained at the time of study. There has been research on onions considered
as it was developed through Saunders et. al. (2007). It explains the stages by which an
investigator must pass when developing effective methodology. The research onion is mainly an
extension of the research method tree (Ørngreen and Levinsen, 2017). While using the research
onion has gone from outer later to inner layers. When viewed from outside, each of the research
onion layers explained stages of the research process in detailed manner. Methodology is a
cautious consideration of research linked to precise situations and the usage of the technical

21
method. It is usually research to define, expect and administrate pragmatic occurrences. It is used
to assemble records and statistics with the motive of making better assessments connected to
business. It is a scientific technique that has to be accompanied by means of a 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:
3.1 Research philosophies
This section deals with differentiated kinds of source and their skills and knowledge. This can be
elaborated as a procedure of collecting and recording data which is closely connected with research.
It is sectioned in two parts like interpretive and positivism. In this, positivism philosophy will be
used in this study that will be highly required for an investigator in getting a valid conclusion.
Positivism philosophy will also be essential for investigators by providing relevant and reliable data
regarding the topic. On the other hand, interpretivism philosophy is not appropriate for research
because it will take more time and cost of an enterprise to analyze and measure the questions and
findings.
Positivism Philosophy
(quantitative information)
interpretivism philosophy
(qualitative Research)
· Positivism philosophy relies on quantitative
information that positivists believe is more
reliable or accurate than qualitative research.
· Positivism philosophy applies a well-defined
structure during studies as well as discussions.
· Interpretivism philosophy relies on
qualitative information. they tend to be
flexible.
This assists in understanding cultural
people and their participation in conducting
an investigation. It provides the conceptual
description related to remote working in a

22
Scholars accept that since positivists think
everything can be measured as well as calculated.
Accurate information with rating is a fact to
prove.
detailed manner (Ulmer, 2017)
·It will take more time and cost of an
enterprise to analyze and measure the
questions and findings.
Primary data generated in interpretivist
studies cannot be generalized since data is
heavily impacted by personal viewpoints
and values.
3.2 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 aims 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 formulates 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.

23
Deductive method Inductive technique
It tends to waft from the common to quick.
Any researcher uses this tool on study
speculation which is tested via gathering of
the facts.
It is beneficial when there's small studies. In
this, the investigator actions in the opposite
route with the reason of description and
observation for the evaluation.
Justification: This method is related with analysis of different objectives of data that are present
in numerical format. It aids investigators to make calculations of numerical data of research
which contains hard complications in respect to find out more accurate outcomes that provide aid
in effective decision making. In this inductive approach, non numerical information applied so
that outputs of numerical evaluation can be substantiated. For the research topic, deductive
approach is used because it provides accurate and in-depth information in order to conduct
investigation activities (Clarkson and et. al., 2013). Main reason behind selecting this approach is
that it will give accurate and valid information about the current study.
3.3 Methodological choice
There are many kinds of research programs present which aid management in conducting an
investigation function by investigators. It is a liability of researchers to select a most authentic
method so that investigation could get completed in selected time duration with most appropriate
results. Research methods are sorted in two types in order to carry out investigations like qualitative
and quantitative research methodologies. Quantitative research is a type of research which will help
an investigator in accumulation of quantitative information regarding the topic. Researcher has
considered quantitative investigation in order to carry out this investigation. This type of research
helps a researcher by providing information in the form of hard facts and numbers. This research
provides a more authentic outcome by taking support of various theories, hypotheses and various
types of assumptions.

24
3.4 Research strategy
It is an important section as it helps researchers to select an effective strategy to carry out the
research activities in a systematic manner. Thus, it is crucial for investigators to adopt an
appropriate strategy that may help them in executing research activities in order to attain positive
and reliable outcomes. Mainly, research strategy included different approaches such as
interviews, surveys and many more that help in effectively undertaking research activities.
Research design is defined as dealing with many tools and technologies that provide aids in
collection and analysis of data which is to be used in order to measure distinct values of data to
resolve many research issues. Research design comprises many objectives: collection several types of
data, process of data analysis, liabilities and probable outcomes.
There are different types of data collection techniques such as postal, telephone, survey,
questionnaire, observation, case study etc. All these are essential but according to current study,
questionnaires and surveys will be used by researcher. As it will support them by providing valid and
reliable data about the topic. (Aral, Dellarocas and Godes, 2013).
3.5 Data collection
There are two kinds of data collection for example, primary data collection method and
secondary data gathering approach.
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. 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.

25
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 a number one and secondary tool of information gathering and
assembling that permits in providing the dependable statistics with a purpose to a particular area
(Han, Yu and Kim, 2019). In these studies, the primary technique of information collection is
extra adequate because it offers fresh facts and information so that effects can be summarised.
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).
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. 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.
Justification: 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 a 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 said that each research is connected with a few forms of limitations that
are budget, time, and information evaluation and so forth which have an impact on researchers
for the duration of accomplishing research methods. Also, time is one of the key obstacles as for
completing every method of research, a powerful time is needed through investigators.

26
Research instruments- There are extraordinary research tools and contraptions like survey,
questionnaire and others that are used by research in an effort to series of statistics.
Questionnaire is chosen as one among the precise studies devices so one can assist researchers to
acquire primary facts that direct to accomplishment of reliable and legitimate consequences.
Also, it is decided that it's far from the powerful tool and method for which investigators can
collect easier and suitable facts regarding 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.
3.6 Data analysis
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 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).
3.7 Sampling

27
Sampling is a process of finding statistical study which is used in select, manipulating and
making decisions on subset data points after making judgement of various patterns and trends
from larger size data that was collected through a research program. Sampling means selection of
those respondents who are targeted in order to collect relevant data. Sampling relies on random
numbers and probabilities. The sample size is 100 respondents who are given their views and
opinions regarding the topic.
The sample ought to be a consultant of the population to assure that the investigator makes easier
the findings and consequences from having a look at pattern to the populace as a whole.
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).
Explain your sampling method for the study and justify? (200words)
Sampling is helpful for research as 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. The effective sampling method chosen for this research is probability sampling as a sampling technique under which an
investigator selects the sample from a large-s population. Moreover, in the use of the form of hazard sampling, a hundred respondents can be randomly selected as
personnel from enterprise business enterprises. Such respondents offer researchers with expertise. The key motive behind this is to use the random samples as they do
now not take greater time and supply correct consequences than the non-chance sampling approach. Also, the best random sampling approach permits all the units in
the population to have an equal chance of being selected. As an example, if the facts are accrued by this specific sampling tool in the context of the have an impact on
of existence coaching programs over the growing overall performance of the business, any records generated from the records may be assumed to comply with a
particular allocation.
3.8 Time horizon
This layer of the research consists of a cross- sectional and longitudinal time horizon. The cross-
sectional time horizon consists of a collection of the data at a particular time period. It can

28
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).
3.9 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).
3.10 Summary of chapter
In conducting the research methodology, there has been research on onion considered by using
the different layers. It consists of positivism research philosophy, deductive research approach,
quantitative research method, primary method of data collection, random sampling method and
survey research strategy. In the next chapter, researchers will present findings of the research.
CHAPTER 4: FINDINGS
In the previous chapter of this report, researchers gave details related to research methods that
were adopted for this research project. In this chapter, researchers will give findings related to
the research project. The chapter will start with analysis of the reliability of the research project,
which will be followed by presentation of contextual findings of the research. In addition to
these, researchers will also present primary findings (related to research aim and objectives)

29
along with discussion on these findings. At the end of this chapter, researchers will present a
summary of the chapter.
4.1: Contextual Analysis of Research:
This section will present findings related to the context of the research project. In this regard,
researchers will mainly present information related to the demographics of the respondents. This
will educate the readers and help them put the findings in the context.
4.1.1: Gender of the Respondents
Table 4.1.1, presented below provides details related to the gender of the people who participated
in this research project.
Table 4.1.1: Gender of respondents
Frequency Percentage
Male 43 43%
Female 57 57%

30
The above table shows that around 43% of the respondents were male whereas around 57%
respondents were female. It shows that in e-commerce settings, females are more employed as
compared to males. It is also elaborated below in Figure 4.1.
4.1.2: Age of the Respondents
Table 4.1.2, presented below provides details related to the age of the people who participated in
this research project.
Table 4.1.2: Age of the Respondents
Frequency Percentage
20 - 30 40 40%
31 - 40 30 30%
41 - 50 23 23%
50 or up 7 7%

31
The above table shows that around 70 percent of the respondents were less than aged 40and then
there were another 30% per cent who were above aged 41. This shows that the majority of the
people who have been working in digital marketing and accept the remote workforce of Hong
Kong are young.
4.1.3: Level of the Respondents in the Organizational Hierarchy
Table 4.1.3, presented below provides details related to the level of the people in the
organizational hierarchy, who participated in this research project.
Table 4.1.3: Level of the respondent in Hierarchy
Frequency Percentage
workers 27 26.6%
Small Team Leader 40 40%
Director Management 23 23.3%

32
Owner 10 10%
The above table shows that the majority of the people who participated in this research project
were small team leaders.
4.1.4: Level of Education of the Respondents
Table 4.1.4, presented below provides details related to the level of education of respondents,
who participated in this research project.
Table 4.1.4: Level of
Education of the respondent
Frequency Percentage
Diploma 27 27%
Degree 57 57%

33
Master 16 16%
The above table shows that the majority of the people who participated in this research project
had some form of University education. As a matter of fact, around 27 % were diploma level
whereas there were around 57% who had done a degree program and finally there were around
16% who had done Master.
4.2: Research Questions, Research Aim and Objectives
This section will present findings related to the research project. In order to help readers,
findings are linked with related research objectives. For this research project, the aim as below
- the challenges of the change of remote workforce in HK
- marketing strategies being transformed due to remote workforce and
- the key effect of the remote workforce on marketing management in HK

34
The findings of the research project are presented below.
Frequency Table
Q1) Do you have an understanding about remote working in context
to an organisation?
Frequency
a) Yes 73
b) No 27
Q2) What are the challenges faced in managing the remote work? Frequency
a) Security 40
b) Network performance 27
c) Employees management 33
Q3) What are the marketing strategies being transformed in HK due
to the remote workforce?
Frequency
a) From offline to online 39
b) Reduce in cost in operation 28
c) Productivity 33
Q4) What are the different marketing strategies developed that can
be used after COVID-19 with long term benefits?
Frequency
a) Everything online 17
b) Invest in the Facebook ads 33
c) Run exclusive offers 16
d) Communication strategy an overhaul 34
Q5) What are the different measures an organisation should adopt to
make improvement in the remote workforce?
Frequency
a) equip the team with tech and tools 41
b) management and the team are approachable 28
c) project tracking system 31
Q6) According to you, what is the benefit of remote working to
marketing management?
Frequency
a) Remote work enhances productivity 37
b) Saves money 30

35
c) Engaged employees 34
Q7) As per your opinion, does remote working help the company
higher productivity?
Frequency
a) Yes 83
b) No 17
Q8) 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 53
b) Expand internationally 13
c) Business and talent shift 17
d) Government Funding 17
Q9) On the basis of your opinion, how does a remote workforce affect
the business thrive?
Frequency
a) Improving work life balance 27
b) Progress in employee’s careers 33
c) Enhance employee retention rate 40
THEME 1: Understanding about the remote working
Q1) Do you have an understanding about remote working in context
to an organisation?
Frequency
a) Yes 73
b) No 27

36
Interpretation: From the above mentioned information, it has been interpreted that there are 73
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 27 respondents which do not have a detailed
understanding about the remote workforce at the workplace.
THEME 2: There are various challenges faced in managing the remote work
Q2) What are the challenges faced in managing the remote work? Frequency
a) Security 40

37
b) Network performance 27
c) Employees management 33
Interpretation: There are 40 respondents which said that security is one of the main issues faced
by companies in order to manage remote work. 27 participants are agreeing with the network
performance. There are 33 remaining respondents which said that managing the employees is
one of the major issues that companies face in remote work.

38
THEME 3: There are different marketing strategies being transformed in HK due to the
remote workforce
Frequency
a) From offline to online 39
b) Reduce in cost in operation 28
c) Productivity 33
Interpretation: As per the viewpoint of 39 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 28 respondents and according to them, remote work helps the company in
minimizing operation cost. There are 33 remaining respondents which said that enhanced
productivity is beneficial for remote working.

39
THEME 4: There are various marketing strategies developed can be used after COVID-19
with long term benefits
Q4) What are the different marketing strategies developed that can
be used after COVID-19 with long term benefits?
Frequency
a) Everything online 17
b) Invest in the Facebook ads 33
c) Run exclusive offers 16
d) Communication strategy an overhaul 34
Interpretation: As per the perspective of 17 respondents that everything should be online is one
of the most important marketing strategies. There are 33 respondents which said that companies
should invest in Facebook ads as it helps in attracting the large number of respondents. 16

40
respondents are agreeing to run the exclusive offers. 34 remaining respondents stated
thatCommunication strategy and overhaul.
THEME 5: There are various measures an organisation should be adopted to make
improvement in the remote working
Q5) What are the different measures an organisation should adopt to
make improvement in the remote workforce?
Frequency
a) equip the team with tech and tools 41
b) management and the team are approachable 28
c) project tracking system 31

41
Interpretation: On the basis of 41 respondents, equip the team with tech and tools is one of the
main measures that an organisation should adopt to make improvements in remote working. 28
respondents are agreeing management and team ar approachable. There are remaining 31
participants which said that project tracking system.
THEME 6: Key benefit of remote working to marketing management
Q6) According to you, what is the key benefit of remote working to
marketing management?
Frequency
a) Remote work enhances productivity 37
b) Saves money 30
c) Engaged employees 34

42
Interpretation: From the above mentioned graph, it has been interpreted that there are 37
respondents which said that the benefit of remote working is to enhance organisational
productivity. 30 respondents agree with saving money for an organisation. There are 34
remaining respondents which said that remote working is effective in engaging staff members at
the workplace.
THEME 7: Remote working helps the company higher productivity
Q7) As per your opinion, does remote working help the company
higher productivity?
Frequency
a) Yes 87
b) No 17

43
Interpretation: On the basis of 87 respondents that remote working is helpful for a company to
enhance productivity as employees work from home and work comfortably. There are 17
remaining respondents which do not agree with the given statement.
THEME 8: There are some implications of a remote workforce on marketing management
in Hong Kong

44
Q8) 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 53
b) Expand internationally 13
c) Business and talent shift 17
d) Government Funding 17
Interpretation: On the basis of 53 participants that remote working is the next normal
implication of a remote workforce on marketing management in Hong Kong. From the opinion
of 13 respondents, the company can expand internationally. On the basis of 17 respondents, the
implications of a remote workforce on marketing management in Hong Kong is to shift the
business and talent. There are 17 remaining respondents who agree with government funding.

45
THEME 9: Remote working could help the business thrive
Q9) On the basis of your opinion, how does a remote workforce affect
the business thrive?
Frequency
a) Improving work life balance 27
b) Progress in employee’s careers 33
c) Enhance employee retention rate 40
Interpretation: As per viewpoint of 27 respondents that remote working could help business
thrive is to make improvement in work life balance. 33 respondents said that the remote working
career of an employee is in progress. There are 40 remaining respondents which said that remote
working helps in increasing retention rates of staff members.

46
4.3: Summary of Chapter
In this chapter, researcher presented findings of the research project. The chapter started with
analysis of the reliability of the research project, which was followed by presentation of
contextual findings of the research. In addition to these, research also presented primary findings
(related to research aim and objectives) along with discussion on these findings. In the next
chapter, conclusions and recommendations related to research projects will be presented.

47
CHAPTER 5: DISCUSSION
This study aimed at identifying the impact and implications of the remote workforce on
marketing management in Hong Kong.
Under this research, both secondary and primary sources are taken for gathering an adequate
amount of information. This would help in analysing the impact and implications of the remote
workforce on marketing management in Hong Kong in both positive and negative manner. Here,
through articles taken under literature review, it has been evaluated that there is a high digital
marketing transformation needed in both small and medium enterprises.
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. It also interpreted from feedback of respondents
that remote workforce helps in increasing retention rates of staff members. Enterprise needs to
bring digital technologies into business. In conclusion, the study implies that Remote working is
next normal.
Research question: 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

48
workplace routine. Firms in Hong Kong searching for remote teams not online get the work done
but they go an additional mile in 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 levels.
Research question: 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 lead 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 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, the 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 to the minimum expenses of business and also
more applicants.

49
Research question: Implications of a remote workforce on marketing management in Hong
Kong.
It has been evaluated from a literature review that the remote workforce is mainly impacting 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 marketing management through attracting the top- notch staff
members to make business successful. This gives the different marketing related channels to
customers for instance Business to Customer. This is regarded to be more significant to access
possible resources and also talent that improves business productivity. It leads to a high
profitability degree and makes improvement sufficient through achieving a high satisfaction
degree. Technology has enabled trends concerning digital marketing. It develops a prominent
impact that is related to remote working in Hong Kong. In this country, work has led to
automation of work due to having the option to adopt new and advanced technologies.
CHAPTER 6: CONCLUSION AND RECOMMENDATIONS
6.1: Conclusion
In the previous chapter, researchers presented findings of this research project. In this research
project, researcher will present conclusions, recommendations, limitations and future research
areas.

50
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. To conclude the background of the change of remote workforce in Hong
Kong, in COVID-19 pandemic and the political issues, employees are not allowed to go to the
workplace. So they 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.
Likewise, based on the review of literature, it was also observed that there are some impacts on
the marketing strategies being changed due to the remote workforce. There has been discussion
about the impact of remote workforce on changing marketing strategies in Hong Kong for an
instance offline to online, minimizing operation cost and enhancing company productivity.
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. They are from offline to online, reduce cost in operation, productivity, Work
Vs. Personal Time, the Desire For Social Engagement and Digital First. Applying digital tools
and technologies assist making improvements in business performance along with increasing
productivity of the firm. To implement this purpose of remote workforce should be properly
conveyed to all staff members of the corporation so that they get to know what they have to do
for attaining the association's objective.
It has been concluded that each and every type of business association is in need of a remote
workforce on marketing management, transforming business processes and the development of
e-business in Hong Kong. There has been discussion about implications of remote workforce on
marketing management such as remote working is next normal, shifting talent and expanding 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 improvements in organisational
productivity. Tools and technologies that are utilised in digitalisation are having vast impact
upon functionality of organisation in a positive manner as it enhances productivity of association
along with making improvisation in performance of staff members and this type of action has its

51
role in organisational growth and success. Remote workforce is directly linked with revenues and
sales volumes of corporations because both of that are achieved when implication of all these
technologies are happened in very skilful manner and digitalisation provides direction to
business objectives by telling what has to do and in which time frame because this type of
concept that are implied in organisation reduces time consumption of activities. Main objective
of employing the latest and innovative tools and technologies in corporations is to enhance
market share and also helpful in availing all competitive advantages. From the point of HR, large
size business organisations have their great contribution in economic growth and success of the
country and venture also generates employment opportunities for those who have efficient skills
and talents and virtue to perform organisational performance in the most profitable manner by
hitting all goals in shorter time period without hampering functionality of corporation.
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. Effect of a remote workforce on marketing
management in HK has been studied. From conducting the investigation, it has been evaluated
that the remote workforce is beneficial for operations of an organisation incurring operation,
development, HR talent.
Remote workforce is helpful not only for small scale organisations but also it aids large
corporations by making improvements and additions in operational activities. The association
has its vast contribution in society and has a long way ahead and plays a crucial role in
development, growth and success of economy and nation. Digitalisation can be availed through
technological development, marketing transfer and inter-firm linkage in the light of dimensions
of global competition and its negative fall outs as well as positive opportunities, to small and
medium scale industries entrepreneurs through seminars and workshops, at the local level. It is a
major requirement of higher authority of corporations that they should employ the best tools and
then provide appropriate training and development programs to employees so that their skills
could meet the level of technological requirements in order to bring and maintain the efficiency
level of staff members and corporation both. This type of action aids in enhancing performance

52
and productivity of corporations for serving better quality to clients. It is also recommended to
researchers to collect data and information effectively and efficiently.
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 the 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 more information as they needed to select from the given options. This offset the
deficiency at the time of designing questionnaires 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: Recommendations for Future Research
Should be Recommendations for Future Research that means what are your
suggestions for future research in the related study.
Conducting the present investigation is based on 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 considered a
secondary method of data collection. An investigator needs to take into account some key areas
in the future.
As per the above analysis it has been identified that methodologies that have been used in this
project assist me in analysing appropriate information in order to get desired outcomes. These

53
kinds of research practices and approaches aid me in enhancing my research skills with the help
of different investigation practices.

54
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[Online]. Available Through:
https://www.smefund.tid.gov.hk/english/sgs/sgs_objective.html)
APPENDIX
Dear Sir,
This is Doris Ng and I am a Masters level student at University of South Wales, United
Kingdom. As a partial requirement of the academic program, I am conducting research on a
study of the impact and implications of the remote workforce on marketing management in Hong
Kong. In this regard, I would like to seek your support in the form of responses to these
questions. Please note that participation in this research is not obligatory.
Appreciate and thanks for your anticipation.

61
Section 1
In this section, various questions about your demographics will be asked. Please answer by
select the option that matches your requirements.
1- Are you a male or female?
Male Female☐ ☐
2- How old are you?
20 to 30 31 to 40 41 to 50 501 and above☐ ☐ ☐ ☐
3- What is the position that you occupy in your organization?
Marketing Executive team leader Director Management Business owner☐ ☐ ☐ ☐
4- What is your highest level of education?
Diploma Degree Masters PhD☐ ☐ ☐ ☐

62
Section 2
In this section, various statements are presented to you. You are requested to share your level of
agreement with these statements.
QUESTIONNAIRE
Q1) Do you have an understanding about remote working in context to an organisation?
a) Yes
b) No
Q2) What are the challenges faced in managing the remote work?
a) Security
b) Network performance
c) Employees management
Q3) What are the marketing strategies being transformed in HK due to the remote
workforce?
a) From offline to online
b) Reduce in cost in operation
c) Productivity
Q4) What are the different marketing strategies developed that 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
Q5) What are the different measures an organisation should adopt to make improvement
in the remote workforce?
a) equip the team with tech and tools
b) management and the team are approachable

63
c) project tracking system
Q6) According to you, what is the benefit of remote working to marketing management?
a) Remote work enhances productivity
b) Saves money
c) Engaged employees
Q7) As per your opinion, does remote working help the company higher productivity?
a) Yes
b) No
Q8) 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
Q9) On the basis of your opinion, how does a remote workforce affect the business thrive?
Thanks for your time and support !