Impact and Implications of Remote Workforce on Marketing Management 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

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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 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.