A Study of Remote Workforce on Marketing Management in Hong Kong

This report investigates the significant impact and implications of the remote workforce on marketing management in Hong Kong, particularly in the context of the COVID-19 pandemic and political issues. The research, based on online questionnaires and a quantitative approach, examines how businesses have adapted their marketing strategies, shifting from offline to online methods, reducing operational costs, and focusing on digital-first approaches. The study also highlights implications such as international expansion, business and talent shifts, and the role of technology. It explores the link between Human Resource Management (HRM), marketing management, and IT, including digital marketing. The report discusses the research methodology, findings, and analysis, including the impact of the remote workforce on productivity, work-life balance, and the need for social engagement. The report concludes with recommendations for future research and acknowledges limitations related to methodology and time constraints. The study emphasizes the crucial role of digital technologies in business development and the transformation of business processes 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