Impact and Implications: Remote Workforce on Marketing in Hong Kong

This report examines the impact and implications of the remote workforce on marketing management in Hong Kong, focusing on the changes brought about by the COVID-19 pandemic and related events. The study investigates how companies, including GASOL Limited, have adapted their marketing strategies to accommodate remote work environments. It delves into the shift from traditional to digital marketing, the challenges of managing remote teams, and the impact on employee engagement and productivity. The research aims to determine the feasibility of marketing management in Hong Kong amidst these changes, providing insights into the economic environment and offering recommendations for businesses to thrive. The report covers the background of the remote workforce in Hong Kong, examines the changing marketing strategies, and evaluates the implications of remote work on marketing management. The methodology includes a literature review, data collection, and analysis to provide a comprehensive understanding of the subject.

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

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Problem statement..................................................................................................................1
Practical rationale...................................................................................................................1
Topic context..........................................................................................................................2
Theoretical rationale...............................................................................................................3
Research aim..........................................................................................................................3
Research objectives................................................................................................................3
Summary of remainder of the project.....................................................................................4
CHAPTER 2: RESEARCH RATIONALE AND QUESTIONS....................................................5
Research Rationale.................................................................................................................5
Research Questions................................................................................................................5
CHAPTER 3: PRELIMINARY LITERATURE REVIEW.............................................................7
To critically determine the background of the change of the remote workforce in Hong Kong.
................................................................................................................................................8
To examine the impact on the marketing strategies being changed in HK due to the remote
workforce..............................................................................................................................10
To evaluate the implications of a remote workforce on marketing management in Hong Kong.
..............................................................................................................................................12
Summary of Chapter.............................................................................................................14
CHAPTER 4: SOURCE OF DATA................................................................................................1
CHAPTER 5: PROPOSED RESEARCH METHODOLOGY......................................................14
Research philosophy.............................................................................................................14
Research Approach...............................................................................................................14
Methodological choice.........................................................................................................15
Research Design...................................................................................................................16
Research strategy..................................................................................................................16
Data collection......................................................................................................................17
Data analysis.........................................................................................................................17
Sampling...............................................................................................................................18

Time horizon........................................................................................................................18
Summary of chapter.............................................................................................................18
CHAPTER 6: FINDINGS.............................................................................................................19
CHAPTER 7: CONCLUSION AND RECOMMENDATIONS...................................................22
Conclusion............................................................................................................................22
Managerial implication.........................................................................................................23
Limitations of Research........................................................................................................24
Future research area..............................................................................................................24
CHAPTER 8: REFERENCES.......................................................................................................25

Project Title: A study of the impact and implications of the remote workforce on
marketing management in Hong Kong.
CHAPTER 1: INTRODUCTION
Problem statement
Due to COVID-19, employees are not able to come to workplace. Firm had
requirement to get staff members work from home. Employees required to able to be
communicate and collaborate online without sacrificing the security. To get over from this
issue, company started the remote working in which large amount of the staff members are
working remotely around world. The distributed workers from different locations do not get
opportunity to be interact live with other team members. Working long hours without breaks
seemed to fairly normal for remote team. It can happened as result of trying to be work across
many time zones in order to assure the close collaboration. Remote working helps the
marketing management to enhance productivity of an organisation. It makes the staff
members more engaged. The remote work is mainly related with the more engagement causes
the cognitive dissonance (Andaleeb and Hasan, 2016).
Practical rationale
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 recently, 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 2013. Throughout the years, especially the COVID and Hong Kong Protests
happened, 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. 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.
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 being of remote
working, the company must strategically work towards reducing operational costs whilst
maintaining employees' work efficiency (Bush, 2016).
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.
Topic context
A remote workforce can be explained as employees who recruited by organization. In
business environment many factors arise that should be analysis 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. The aim of business industry is to develop the organizational
performance and productivity by allowing professionals to work outside of traditional office
environment. This is based on the concept of work need not to be done in specific place to be
executed successfully. In other words, it is the practices of leading and managing remote
employees effectively. To develop the business some staff works 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 specifically designed for
leading productive remote workforce. In business environment individuals are considered as
main assets of any modern business where digital marketing activities and functions are used
to increase the business performance and brand image. The remote work enhances
productivity of an organisation. Working at office enforces the discipline and also make the
people more productive than they are when anyone is not looking. Staff members and
business firms both agree that major detractors from the sufficient work are related with
working in office. On the other hand, having staff members in office is expensive. Through
having the remote employees, company can able to save the costs and saving add up. Idea
about the remote working is related with the engagement that causes the cognitive
dissonance. Staff members that remotely work feel that firm cares wellbeing. They need to
manage won time and also productivity. In context to this, they feel less such as
interchangeable cogs in machines. Interactions with the colleagues are limited to problems
which matter instead of spending inordinate amount of the time in the socialising. They feel
closer to firm and mission than when they perform the tasks in office.

GASOL Limited has been taken that is Hong Kong based design & marketing agency,
founded in 2010. The team of such industry involves professionals with rich experience and
creativity that can help to develop the business performance. This provides better quality of
services which influences number of customers and increase the productivity effectively. As
whole world is facing the problem of Pandemic (Covid-19) all businesses has been affected
negatively. Most of the businesses working remotely by using digital technology for the
purpose of running their business in unstoppable manner and getting the opportunities (Cheng
and et. al., 2016).
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 tends to do better
work outside office. They are inspired through surroundings and can be filter out the
distractions of environment as they seen to be fit. Opportunity to be work remotely brings
new perspective to position of remote worker. In regards to this, they see this as motivation or
reward for excellent of work and continue to be surpass objectives. This dissertation is
mainly conducted in personal and professional context. This research is mainly related to the
impact and implications of the remote workforce on marketing management in Hong Kong.
The remote workforce is mode of the work that permits staff members of company to
perform all necessary job responsibilities from the outside traditional office space. In the
personal context, the understanding of researcher about the core subject area will be enhanced
so that it can able to perform the tasks. On the other hand, in professional context, research
skills as well analytical skills of an investigator enhanced (Cheng and Zhang, 2018) .
Through this, researcher can able to perform the tasks and activities related to an
investigation in significant manner. An investigator can able to perform any kind of similar
investigation in the future and getting the positive research outcomes.
Research aim
A study of the impact and implications of the remote workforce on marketing
management in Hong Kong. A study on GASOL Limited.
Research objectives
 To critically determine the background of the change of the remote workforce in
Hong Kong.
 To examine the impact on the marketing strategies being changed in HK due to the
remote workforce.

 To evaluate the implications of a remote workforce on marketing management in
Hong Kong.
Summary of remainder of the project
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, companies face the issues regarding the work as offices are shutdown. Through
the remote working, employees can able to perform all job responsibilities from outside the
workplace. Through telecomm uniting from the home offices, staff members make up remote
workforce for that company. Remote workers should be productive and attain daily work
outside office space of company. to assure the employee engagement, GASOL Limited
company provides 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 endpoint management, content
collaboration and virtual applications. In context to this, marketing mainly consists more
activities which can be done on independent basis. It makes the remote staff members suited
better for marketing management. the daily basis activities such as social media updates,
building and email outreach can effectively have done through staff members those working
remotely. On the other hand, remote working helps in improve the employee engagement and
enhance productivity. The remote workers are mainly demonstrating the high employee
engagement through ongoing beyond and above on work as comparison to staff members
working in the traditional office space. It may be due to remote staff members do not need to
expand on daily commute and better control over work environment inside home office.

CHAPTER 2: RESEARCH RATIONALE AND QUESTIONS
Research Rationale
Present investigation is concerned with impact and implications of the remote
workforce on marketing management in Hong Kong. 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 wanted to gain a wider set of perspectives linked with the subject
manner. This is the current issue in the present time because of the COVID-19 pandemic. The
researcher of the study will use themes in order to effectively explore the related subject
matter. The present investigation is conducted in the personal and professional context. In the
personal context, understanding about the remote workforce in Hong Kong of an
investigation can be enhanced effectively (Dean and et. al., 2021). It helps in enhance 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 enhance the research and analytical skills of an investigator effectively. Improving
the skills helps in develops the positive impact on an investigator as it assists in conducting
the similar kind of investigation in future. It will help in completing the investigation
effectively and getting positive research outcomes.
Research Questions
The research question is question that research project sets out to be answer. Selecting the
research question is necessary component of qualitative and quantitative research. The
research questions are particular inquiry that seeks to give response to. This resides at core of
the systematic research and assist to clearly explain path for research process. It addresses
problem or issue that analysis and also interpretation of data answered conclusion of study.
The research question is based on the research objectives. The research questions addresses
issues by analysis as well as interpretation of the data. These are in the written form that
outlines the different aspects of study consisting the variable 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 topic into particular subject area. These are mainly
reveal the boundaries of study (Geng and et. al., 2017).
 What is the background of the change of the remote workforce in Hong Kong? -
COVID
- political issue (HK protest)

- Cost control due to the unstable economic environment
 What are the marketing strategies being changed in HK due to the remote workforce?
- from offline to online
- automation
 What is the effect of a remote workforce on marketing management in HK?

CHAPTER 3: PRELIMINARY LITERATURE REVIEW
Literature review is comprehensive study that address the particular topic. It determines,
examine and also evaluate relevant literature within specific area of the research sturdy. This
illuminates how the knowledge has been evolved within an area. The literature review is
critical analysis of segment of published knowledge body by classification, summary and also
comparison of the prior research related studies. The preliminary review before study is to
evaluate current literature and also justify the study. It is related to collection of the published
materials or information on impact and implications of the remote workforce on marketing
management in Hong Kong. It does not require to inclusive of each book and article which
has been written on topic because they will be wider. It should consist key sources concerned
with the main debates and gaps in research area. Literature review establish the credibility to
conduct study in an investigation. this mainly indicated the knowledge of subject and fits into
larger realms of discipline. Main purpose of conducting the literature review is to evaluate
critically current literature and also justify the need to conducting an investigation. it can be
categorized as theoretical and experimental. The experimental literature review is related to
surveying all information that available on specific topic and analyse critically gaps which
require too be worked on (Gross, Buchanan and Sané, 2019). On the other hand, theoretical
literature review is concerned with reading existing literature. In this present investigation,
literature review is related to the impact and implications of the remote workforce on
marketing management in Hong Kong. In the literature review, research objectives have been
attained by consisting different secondary sources for an instance articles, internet sources,
scholars, journals and others. In the literature review going to determine about the
background of the change of the remote workforce in Hong Kong. Other than this, through
using the secondary method of data collection, there will be discussing about the impact on
the marketing strategies being changed in HK due to the remote workforce in detailed
manner. The literature review should be analysis and synthesis of relevant and accurate
published work that linked at time to own rational and purposes. It is necessary that an
investigator consists the clear and short introduction that provides outline of review
consisting major topics covered and order of arguments with brief rationale for it. Other than
this, literature review should critical summary of chosen literature that mainly guides readers
by theme of an investigation.

To critically determine the background of the change of the remote workforce in Hong Kong.
As per opinion of Brie Weiler Reynolds (2021), Remote working means the working
far from where manager is located. In remote working situation, an employee does not travel
or commuter to office or does not travel to the central workplace. It is working style that
permit the professionals to be work outside of traditional office environment. This is related
to concept that work does not require to be done in particular place to successfully executed.
When the COVID-19 forces the firms in Hong Kong in all over the world to send staff
members home to be work virtually, remote work has big moment. The remote working has
all type of the advantages consisting the motivational level of staff, enhanced productivity
and retention of staff members within an organisation. The remote working does not apply to
those employees which work from home. The main benefit of remote working is that staff
members spend couple of the days in office and rest of home that assure everyone stays in
touch. Many of the remote jobs come with the flexible schedules that means employees can
begin and end the day as they select. This control over work schedule can be invaluable when
this comes to attending requirements of personal life. In regards to this, working from homes
is better and it also remove the sources related to daily stress, for the employees fortune
enough to have the jobs which can be completed at home (Hazarika and Zhang, 2019). The
COVID-19 develops massive shift to the remote work, this is enhancing source of the stress
and has implications for staff members as well as productivity of an organisation. Although
Coronavirus has led to the social, economic and also health devastation, this has developed
unprecedented opportunity to run biggest workplace experiment. The experience is yielding
the fascinating which have the necessary implications for way they should organise the work.
Hong Kong continues to be grapple with COVID-19 and several people have already got
used to the social distancing and also meeting online through now. People should be more
confident with all preventive measures which government have put in the place. The
advantages of remote workforce are to attracting the millennial talents an also increase
employee satisfaction. The workplace flexibility is most attractive offerings managers can
give to the job seekers. This assists to expand talent pool of company through tapping most
sought after the demographics such as millennials. Being biggest pie in labour population,
this talent group holds the more expectations on perks given through firm, prompting from
the rewards to the fringe advantages and flexible working hours within an organisation. In
context to this, Hong Kong was first wave of the cities which shifting to the working from
home to be curb COVID-19 spread. The staff members were throws in deep end, left the
struggling with the technology. Coronavirus has been catalyst to prove that the working from

home is better option, outbreak shows that the changes can be made traditional working
model.
Remote working is the next normal
Molino and et.al., (2020) sought to determine the fact that, Remote working
is referred to as a mode of work which allows employees of the company to
perform all the essential job with the utmost degree of responsibility from outside
traditional office space. In some of the offices, working from home has been
growing option rapidly. The pre- pandemic is acceleration in the work from home
trends that occurred in the high skilled and talented while collar occupations. The
rates between administrative and office employees were minimum. Pandemic
situation has been the administrative remote work that climbing. Fastest
development in the remote work has been in the computer related occupation with
financial, management and business occupations experiencing the rapid
development in the teleworking. The remote work is not option for manual service
and blue collar jobs (Ho and Law, 2020). On the other hand, remote work
enhances talent pool as well as minimum labour costs through hiring from
minimum expensive markets. The new willingness to hire the remote employees
could foretell shifting trends of office and professional jobs to minimum expensive
geographic and also offshoring jobs wave. Remote working is usually done by
telecommunicating from home offices. The remote workforce is considered to be a
flexible workforce. The employees can work from home and are considered to be
significant in maintaining professional as well as work-life balance. COVID-19
pandemic is one of the key prominent factors which leads to a remote workforce
within Hong Kong. COVID-19 pandemic has led to a change in the work pattern.
Political issues such as the protest in Hong Kong is one of the key prominent
factors which leads to change in the remote workforce. Remote working will be
considered to be the new normal even after the COVID-19 pandemic is over. On
the other hand, remote workers are mainly faced with the mental health challenges
and potential wellbeing because of the extensive changes to the working practices
and new exclusion areas. The exclusive areas are related to living circumstances,
access to the digital connectivity and extra care responsibilities. In regards to this,
business leaders are mainly prioritizing mental health of staff members. It is
assuring that well- being of employees was among main measures that tis being
undertaken through the leaders which are looking to shift to the remote work in an
effective manner. It has been examined that around more than third (34%) of the

leaders stated that they are taking the steps to develop community sense between
staff members online. They were looking to tackle well- being challenges which
posed through shift to the remote working.
To examine the impact on the marketing strategies being changed in HK due to the remote
workforce
According to viewpoint of ADAM BARONE (2021), marketing strategy is forward
looking and long term approach of business firm with an aim of attaining the sustainable
competitive benefit through understanding requirements of customers. In context to remote
work in COVID-19, different teams have been brainstorming the brainstorming the digital
marketing strategies which are available to assist the business at the time of maintaining
social distancing. Video chat and instant messaging are primary method of the
communication that is used through the remote workers. It is necessary to transform direct
mail campaigns into the marketing pieces (Kwok and Ku, 2016). In regards to this, there is a
need to markets to consider all changes when planning timing about marketing campaigns for
an instance email with messaging itself. Many of the people are enjoying advantages of work
from home as they may be missing the social interactions in office environment. With
minimum opportunities for the social engagements, it is possible to look the void with several
digital options. In relation to this, digital communication with the co- workers on email, Slack
or Zoom are the two different communication tools which helps to replace these social
aspects for the remote workers. It is one of the better opportunity for firm to assists in
providing the high engagement level with audiences through coming up with the innovative
way to leverage the social interaction with marketing programs. This is developing
interactive contests, the virtual networking or some of the other interactive and
conversational communications with audience. For several advertisers, it gives an opportunity
to shift business online. The focus of communications and marketing focused on consumers
will follow the suit. The email marketing played necessary role in development of digital
marketplace and continue to be thrive the retention initiatives and consumer acquisitions for
organisations. This is better time to reassess email marketing programs and assure that they
are dialled in to engage with audiences and also driven the performance level. Several people
those working from home will accelerate adaption to online world. Now it is up to the
marketers to evolve continue and meet changing requirements of customers as work continue
to be overlap. Other than these, impact on the marketing strategies being changed in HK due
to the remote workforce given below:

From offline to online- Cowling and et.al., (2020) sought to determine the fact that,
one of the key significant impacts associated with remote working with the organization is
that the traditional marketing strategy has moved from offline source to online source. Most
of the work of business operations is mainly done online. This intern eventually improves
business performance and leads to a high degree of operational efficiency. Li and et.al.,
(2016) stated that Online platforms are useful in better connectivity with the employers,
ploys, and customers of the company. This eventually leads to better working conditions and
higher sustainable growth for the company in Hong Kong.
Reduce in cost in operation- Reduce in demand for office and shop rental in Hong
Kong leads to a decrease in the rental rate. Cost control within the company because of the
unstable economic environment as one of the key prominent factors which led to the change
in the remote workforce within Hong Kong. Huang and et.al., (2018) argued that the key
benefits associated with remote working are mainly associated with the lower expenses of the
business and greater access to the applicants (Lam and MacGregor, 2018).
Productivity- This also leads to a higher degree of increased productivity of the
business and better preparedness for the disaster. Remote working is one of the key
prominent measures which is useful in improving the satisfaction level of the employees and
leads to a greater retention rate. It is also significant in reducing carbon footprint and remote
work benefits of the employers and employees within the organization.
As contrary to this, Owen Hughes (2021) stated that it is necessary that organisations
prepare to be make the remote working permanent, change culture will play an essential role
in developing the successful and new working environment. Moving to the remote working
needs rethinking completely of how the business operate and engage in the daily basis
activities. Taking each step can make transition to the cloud based working more successful
for each one. In context to this, trust is one of the secret ingredient to productive workforce as
there are many strategies to make the remote work success. It is mainly consisting learning
how and when to be communicate with the teams while assuring each one has headspace to
work on priorities. Once the staff members feel that they are trusted to manage own time and
have effective tools to reach business objectives, the business leaders have cleared path to the
optimal output. These results will lead to enhance in the trust from employer. On the other
hand, it has been examined that remote working is related to giving staff members flexibility
around how and where they are working (Zhang and Wu, 2017). It is helpfully to restore
much requires equilibrium to work life balance of staff members. There is a need to employer
to have flexibility about structure working to help the accommodate various lifestyle patterns.

Flexible scheduling is one of the most necessary factors manager should be consider that
consists flexible daily start and the end times. The flexible scheduling can take several forms
and one of main ingredient that allow the teams and remote workers to be thrive both are
work and personal lives. In context to this, employers who plan to provide the remote work in
the any form should include which kind of the flexible schedules might be work well and it
can differ based on role and team. On the other hand, isolation of the remote work can be
challenge on personal wellness and health. There is no ignoring that this is better to interact
with the colleges and have the routes in lives. Managers and staff members can step to foster
wellness and routine both. It is necessary that staff member should try to keep the personal
routine that mainly works for them. In context to this, managers and staff members can aid
through setting the continuous communication, asking the staff members to share how they
are making work from home and also being understanding around the schedule changes (Lam
and Fu, 2019).
To evaluate the implications of a remote workforce on marketing management in Hong
Kong.
As per the viewpoint of Rebecca Sentance (2021) remote working is mode of the work
that permit staff members of company to perform job responsibilities from outside the
traditional office. The developments continue to be unfold in ongoing COVID-19 pandemic,
realisation is beginning to set in what many be in this for long haul. Several organisations in
Hong Kong unaccustomed to distributed or remote working that have led to be reinvest
processes and also adopting the communications tools, check in online and scheduling
meetings. The remote workforce us common amid COVID-19 pandemic and expected to
remain. The telework needs more communication as well as trust from employees and
employers. If remote work environment is health, staff members thrive then this helps in
enhance productivity and each on in company will be happier. Managing the remote staff
members needs finesse from managers as firms in Hong Kong face the unique issues when
staff members are not able to together in physical office. Enforced lockdown has been proven
to several businesses that staff members can be productive when working from the home. On
the other hand, providing the remote working permits firm to hire better talent in different
ways such as through making an organization appealing to those which want the flexibility
and through widening candidate pool as this is not limited to single location. For the business
firms which wants to expand internationally, having work from home policies. Potential for
the remote work is based on mix of the activities which are undertaken in each occupation

and on spatial and physical context. Managers have found at the time of pandemic that some
of the activities can be remotely in crisis as they are more effectively. These activities are
mainly consisting counselling, coaching and also providing the feedback. To identify
potential for the remote work for sector and jobs, it is necessary to spent time on the various
activities at workplace. Other than this, remote working is attractive employment option for
the digital marketing experts as this means that they are enable to spend time in home
country. From the remote working, there are several changes arise in market place. On the
other hand, there are some challenges occur in remote working. The main issues are arising
due to the various time zones is staggered (Lau, 2017). It can be resolved through
determining the timescales, deadlines and where the various team members require to
consists before begin of project so that each person can work together at workplace. In
regards to this, flexibility and communication go longer way in order to preventing the
complexities from arising. The other challenge related to remote working is lack of the
workplace culture that cab assist the staff members to feel that they are the part of team and
will require to be work out the different ways to keep culture of company going to be strong
while working at remotely. There are some the implications of a remote workforce on
marketing management in Hong Kong mention below:
Remote working is the next normal
Wang and et.al., (2018) sought to determine the fact that Remote working
is considered to be new normal in the middle of the future because it is useful and
is more relevant for the employees because it leads to higher motivation and
satisfaction among the employees of the company. Remote working tends to have
a significant degree of effect on marketing management in Hong Kong.
Employees of the company are considered to be one of the keys as it relates to
modern business. And it is considered to be true for digital marketing (Yang and
Yuan, 2020).
Expand internationally
Wang and et.al., (2018) argued that the key significant implication
associated with remote working is that the business can expand internationally
through online platforms. This leads to higher operational growth, performance,
and profitability for the company. This trend is significantly enabled with the help
of a digital marketing platform (Li and et. al., 2018).
Business and talent shift

Remote working is useful in better marketing management and results in the success
of the company by attracting top-notch Employees and specialists within a specific field.
Pereira and et. al., (2015) examined the fact that It provides various marketing channels to
clients who are in different industries of B to B and B to C, e.g. event management, printing
items, POSM, video production. The local management consists of people employed locally
to run this company. Initially, there were few investments in assets, technologies, and
manpower was kept to a minimum. It is considered to be significant to get access to the best
possible resources and talent which improves the productivity of the business and helps in
saving money for the company. This eventually leads to a high degree of profitability and
improves business sufficiency by attaining a high degree of satisfaction. It is also significant
in improving the quality of the work and leads to higher flexibility for the business.
Technologies enabling this trend (digital marketing)
The technologies have effectively enabled the trend related to a digital marketing
(Framework for international marketing, 2019). This is one of the key prominent impact
linked with remote working in Hong Kong. Most of the work within Hong Kong has led to
the automation of the work because they have an option to opt for a new set of technologies
(Li and Wang, 2017).
Government Funding
Another key prominent implication associated with remote working is to encourage
the government funding to support local enterprises/organizations in using technological
services and solutions to improve productivity or upgrade or transform their business
processes (Xia and et. al., 2020). D-Biz Funding@ Hong Kong (for remote online solution).
Summary of Chapter
From the above mentioned information in literature review, it has been summarised
that COVID-19 develops the negative impact on job role of people. The literature review
discussed all the published information in specific subject area. The literature review consists
the arguments of different authors. The main purpose of conducting literature review part is
to attain the research objectives. In conducting the literature review, information has been
collected by using the secondary method of data collection. There have been secondary
sources considered for an instance internet sources, scholars, articles and others. In the
literature review, discussed about the background of the change of the remote workforce in
Hong Kong. It has been discussed that remote working has all type of the advantages

consisting enhancing employee motivation, increasing organisational productivity and sustain
the staff members for long period of the time (Ng and et. al., 2021). The remote working does
not apply to the staff members about work from home. It has been concluded that remote
working is time saving. Having the remote job means staff members manage own schedules.
Some of the people work better in mornings than afternoons. Working remotely saves the
traveling time and being in the meetings as the modern technology teams that teams can
make the video call on intranet. The remote work is helpful in improve work life balance of
the employees. Ability to be work remotely gives better work balances of employees.
Working away from the office can make to feel control of life and provide time to plan home
tasks. It provides sense of the achievement and also make staff members more productive.
Empowering the employees to engage in the remote work is helpful in save the money of
staff members and an organisation both. For an organisation, savings are come in form of the
minimum money spent on the office assets (Wong and et. al., 2017). Main benefits company
can gain of remote workers is that firms can able to minimize its spending on buy and
maintenance of the technology. Remote workers can use own devices, manage the project by
using cloud based software and also connect face to face collaboration with the fellow staff
members. In the literature review, there has been studied regarding impact on the marketing
strategies being changed in HK due to the remote workforce for an instance from offline to
online, Reduce in cost in operation and Productivity. From the remote working, each and
every process of company convert offline to online. The remote working allowing the team to
work remotely and can develop positive impact on staff members. In regards to this,
technology plays necessary role in transition to remote workforce. the remote organisation in
Hong Kong require to know what kind of changes they can make to safely adapt. The
business owners should aware of emerging security related threats which come with remote
workforce and also need to install the internet security measures. It is necessary to leveraging
the existing tools and also provide new training for staff members is one of the ways to
prevent from attack. Coronavirus pandemic has been caused unprecedented work from home
movement, forcing several office employees to adopt the remote work and also make
collaboration. Other than this, Implications of a remote workforce on marketing management
in Hong Kong has been discussed in detailed manner for an instance Remote working is the
next normal, expand internationally, Business and talent shift, Technologies enabling this
trend (digital marketing) and Government Funding. These all the objectives attained in
literature review by consisting the secondary method of data collection.

CHAPTER 4: SOURCE OF DATA
Secondary data: Secondary data are the data that has already been gathered or
collected also such information is already used (Mackey and Gass, 2015). The
researcher of the study will use secondary sources to collect data. For the present
study, the researcher will use an internal source of secondary data like the sales
analysis report of Gasol limited. Also, secondary data from the external sources have
been gathered from a varied set of published sources such as magazines, books, past
studies, journals, and internet sources, etc.
Primary data: The information which in turn has been gathered through the
primary sources are new and are first-hand information that will be gathered and used
for the very first time. The researcher of the study will intend to disseminate survey
questionnaires to the focus group of customers, team leaders, and owners (Shen and
et. al., 2017).
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.
Research ethics: 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).
Data analysis: The researcher of the study will use the thematic method to
analyse the large set of data. This is considered to be one of the key prominent ways
to analyse the statistical set of data in a reliable manner. The researcher will interpret
each theme and also develop a specific set of graphs, tables, and charts for the related
subject matter (Wang and et. al., 2020).
Frequency Table
Q1) Do you have understanding about the remote working in context
to an organisation?
Frequency

a) Yes 22
b) No 8
Q2) According to you, what are the benefits of remote working to
marketing management in GASOL Limited?
Frequency
a) Remote work enhances productivity 11
b) Saves money 9
c) Engaged employees 10
Q3) As per your opinion, does remote working helps the company
higher productivity?
Frequency
a) Yes 25
b) No 5
Q4) What are the marketing strategies being changed in HK due to
the remote workforce?
Frequency
a) From offline to online 12
b) Reduce in cost in operation 8
c) Productivity 10
Q5) According to your perspective, what are the implications of a
remote workforce on marketing management in Hong Kong?
Frequency
a) Remote working is next normal 16
b) Expand internationally 4
c) Business and talent shift 5
d) Government Funding 5
Q6) What are the different marketing strategies developed can be
used after COVID-19 with long term benefits?
Frequency
a) Everything online 5
b) Invest in the Facebook ads 10
c) Run exclusive offers 5
d) Communication strategy an overhaul 10
Q7) On the basis of your opinion, how the remote working could help
the business thrive?
Frequency
a) Improving work life balance 8

b) Progress in employee’s careers 10
c) Enhance employee retention rate 12
Q8) What are the different issues faced by the GASOL Limited in
managing the remote work?
Frequency
a) Security 12
b) Network performance 8
c) Employees management 10
Q9) What are the different measures an organisation should be
adopted to make improvement in the remote working?
Frequency
a) Implementing endpoint security 10
b) Using software-defined wide area network (SD-WAN) 10
c) Remote workers are accessible 10
THEME 1: Understanding about the remote working
Q1) Do you have understanding about the remote working in context
to an organisation?
Frequency
a) Yes 22
b) No 8

Interpretation: From the above mention information, it has been interpreted that there are 25
respondents who are aware about the remote workforce within an organisation. according to
them, remote working is mode of the work that permits staff members of company to be perform
all necessary job related responsibilities from the outside traditional office space. with the help of
telecommunication from work from offices, out of the office staff members make up remote
workforce for that company. There are remaining 15 respondents which do not have the detailed
understanding about the remote workforce at workplace.
THEME 2: Benefits of remote working to marketing management in GASOL Limited
Q2) According to you, what are the benefits of remote working to
marketing management in GASOL Limited?
Frequency
a) Remote work enhances productivity 11
b) Saves money 9
c) Engaged employees 10
Interpretation: From the above mention graph, it has been interpreted that there are 11
respondents which said that the benefit of the remote working is to enhance the organisational
productivity. 9 respondents are agreeing with save money of an organisation. There are 10
remaining respondents which said that remote working is effective in engaging staff members at
workplace.
THEME 3: Remote working helps the company higher productivity
Q3) As per your opinion, does remote working helps the company Frequency

higher productivity?
a) Yes 25
b) No 5
Interpretation: On the basis of 25 respondents that remote working is helpful for company to
enhance productivity as employees work from home and work comfortably. There are 5
remaining respondents which are not agree with given statement.
THEME 4: There are different marketing strategies being changed in HK due to the
remote workforce
Q4) What are the marketing strategies being changed in HK due to
the remote workforce?
Frequency
a) From offline to online 12
b) Reduce in cost in operation 8
c) Productivity 10

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

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

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

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

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

Interpretation: On the basis of 10 respondents that implementing the endpoint security is one of
the main measures that an organisation should be adopted to make improvement in the remote
working. 10 respondents are agreeing with Using software-defined wide area network. There are
remaining 10 participants which said that the remote workers should be more accessible so that
they can able to perform in better manner.

CHAPTER 5: PROPOSED RESEARCH METHODOLOGY
Research methodology is defined as path by which an investigator requires to conduct an
investigation. This shows path by which investigators develop their issues and also present
outcomes from data obtained at the time of study. There has been research onion considered as it
was developed through Saunders et. al. (2007). It explains staged by which an investigator must
pass when developing effective methodology. The research onion is mainly an extension of
research method tree (Ørngreen and Levinsen, 2017). While using the research onion has go to
from outer later to inner layers. When viewed from outside, each of the research onion layer
explained stages of research process in detailed manner. Different layers included in research
onion mention below:
Research philosophy
Research philosophy is explained as set of the beliefs related to nature of reality that is
being investigated. It can differ on research objectives and way might be used to attain those
objectives. These are not different but research philosophy choice is explained through
knowledge type that is being investigated in research project. Positivism and interpretivism are
two different types of research philosophies. The positivism research philosophy comes up with
the research questions which can be analysed and evaluated. Common knowledge about the
specific subject area can be analysed as well as measured by using positivism research
philosophy. Interpretivism research philosophy emphasize on qualitative analysis to obtain the
positive research outcomes. it plays necessary role in making sense and also interpreting
gathered data and information (Nayak and Singh, 2021).
Justification: In conducting the present investigation, there has been interpretivism
research philosophy used. The main reason behind using this research philosophy is that it helps
in interpret how individuals see their and other people action. This assist to understand culture
people and their participation in conducting an investigation. It provides the conceptual
description related to the remote working in detailed manner (Ulmer, 2017).
Research Approach
It is next layer in research onion as previous layers has impact on some this is necessary to know
about research aim and limitations. The two different research approaches are inductive and
deductive (Kumar, R., 2018). The inductive research approach develops hypothesis upon pre-

existing theory and formulate research approach 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 to
developing hypothesis. This can be included to suit in positivism research philosophy that
permits about formulation of the hypothesis. It is related to the quantitative research approach
because it provides the detailed understanding about the specific subject area. On the other hand,
inductive research approach is mainly characterised as move from particular to general. In
conducting the present investigation, there has been inductive research approach used.
Justification: The main reason behind using inductive research approach is that it is
helpful in provide the proper description about specific subject area. Inductive research approach
will give observations which are required in forming views for address positive research
outcomes. Other than this, inductive research approach provides the opinions and viewpoint of
the different authors regarding specific subject area (Mohajan, 2018).
Methodological choice
Research choice is next layer of research onion. This is one of the key prominent ways to
examine the way data will be gathered to improve the investigation linked with the subject
matter. Researcher needs to assure about choosing the single methods or both quantitative and
qualitative. The research choices are of different types for an instance mono method, mixed
method and multi method. The mono method is kind of method that takes place when an
investigator goes regarding collection of the quantitative or qualitative data on the basis of
decision made. In mixed method, an investigator gathers qualitative and quantitative data with
intention to use research study. This is popular framework that mainly attempts to complement
the quantitative data with the qualitative to overcome limitations of each method. The multi
method means both quantitative and qualitative techniques of data collection are used
(Taherdoost, H., 2016).
Justification: In this present investigation, mono method has been used. The researcher of
the study will use qualitative research methods to gain descriptive knowledge regarding the
subject matter. The main reason behind using the qualitative research method is that it uncovers
the trends in opinions and thoughts in to issue. It provides the unique depth of the subject
understanding which is complex to gain the information (Opoku, Ahmed and Akotia, 2016).

Research Design
This is considered to be one of the key prominent measures to improve the overall strategy
where they focus on effectively integrating the varied setoff components in a logical and
coherent way. It is useful in addressing the specific set of research problems and also constitutes
a specific set of blueprint to measure and analyse data (Kumar, 2018). The researcher of the
study will use an inductive research design because it will be useful in proposing theories at the
end and is useful in reaching a specific set of conclusions.
Correlation methods: This is the key significant method where the researcher can
effectively measure two sets of variables. It is significant in effectively assessing and
understanding the statistical set of relationships between the key variables (Attia and Edge,
2017).
Casual – comparative research: This is one of the key methodologies where the researcher
must focus on effectively determining the key consequences and cause of the differences which
tend to exist among and between the group of individual person (Ahmed, Opoku and Aziz,
2016).
Questionnaire: 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 way of explaining the specific subject area and also useful for conduct
research about the complex areas.
Research strategy
This layer of the research onion is related with how an investigator plans to gather the data
and information. It is mainly consisting survey, case study, action research, experiment and
grounded theory. The survey design results from deductive approach and capable of gathering
the more data fort statistical analysis. The experiment is rigid in nature and test the causal impact
of phenomenon on group (Fletcher, 2017). Data gathered by using this method could be analysed
statically. The case study is kind of the research strategy that gives unique example of the cases
in the real situations. Number of the case studies is restricted for developing clear conclusion
from data. The grounded theory strategy takes an approach of gathering the data to develop
theory rather than refine one. An investigator using this strategy starts with research question. In
regards to this, data gathered by the observation is mainly reviewed through an investigator.

Justification: In conducting the present investigation, there has been survey research
strategy used. The main reason behind using this research strategy is that it collects the authentic
information from large number of respondents (Daniel, 2018). Survey research method is
mainly used for gathering the data from predefined respondent’s groups in order to gain the
information in to interest area. it aids to gauge representatives of viewpoints of an individual.
This research strategy provides the complex number on opinion of people that can used to make
necessary decisions.
Data collection
It is defined as process of collecting as well as analysing the information on targeted
variables in established way. It helps in give the answer of relevant questions and examine the
outcomes. This is related to collecting the qualitative and quantitative information on particular
variables with an aim of analysing the outcomes. The primary and secondary are two different
types of data collection methods (Ngozwana, 2018). In the primary method, new and fresh
information has been collected. This is process of gathering original data gathered through an
investigator for particular purpose of an investigation. The different sources to collect primary
information are questionnaire, interviews, observation, focus groups and others. On the other
hand, 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 various sources for an instance articles, internet sources, scholars and others.
Justification: In conducting the present investigation, primary method of data collection
has been used. The main reason behind using primary method of data collection is that it
provides the new and relevant information related to the remote workforce. Benefit of using the
primary method is that it is time consuming and less costly. It is reliable in nature because it
collected directly from original sources. By using this method, questionnaire has been developed
as it is set of the questions to gather information from chosen respondents. The benefit of using
questionnaire method is that it is one of the quick way to get the results (Devi, 2017).
Data analysis
It is defined as process of applying the logical and systematically 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 which can be used for making the informed decisions. It is
extract the useful information from data and also taking decisions on the basis of data analysis.

In conducting the present information, there has been thematic analysis method used. In this
analysis method, graphs, tables and themes are developed on the basis of questionnaire
(Humphries, 2017).
Sampling
Sampling is defined as group of the people which are taken from large number of
population for measurement. It should be the representation of population to assure that
researcher can generalise findings from research sample to whole population. The importance of
using sampling is that it saves money through allowing an investigator to collect similar answer
from sample which they would be receive from population. Probabilistic and non- probabilistic
are two different kinds of the sampling. The probability sampling is explained as sampling
technique under which an investigator selects the sample from large population. In the non-
probability sampling, sample is chosen on the basis of non- random criteria and not each member
of population has chance of being consist (Daniel, Kumar and Omar, 2018).
Justification: In conducting the present investigation, there has been 30 respondents
chosen by using the random sampling method. The main reason behind using this method is that
it provides the equal chance to the chosen respondents. Random sampling method is used
through an investigator statistically in order to measure subset of people chosen from the large
population (King and Mackey, 2016).
Time horizon
This layer of the research consists cross- sectional and longitudinal time horizon. The
cross- sectional time horizon consists collection of the data at particular time period. It can able
to compare various population groups at single time. Participants involved in study are chosen on
the basis of specific variables interest (Ragab and Arisha, 2018).
Summary of chapter
In conducting the research methodology, there has been research onion considered by using
the different layers. It consists interpretivism research philosophy, inductive research approach,
qualitative research method, primary method of data collection, random sampling method and
survey research strategy. These all the layers included in research onion helps in providing the
better way to collect data and also analyse it effectively (Pruzan, 2016).

CHAPTER 6: FINDINGS
The findings of this research presented on the qualitative and quantitative basis. In the
quantitative basis, there is findings related to the primary method. On the other hand, in
qualitative method, findings are related to the secondary method by developing themes.
Quantitative method
In conducting the primary investigation, there has been analysed that majority of
respondents have understanding regarding the remote working in relation to the organisation.
There has been discussed about the advantages related to the remote working to marketing
management for an instance remote working helps in save money, it enhances productivity and
engage staff members. Majority of the people said that remote work is helpful in increasing
organisational productivity. The findings stated from questionnaire is that there are large number
of people are agreeing with that remote working is helpful in enhance productivity of an
organisation. Majority of the people stated that changing from offline to online is of the effective
marketing strategy that changed in the Hong Kong because of remote workforce. On the basis of
majority of people that remote working is the next normal implication of remote work force on
the marketing management. It has been analysed that remote working could thrive the business
by increasing employee retention rate of staff members at workplace.
Qualitative method
THEME 1: Determine the background of the change of the remote workforce in Hong
Kong.
From the literature review, it has been analysed that remote workforce is work mode that
permits the staff members of company to perform necessary job related responsibility from
outside business. through telecommuting from the home, out of the office staff members made
up remote workforce of that company. in the competitive economy, working smartly means
leveraging manifold advantages of remote workforce. It has been analysed that remote workforce
helps in enhancing organisational productivity as it incorporating the remote workers at
workplace routine. Firms in Hong Kong searching that remote teams not online get the work
done but they go to additional mile in order to exchange for privilege of the working. other than
this, it has been evaluated that remote workforce management is practice of leading as well as
managing the remote staff members. It comprises 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 workplace, need of the remote
workforce can slash the overhead costs, enhance productivity and enhance efficiency of staff
members. This can develop the happiness and also efficient staff members. It ca help in translate
into the better experience of customers and enhanced profit level.
THEME 2: Impact on the marketing strategies being changed in HK due to the remote
workforce.
From the above mention information in literature review, it has been analysed that there
are different marketing strategies which changed in Hong Kong because of the remote
workforce. The remote workforce has time and less distractions that leads to the enhanced
productivity. It allows the staff members and organisations to focus on improving performance
level. There has been evaluated that different marketing strategies which changes due to remote
workforce for an instance from offline to online, minimize operation cost and reduced
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 online basis. It is
effective in save the 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 enhance performance as well as productivity level. It is the main
measure that is more useful in order to improving satisfaction level of staff members and this
lead to the high retention rate of staff members. On the other hand, remote workforce is effective
in minimize operation cost. In the Hong Kong, there is minimum demand for the shop and office
rental that leads to reduce in rental rate. Cost control at workplace is only because of the unstable
economic environment. It is main key factor that lead to change in remote workforce in Hong
Kong. Advantage of remote working is related with minimum expenses of business and also
more applicants.
THEME 3: Implications of a remote workforce on marketing management in Hong Kong.
It has been evaluated from literature review that remote workforce is mainly impact on
the marketing management in Hong Kong. The different implications consist remote working is
next normal, business and talent shift, expand business internationally, government funding and
enabling the technologies trend. In context to remote working is next normal, it is considered to
normal in middle of 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 the significant degree
about impact on the marketing management. On the other hand, it has been stated that remote
working is more useful in the marketing management through attracting the top- notch staff
members to make business successful. This gives the different marketing related channels to
customers for an instance B to C. This is regarded to be more significant to access possible
resources and also talent that improve business productivity. It leads to the high profitability
degree and make improvement in sufficient through achieving high satisfaction degree.
Technology have been enabled trends concerned to digital marketing. It develops the prominent
impact that is related with the remote working in Hong Kong. In this country, work has lead
automation of work due to have option to adopt the new and advanced technologies.

CHAPTER 7: CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above mention research, it can be concluded that remote working is mode of the
work that allow staff members of company to perform necessary job responsibilities from
outside the traditional office. In COVID-19 pandemic, employee do work from home as
according to them it is more effective and they are more focus towards their work. To survive
and extend beyond their business, from the conducted study it has been summarized that remote
working will be considered to be the new normal even after the COVID-19 pandemic. Online
platforms are useful in better connectivity with the employers, ploys, and customers of the
company. Employees of the company are considered to be one of the keys as it related to modern
business. A primary and secondary source of data collection has been used by the researcher to
explore the subject topic. The aim of this investigation is study of the impact and implications of
the remote workforce on marketing management in Hong Kong. In this investigation, literature
review is mainly conducting for attaining the set objectives. For this, different secondary sources
consist for an instance books, articles, internet sources, scholars and others. In the literature
review studied about the change of remote workforce in Hong Kong. There has been discussion
about impact of remote workforce on changing of marketing strategies in Hong Kong for an
instance offline to online, minimize operation cost and enhance company productivity. There has
been discussion about implications of remote workforce on the marketing management such as
remote working is next normal, shift talent and expand the business internationally. Other than
this, government provide the funding to support the local firms in order to using the
technological services to make improvement in organisational productivity. Other than, in doing
the research methodology, there has been different layers of research onion considered. In
conducting the present investigation, interpretivism research philosophy has been considered.
The reason behind selecting this research philosophy is that it is based on principle which mainly
stated that an investigator performs specific role in order to observing regarding specific subject
area. There has been inductive research approach used because it starts with observation set and
move from general to specific content. Other than this, main reason to use inductive approach is
that it consists search for the pattern from observation and also development of the explanations.
The regularities and patterns in experience are mainly observed to reach a conclusion. This

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

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

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CHAPTER 9: APPENDIX
QUESTIONNAIRE
Name:
Age:
Gender:
Email address:
Q1) Do you have understanding about the remote working in context to an organisation?
a) Yes
b) No
Q2) According to you, what are the benefits of remote working to marketing management
in GASOL Limited?
a) Remote work enhances productivity
b) Saves money
c) Engaged employees
Q3) As per your opinion, does remote working helps the company higher productivity?
a) Yes
b) No
Q4) What are the marketing strategies being changed in HK due to the remote workforce?
a) From offline to online
b) Reduce in cost in operation
c) Productivity
Q5) According to your perspective, what are the implications of a remote workforce on
marketing management in Hong Kong?
a) Remote working is next normal
b) Expand internationally
c) Business and talent shift
d) Government Funding
Q6) What are the different marketing strategies developed can be used after COVID-19
with long term benefits?
a) Everything online
26

b) Invest in the Facebook ads
c) Run exclusive offers
d) Communication strategy an overhaul
Q7) On the basis of your opinion, how the remote working could help the business thrive?
a) Improving work life balance
b) Progress in employee’s careers
c) Enhance employee retention rate
Q8) What are the different issues faced by the GASOL Limited in managing the remote
work?
a) Security
b) Network performance
c) Employees management
Q9) What are the different measures an organisation should be adopted to make
improvement in the remote working?
a) Implementing endpoint security
b) Using software-defined wide area network (SD-WAN)
c) Remote workers are accessible
Q10) Recommend ways through which company can provide the remote work benefits to
employees within an organisation.
27