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Betting on information technology at the Royal Hong Kong Jockey Club

Author: Jelassi, Tawfik ; Loebbecke, ClaudiaINSEAD Area: Technology and Operations ManagementPublisher: Fontainebleau : INSEAD, 1993.Language: EnglishDescription: 16 p.Type of document: INSEAD CaseAbstract: The case describes an IT innovation driven by the necessity to satisfy customer service requirements better. The core of this application is the Customer Input Terminal, a bilingual (Chinese/English) hand-held computer with integrated communications and fund transfer capabilities, which allows customers to send, from anywhere in the world, their bets for horse races in Hong Kong. The case demonstrates the use of IT to support a customer-oriented marketing strategy and how IT assets were leveraged to generate new products. At a geo-political level, it raises a major underlaying issue: the impact on the Blub's future and its IT centered business strategy of the 1997 return of Hong Kong to ChinaPedagogical Objectives: - Demonstrate the use of IT in solving a severe marketing problem - Illustrate how to leverage IT assets in process innovation - Discuss geopolitical issues associated with IT management
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- Demonstrate the use of IT in solving a severe marketing problem - Illustrate how to leverage IT assets in process innovation - Discuss geopolitical issues associated with IT management

The case describes an IT innovation driven by the necessity to satisfy customer service requirements better. The core of this application is the Customer Input Terminal, a bilingual (Chinese/English) hand-held computer with integrated communications and fund transfer capabilities, which allows customers to send, from anywhere in the world, their bets for horse races in Hong Kong. The case demonstrates the use of IT to support a customer-oriented marketing strategy and how IT assets were leveraged to generate new products. At a geo-political level, it raises a major underlaying issue: the impact on the Blub's future and its IT centered business strategy of the 1997 return of Hong Kong to China

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