What makes KINTEX be a successful exhibition center? - IAEE

Table of Contents
I. Introduction........................................................................................................................1
II.
III.
IV.
Marketing as Strategy........................................................................................................3
1. Overview.................................................................................................................................................................. 3
2. Concept and Definition............................................................................................................................................ 4
Case Study: KINTEX.........................................................................................................9
1. History..................................................................................................................................................................... 9
2. KINTEX’s 3Vs...................................................................................................................................................... 11
(1) Valued Customer – Who to serve?.......................................................................................................... 11
(2) Value Proposition – What to offer?......................................................................................................... 14
(3) Value Network – How to deliver?........................................................................................................... 17
3. Strategic and Organizational Challenges............................................................................................................... 19
Conclusions.......................................................................................................................21
References.....................................................................................................................................22
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