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  • December 2020
  • Case
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Tencent: Combining Technology and Culture

By: Elie Ofek, Billy Chan and Dawn H. Lau
  • Format:Print
  • | Language:English
  • | Pages:30
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Abstract

Tencent, one of the largest Internet conglomerates in China, had a vision to become a "Tech+Culture" firm. With dominant market shares in online games and social networking, it had built a vast Internet-based entertainment ecosystem, and was now focused on cultural asset development. Specifically, the company had an opportunity to develop a media franchise that was rich in Chinese cultural elements and had the potential to turn into a blockbuster franchise comparable with Disney’s Marvel Cinematic Universe. Edward Cheng, the company’s vice president, had to decide how to launch the franchise—whether it should start with a game, movie, a streamed series, or something more innovative. He also had to consider how to promote Chinese culture and project the country’s image to a foreign audience.

Keywords

Media Franchise; Marketing; Market Entry and Exit; Product Launch; Strategy; Culture; China

Citation

Ofek, Elie, Billy Chan, and Dawn H. Lau. "Tencent: Combining Technology and Culture." Harvard Business School Case 521-066, December 2020.
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About The Author

Elie Ofek

Marketing
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Related Work

    • February 2021
    • Faculty Research

    Tencent: Combining Technology and Culture

    By: Elie Ofek
Related Work
  • Tencent: Combining Technology and Culture By: Elie Ofek
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