| Abstract | It was the sizeable gap between the actual market size and the potential market size for MBA programmes which led the Open Learning Institute (OLI) in Hong Kong to believe that this was a market niche which could be expanded. Sure enough, the OLI became the biggest market provider in the MBA degree programme market, exceeding financial targets by 100 per cent and seeing its market share grow from zero to 17 per cent in less than a year. The OLI wanted to shed its 'expensive' image, so a below-market-average pricing strategy was adopted. |
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