Asking AI to suggest an MBA research theme and dissertation proposal: HKTV mall vs 759 Store

Asking AI to suggest an MBA research theme and dissertation proposal: HKTV mall vs 759 Store (information from perplexity.ai)

My question 1: "Please come up with an MBA research theme, via the pragmatism lens, based on the following key words: the business model of HKTV mall vs the business model of 759 store in Hong Kong, competitive advantage, organizational renewal strategies."

The reply: "Pragmatism in MBA Research

Pragmatism emphasizes practical, actionable knowledge from real-world problems, using mixed methods to evaluate what works best in context. This lens fits MBA studies by prioritizing outcomes over rigid theory, ideal for analyzing business models and renewal in Hong Kong's competitive retail sector.

Proposed Research Theme

"Pragmatic Strategies for Sustaining Competitive Advantage: A Comparative Analysis of Organizational Renewal in HKTVmall and 759 Store Business Models." This theme examines how these firms' distinct models—HKTVmall's hybrid e-commerce (1P/3P sales, integrated logistics, and shoppertainment) versus 759 Store's physical discount retail (direct imports, low margins)—drive renewal amid market shifts like online competition and economic pressures.

Key Components

• Business Model Comparison: HKTVmall leverages vertical integration and content synergy for 9.2% e-commerce traffic share, while 759 Store uses "small profit, quick return" with 95% direct imports for differentiation in snacks and groceries.

• Competitive Advantages: HKTVmall excels in rapid delivery and personalization; 759 Store in low prices and geographic spread, both adapting to rivals like Taobao.

• Renewal Strategies: Focus on HKTVmall's HK$250M marketing push and 3-hour delivery upgrades; 759 Store's store optimizations and product expansions, tested for practical efficacy.

Pragmatic Research Approach

Apply pragmatism's principles: start with actionable problems (e.g., offline-to-online shifts), use mixed methods (interviews with executives, sales data analysis, consumer surveys), and assess renewal impacts via real-world metrics like GMV growth and customer retention. This yields context-specific insights for Hong Kong retailers, such as hybrid model scalability or cost-control tactics."

My question 2: "Using the proposed research theme, and based on pragmatism, please suggest a 4-month, part-time MBA dissertation proposal with the following information:

1. Dissertation report title 2. 3 research issues (including research gaps) and 3 Hong Kong public media reported issues 3. 4 research objectives and 3 research questions 4. 2 primary research methods and 1 secondary research method (notably on the Hong Kong external environment facing the the grocery and household product sector in Hong Kong) 5. 4 academic theories related to business model, competitive advantage and organizational renewal strategies (with a reference list in Harvard reference format) 

6. A brief justification of the dissertation proposal in terms of academic, practical and originality value."."

The reply: "MBA Dissertation Proposal

This 4-month part-time proposal aligns with pragmatism by focusing on practical retail challenges in Hong Kong, using mixed methods for actionable insights into HKTVmall and 759 Store.

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Report Title

Pragmatic Renewal for Retail Resilience: Comparative Business Models, Competitive Advantages, and Strategies in HKTVmall and 759 Store.

Research Issues and Media Reports

Research Issues (with Gaps)

• Limited empirical studies comparing e-commerce (HKTVmall) and physical discount (759 Store) models for sustaining advantages in high-density markets, gap in mixed-model adaptations.

• Insufficient pragmatist analyses of renewal strategies amid digital shifts, overlooking outcome-based evaluations.

• Under-explored integration of external pressures (e.g., supply chains) into renewal, lacking Hong Kong-specific renewal frameworks.
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Hong Kong Public Media Issues

• 759 Store's 2024 net loss of HK$29.8M led to frozen investments and lease reviews amid retail sales drop.
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• HKTVmall faces supply chain delays, staff shortages, and over-packaging complaints, limiting O2O scalability.
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• Grocery sector battles intense competition, outbound tourism, and 300+ shop closures in 1H 2025.
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Objectives and Questions

Objectives

• Compare HKTVmall and 759 Store business models pragmatically.

• Identify core competitive advantages via performance metrics.

• Evaluate renewal strategies' practical effectiveness.

• Recommend context-specific improvements for Hong Kong retail.

Questions

• How do business models differ in generating advantages?

• What renewal strategies enhance resilience?

• How do external environments shape these outcomes?
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Research Methods

Primary Methods

• Semi-structured interviews with 10-15 managers from both firms to capture pragmatic renewal experiences.

• Surveys of 100+ Hong Kong consumers on preferences amid e-commerce vs. physical shifts.

Secondary Method

• Analysis of Hong Kong grocery/household sector reports on challenges like supply disruptions, regulatory compliance (FEHD standards), price sensitivity, and 14% CAGR growth to 2033 despite competition from mainland platforms.

Academic Theories

• Business Model Canvas (Osterwalder and Pigneur, 2010): Maps value propositions for HKTVmall's hybrid vs. 759's cost-leadership.

• Resource-Based View (Barney, 1991): Explains sustained advantages through unique resources like HKTVmall's logistics.
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• Dynamic Capabilities (Teece et al., 1997): Frames renewal as sensing, seizing, and transforming in volatile markets.
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• Business Model Innovation (Teece, 2010): Guides adaptive strategies for competitive renewal.

Harvard References

Barney, J. (1991) 'Firm resources and sustained competitive advantage', Journal of Management, 17(1), pp. 99-120.

Osterwalder, A. and Pigneur, Y. (2010) Business model generation. Hoboken, NJ: Wiley.

Teece, D.J., Pisano, G. and Shuen, A. (1997) 'Dynamic capabilities and strategic management', Strategic Management Journal, 18(7), pp. 509-533.

Teece, D.J. (2010) 'Business models, business strategy and innovation', Long Range Planning, 43(2-3), pp. 172-194.

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Proposal Justification

Academically, it advances pragmatism in MBA retail studies with mixed methods, filling gaps in Hong Kong comparisons. Practically, it offers renewal tactics for firms facing losses and closures, aiding executives and policymakers. Originally, it uniquely blends local media issues with pragmatist renewal for grocery resilience."

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