Lorraine Yuen Tai Yeung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaf 28). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF FIGURES --- p.iv / ACKNOWLEDGEMENTS --- p.v / GLOSSARY --- p.vi / Chapter CHAPTER 1 --- INTRODUCTION --- p.1 / Chapter 1.0 --- Description of Personal Computers --- p.1 / Chapter 2.0 --- IBM Notebook Computer --- p.8 / Chapter 3.0 --- Objective and Significance of the Research --- p.19 / Chapter CHAPTER 2 --- LITERATURE REVIEW --- p.21 / Chapter 1.0 --- Competitive Environment --- p.21 / Chapter 2.0 --- Strategies of Major PC Manufacturers --- p.23 / Chapter 3.0 --- Hong Kong Market --- p.25 / Chapter 4.0 --- Hong Kong PC Market Segmentation by Industrial Applications --- p.26 / BIBLIOGRAPHY --- p.28 / Chapter CHAPTER 3 --- METHODOLOGY --- p.30 / Chapter 1.0 --- Exploratory Projects --- p.30 / Chapter 2.0 --- Trade Survey --- p.34 / Chapter CHAPTER 4 --- KEY FINDINGS --- p.36 / Chapter 1.0 --- Findings on Buyers' Reactions to the Notebook Computers --- p.36 / Chapter 2.0 --- Retailers and Dealers --- p.41 / Chapter CHAPTER 5 --- CONCLUSIONS AND RECOMMENDATIONS --- p.46 / Chapter 1.0 --- Conclusions --- p.46 / Chapter 2.0 --- Recommendations --- p.54 / APPENDICES / Chapter I --- An Example of Radio Networking / Chapter II --- PC Unit Sales in Hong Kong: 1989 - 1995 / Chapter III --- 1990 Hong Kong PC Market Shares by Dollar Volume / Chapter IV --- The IBM Notebook Computer Specifications / Chapter V --- The IBM Notebook Computer Advertisement / Chapter VI --- The IBM Notebook Computer Sales Volume / Chapter VII --- Notebook Computer Competitive Information / Chapter VIII --- Questionnaire Part 1 / Chapter IX --- Questionnaire Part 2 / Chapter X --- Focus Group Discussion Guide / Chapter XI --- Retailers and Dealers Interview Guide / Chapter XII --- Demographic Information of Participants / Chapter XIII --- Detailed Information on the Survey Findings / Chapter XIV --- The IBM Notebook Computer Direct Mail Advertisement / Chapter XV --- Media Placement of the IBM Notebook Computer Ad (as shown in Appendix V)

Many developing countries are ardently seeking ways to encourage greater computer usage. But results have been disappointing. The slow diffusion is partially attributed to social factors. This study, based on a survey of 187 professionals, examined the efficacy of opinion leadership approach in accelerating the acceptance of computers in Saudi Arabia. Findings indicate that the approach has promise. Opinion leaders, who express greater satisfaction with computers, can be crucial as change agents in helping to reduce anxieties and dissonant feelings towards computers. Marketing strategy implications of the findings are discussed.