China started by three non-chinese entrepreneurs

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Reference no: EM13998403

Praxis Language is a small company in China started by three non-Chinese entrepreneurs. Originally focused on teaching Chinese to native English speakers using podcasting and other online tools, Praxis has also developed content to teach English to native Chinese speakers, which the company perceives as a much bigger market. With a focus on a blended approach of various online learning applications, coupled with personalization, face-to-face instruction and outstanding customer service, the company has grown quickly. The case describes the challenges facing Hank Horkoff, co-founder of Praxis, as he navigates emerging mobile technology (hardware and software), the complexities of doing business in China, and the consequences of explosive growth. What should Praxis do next? Increase the number of languages it offers? If so, which ones and for which markets? Should it simply concentrate on Chinese language education and try to get more customers? Should the company return to its roots and further develop English language training in China? What other services can it add to the platform it has already built? Or should it look to the future and focus on emerging technology like Google’s Android phone and Apple’s iPhone?

Reference no: EM13998403

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