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In March 2023, Mr Liu Pang-Chung, founder and General manager of M.I.T. Tour Service Co., faced an unprecedented challenge when a long-term corporate client requested an overseas holiday tour for a family member on regular hemodialysis. While his company had successfully built a strong reputation for customized corporate incentives and “healthy active aging” tours under its Rui Travel brand, this new request pushed the team into the highly unfamiliar territory of “holiday dialysis” – a niche market where tourism, health care and high medical risk intersect.
The business context of this case is set in Taiwan, an emerging market characterized...
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