This project focused with the market of IT services for Greek middle sized companies and extends prior research, having the following main objectives: a) the presentation of the current situation, b) the creation of an ecosystem for HP and c) the development of useful recommendations that HP can follow in order to successfully approach the companies in the mid-market segment. The research was based on a questionnaire survey that included HP customers, non-customers and partners. The results of the survey were assessed in order to derive useful conclusions -concerning the behaviour of the ecosystem’s actors, the demand, the competition and the relevant trends – presented in a consolidated action plan. The recommendations comprise marketing and business strategy guidelines, based on an integration of survey data and qualitative insights.
