Philippe Lasserre Hellmut Schutte Phillippe Lasserre
Despite the growing economic importance of the Asia Pacific region, Western firms remain underrepresented. To remedy this situation, Western firms must approach their operations in Asia strategically, by questioning many of the traditional assumptions of Western business. While Japan has been the subject of much Western scrutiny, the other nations in the region--South Korea, Taiwan, Singapore, the Philippines, Malaysia, Hong Kong, Indonesia, China, and Thailand--have been virtually overlooked.
Strategies for Asia Pacific, the culmination of two decades of research and direct...
Despite the growing economic importance of the Asia Pacific region, Western firms remain underrepresented. To remedy this situation, Western firms ...
Phillippe Lasserre Hellmut Schutte Philippe Lasserre
Despite the growing economic importance of the Asia Pacific region, Western firms remain underrepresented. To remedy this situation, Western firms must approach their operations in Asia strategically, by questioning many of the traditional assumptions of Western business. While Japan has been the subject of much Western scrutiny, the other nations in the region South Korea, Taiwan, Singapore, the Philippines, Malaysia, Hong Kong, Indonesia, China, and Thailand have been virtually overlooked.
Strategies for Asia Pacific, the culmination of two decades of research and direct professional...
Despite the growing economic importance of the Asia Pacific region, Western firms remain underrepresented. To remedy this situation, Western firms ...
Asia currently accounts for a quarter of the world economy and half of the world's population. Few international companies can afford to ignore a market of such size and importance. Yet despite the centrality of Asia as a market, there exists a remarkable dearth of marketing theory specific to Asia.
Cultural differences strongly influence consumer behavior. In the West, an effective brand name will be short, distinctive, memorable, and indicative of the product's functions. In Asia, however, a strong belief in luck and fate means that additional qualities, such as whether the...
Asia currently accounts for a quarter of the world economy and half of the world's population. Few international companies can afford to ignore a m...
Success in the Asian market is crucial to many firms. Yet many marketing strategies are based on a 'western' perspective of what consumers want and respond to. In Consumer Behaviour in Asia, the authors argue that Asian culture is so fundamentally different to Western Culture that existing consumer behaviour concepts cannot be applied to Asian consumers. In this book the authors outline and explain these differences and put forward modifications to many well-known consumer behaviour concepts. Consumer Behaviour in Asia shows how firms need to modify their marketing strategies in such areas as...
Success in the Asian market is crucial to many firms. Yet many marketing strategies are based on a 'western' perspective of what consumers want and re...
This unique book stresses the importance of the Asia Pacific region in the context of the international strategies of the firm. It argues that the crisis in Asia - while being serious - is a temporary phenomenon only and that the need remains for Western firms to boost their position both in Asia and against Asian competition. This requires an increased understanding of Asian markets, Asian firms and Asian business cultures and logic. The authors advise Western firms to approach their operations in Asia strategically, both in terms of competing for customers and resources, as well as...
This unique book stresses the importance of the Asia Pacific region in the context of the international strategies of the firm. It argues that the cri...
