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Essay text:
Western firm s without a presence in the region often fail to perceive the opportunities they miss in Asia to generate sales and profits of acquire experience, although their very absence represents the most substantial competitive threat to their future in the long run.
In light of the importance of Asia as a market, there is a surprising paucity of work that establishes a marking theory specific to Asia. In the case of consumer behavior, few would argue with the view that Asian consumers do appear to be distinctively different form Western consumers. Thus far, however, very little thought has been given to rethinking the theories, underlying models, concepts and views of Asian consumer segmentation, the motives of Asian consumers and how they behave...
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