International marketing andthe Asia-Pacific Region<br />Developments, opportunities, and<br />research issues<br />PRESENT...
Introduction<br />This study highlights international<br />    marketing developments, opportunities, and research issues ...
Summary<br />Over the last two decades an increasing number of Asian economies have adopted <br />    new economic policie...
.<br />Furthermore, Asian markets include the two most populous nations of the world, which possess over one-third of the ...
Findings<br />Figure 1.<br />The influence of IT<br />penetration on the<br />growth of global<br />e-commerce<br />
Conclusion<br />A key strength in Asian business practice is reliance on personal and business<br />     relationships and...
References<br />Bruton, G. and Samiee, S. (1998), “Anatomy of a failed high technology strategic alliance in a<br />transi...
CONTD…………………………..<br />working paper, Worcester Polytechnic Institute.<br />Lundegaard, K. (2003), “GM, Hyundai join Toyot...
CONTD…………...............................<br />Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multipl...
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International marketing and

  1. 1. International marketing andthe Asia-Pacific Region<br />Developments, opportunities, and<br />research issues<br />PRESENTER<br />AAKASH KUMAR<br />ABHISHEK AGGRAWAL<br />AKASH AGRAWAL<br />
  2. 2. Introduction<br />This study highlights international<br /> marketing developments, opportunities, and research issues that warrant closer attention.<br />International marketing research<br /> considerations pertaining to the Asia-Pacific Region are explored in each section, as well as in the conclusions.<br />
  3. 3. Summary<br />Over the last two decades an increasing number of Asian economies have adopted <br /> new economic policies that have bolstered their presence in the global marketplace.<br />This development has received a great deal of press coverage and academicians are demonstrating greater interest in pursuing Asia-specific projects.<br />
  4. 4. .<br />Furthermore, Asian markets include the two most populous nations of the world, which possess over one-third of the world’s population as well as enormous natural and human resources<br />Technological innovations<br />Eg:NTTDoCoMo has been a clear leader in developing and marketing online telephones.<br />.<br />
  5. 5. Findings<br />Figure 1.<br />The influence of IT<br />penetration on the<br />growth of global<br />e-commerce<br />
  6. 6. Conclusion<br />A key strength in Asian business practice is reliance on personal and business<br /> relationships and networks to accomplish business tasks and consummate transactions.<br />For example, local brands such as Legend Computers in China, in addition to having the ability to more easily adapt to local needs, tastes, and culture, have a significant competitive advantage over MNCs owing to their local relationships and networks.<br />
  7. 7. References<br />Bruton, G. and Samiee, S. (1998), “Anatomy of a failed high technology strategic alliance in a<br />transitional economy”, Organizational Dynamics, Vol. 27 No. 1, Summer, pp. 51-64.<br />Business Week (2001), “The best global brands”, Business Week, August 6.<br />Business Week (2002), “Information technology” Annual Report, Business Week, June 24.<br />Chandler, C. (2003), “Coping with China”, Fortune, January.<br />Chao, P. (1993), “Partitioning country of origin effects: consumer evaluations of a hybrid<br />product”, Journal of International Business Studies, Vol. 24 No. 2, Summer, pp. 291-306.<br />Chao, P. (1989a), “The impact of country affiliation on the credibility of product attribute claims”,<br />Journal of Advertising Research, Vol. 29 No. 2, April-May, pp. 35-41.<br />Chao, P. (1989b), “Export and reverse investment: strategic implications for newly industrialized<br />countries”, Journal of International Business Studies, Vol. 20 No. 1, Spring, pp. 75-91.<br />Doebele, J. (2002), “No A for Asia”, Forbes, April, pp. 35-7.<br />(The) Economist (2003), “The local touch”, The Economist, March 6, p. 58.<br />Einhorn, B., Roberts, D. and Crockett, R.O. (2003), “Winning in China”, BusinessWeek, January.<br />Flannery, R. (2001), “China goes global”, Forbes Global, August, pp. 36-8.<br />(The) Great Asian Brands Survey (2002), BrandingAsia.com (accessed July 17).<br />Holstein, W.J. (2002), “Samung’s golden touch”, Fortune, April, pp. 28-32.<br />Jaffe, E.D. and Nebenzahl, I.D. (1993), “Global promotion of country image: do the Olympics<br />count?”, in Papadopoulos, N. and Heslop, L. (Eds), Product Country Images: Impact and<br />Role in International Marketing, International Business Press, Binghamton, New York,<br />NY, pp. 433-52.<br />Knowledge@Wharton (2003), “Can a Chinese legend go global?”, March 12, available at:<br />knowledge@wharton.upenn.edu (accessed March 12).<br />Lociacono, E., Watson, R. T. and Goodhue, D. (2000), “WebQual: a Web site quality instrument”,<br />
  8. 8. CONTD…………………………..<br />working paper, Worcester Polytechnic Institute.<br />Lundegaard, K. (2003), “GM, Hyundai join Toyota in top consumer ranking”, The Wall Street<br />Journal, March, p. D3.<br />Moon, I. (2002), “Where 3G is first-rate”, BusinessWeek, July.<br />NUA (2002a), “Asia to experience rise in users and revenues”, Internet Surveys, 26 July, available<br />at: http://nua.ie/surveys.<br />NUA (2002b), “A third of world’s net users from Asia Pacific”, Internet Surveys, 21 June,<br />available at: http://nua.ie/surveys<br />Pan, Y.G. and Schmitt, B. (1996), “Language and brand attitudes: the impact of script and sound<br />matching in Chinese and English”, Journal of Consumer Psychology, Vol. 5 No. 3,<br />pp. 263-77.<br />Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A conceptual model of service quality<br />and its implications for future research”, Journal of Marketing, Vol. 49, pp. 41-50.<br />
  9. 9. CONTD…………...............................<br />Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multiple-item scale for<br />measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64 No. 1,<br />pp. 12-40.<br />Powell, B. (2002), “The legend of legend”, Fortune, September.<br />Tavassoli, N.T. (1999), “Temporal and associative memory in Chinese and English”, Journal of<br />Consumer Research, Vol. 26 No. 2, pp. 170-81.<br />International<br />marketing<br />491<br />Walters, P. and Samiee, S. (2003), “Marketing strategy in emerging markets: the case of China”,<br />Journal of International Marketing, Vol. 11 No. 1, pp. 97-106.<br />Wildstrom, S.H. (2001), “Xbox: its all about the games”, BusinessWeek, December.<br />Zeithaml, V., Parasuraman, A. and Malhotra, A. (2002), “Service quality delivery through Web<br />sites: a critical review of extant knowledge”, Journal of the Academy of Marketing Science,<br />Vol. 30 No. 4, pp. 362-75.<br />Zhang, S. and Schmitt, B. (2001), “Creating local brands in multilingual international markets,”<br />Journal of Marketing Research, Vol. 38, pp. 313-25.<br />

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