Introduction

Martin Roll ()

Chapter Chapter 1 in Asian Brand Strategy, 2006, pp 1-12 from Palgrave Macmillan

Abstract: Abstract The face of business in Asia is changing faster than one can blink one’s eyes. Asian companies that used to be back-end workhorses, manufacturing consumer goods cheaply for Western companies, are slowly realizing the benefits of branding. A case in point is Pantech, a South Korean firm which began by selling pagers in the early 1990s. By the end of the 1990s, Pantech was selling mobile phones as an original equipment manufacturer (OEM) to Western companies like Motorola and Audiovox. But Pantech’s 42-year-old chairman Park Byong Yeop knew that in the face of cheaper competition, his business model had to change.

Keywords: Gross Domestic Product; Asian Company; Original Equipment Manufacturer; Strong Brand; Luxury Brand (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51306-8_1

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DOI: 10.1057/9780230513068_1

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