Opportunities for Asia Based on Characteristics and Culture

Cor Molenaar

Chapter 9 in The End of Competition:The Impact of the Network Economy, 2020, pp 161-200 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The focus of all major developments is on the United States and the adoption in the Western world. Asia, however, is regarded as the largest evolving market with a growing population and rising wealth. China, for example, has a population of 1.4 billion people, South Korea 51.7 million and Vietnam 95 million. All these countries are developing rapidly in terms of Internet adoption, but the political and cultural differences in the way the Internet is used vary. The business landscape and focus will only add to these differences. The United States is likely to lead the Internet marketing trend, especially for search and communication: transparency. This is due to Google being the leader in search engines, and Facebook and Instagram being the most widely used social media platforms worldwide. This results in billions of users every day seeing many paid ads without even noticing. Moreover, the use of their Ad systems allows users to see more relevant ads based on their needs. This enables marketers to target specific customers easily and accurately, resulting in more marketers promoting their brands on Facebook and Instagram. Data in Table 1 demonstrate the vital role that mobile Internet can play in raising prosperity throughout an area where the incidence of poverty remains high. However, fully exploiting this potential will require a supportive policy environment…

Keywords: Network Economy; Supply Chain; Technology; Customers; Marketing; Asia; Platform Strategy; Multisided Platform; Collaboration (search for similar items in EconPapers)
JEL-codes: M31 O32 (search for similar items in EconPapers)
Date: 2020
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