ASIA’S MULTINATIONAL COMPANIES: GLOBAL VALUE, REGIONAL STRATEGY, LOCAL TACTIC

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 10 in Asian Competitors:Marketing for Competitiveness in the Age of Digital Consumers, 2019, pp 275-306 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Not many companies are truly global; most companies are usually strong only in some regions in the world. The regional scale that provides profitable opportunities makes regional markets attractive. However, even large companies with popular brands, abundant resources, decades of experience, and world-class management teams may still find it challenging to grow in markets and geographies far away from their homes…

Keywords: Asian Competitors; Asian Consumers; Asia; Digital Consumers; Digitization; Digitalization; New Wave Marketing; Marketing; Fourth Industrian Revolution; Changing Environment; Changing Landscape (search for similar items in EconPapers)
JEL-codes: M16 M31 (search for similar items in EconPapers)
Date: 2019
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