A Korean, a Chinese, and an Indian walk into an American bar: Tapping the Asian-American goldmine

Steven Chen, Yuna Kim and Chiranjeev Kohli

Business Horizons, 2017, vol. 60, issue 1, 91-100

Abstract: Historically, globalization has been synonymous with mega brands’ expansion into international markets. However, changes in the marketing landscape—namely, growth of immigrant consumers, new and emerging branding strategies, and advancements in technology—have created a shift in the globalization paradigm, opening opportunities for small brands. Focusing on the growing number of Asian-American consumers, the authors develop a two-stage global market entry strategy for small brands entering the U.S. market. Specifically, the authors show how Asian brands can penetrate the U.S. market by serving Asian-American consumers or using them as a launchpad to reach mainstream American consumers. The growth of small global brands signifies an important and exciting change in the branded marketplace currently dominated by Western brands.

Keywords: Asian-Americans; Cultural branding; Branding strategies; Long tail marketing; Social media branding; Cross cultural marketing; Market penetration strategy (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:60:y:2017:i:1:p:91-100

DOI: 10.1016/j.bushor.2016.09.003

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