Communication strategies for technology products in Singapore: a content analysis

Tanuja Singh and Denise D. Schoenbachler

International Business Review, 2001, vol. 10, issue 5, 551-570

Abstract: As technology becomes a unifying force in the global economy, Transnational Corporations (TNCs) have increased their efforts to compete more effectively. In recent years, as markets in the Asia-Pacific have grown significantly, TNCs from the West have flocked to these markets. The Singapore market is particularly important in this region--economically and technologically it is very similar to Western markets and offers numerous opportunities for trade and investment. It has positioned itself as a technology leader in this region and serves as a gateway to many South East Asian nations, which increases its strategic significance even further. Culturally however, Singapore is very distinct from the West with roots in the Chinese value system. This research examines the nature of technology advertising in Singapore. Given Singapore's unique economic, technological, and geographic significance, the results of the study can be used by marketers of technology and other products to better position their products in this market. The results suggest that while in some areas, advertising in Singapore resembles Western advertising, there are many distinctions that must be kept in mind if TNCs want to establish a stronghold in this country.

Keywords: Communication; strategy; Technology; products; Content; analysis; Singapore; Information; content; Thematic; content (search for similar items in EconPapers)
Date: 2001
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Citations: View citations in EconPapers (2)

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