Business research in Association of Southeast Asian Nations (ASEAN): recapitulation and prospects

Khongphu Nimanandh, Tim G. Andrews, Chris Rowley, Ingyu Oh, Koblarp Chandrasapth and Piyaphan Klunklin

Asia Pacific Business Review, 2025, vol. 31, issue 3, 560-566

Abstract: Association of Southeast Asian Nations (ASEAN)-focused research remains under-represented in the Asia Pacific business literature to date. Despite the region’s growing role in the global business landscape, the bulk of scholarly investigation is still rooted in an East Asian-centric perspective. Comprising a mix of empirical and secondary-based investigation, the papers in this collection embody a modest attempt to address this caveat. However, further work is needed to consolidate, deepen and extend how we understand the diversity and complexity that has long characterized the Southeast Asian commercial arena. Opportunities for future theory and practice advancement to stem from this Special Issue include the areas of technology adoption and implications, city destination branding, internationalization and micro-level strategy formation and implementation. More general research streams which would benefit from ASEAN ratification and extension include institutional context, socio-economic inequality, linguistic diversity and the internationalization behaviour of family firms.

Date: 2025
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DOI: 10.1080/13602381.2025.2512814

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