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

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Chapter 15 in Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers, 2017, pp 271-285 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Not many companies are truly global. Instead, most companies are usually strong only in some regions in the world. The regional scale that provides profitable opportunities make 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 away from their homes…

Keywords: Asian Marketing; Digital Asia; Digital Consumers; Asian Digital Consumer; Marketing in Asia; Asian Companies; Asian Businesses; Doing Business in Asia (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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