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
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789813201972_0015 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789813201972_0015 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789813201972_0015

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().