International marketing and the Asia‐Pacific region: developments, opportunities, and research issues

Document Type

Journal Article

Publication Date

2003

Keywords

Asia‐Pacific, Electronic commerce, Brands, Multinational companies, International marketing

DOI

10.1108/02651330310498744

Abstract

This study is motivated by the theme of this special issue of International Marketing Review, which highlights the enormous economic success of Asia‐Pacific nations and their emergence as global marketers of the twenty‐first century. The success of firms situated in these nations has been even more pronounced since the 1990. This study highlights international marketing developments, opportunities, and research issues that warrant closer attention. In examining the topic, highlights a number of important developments including technological innovations, the penetration and influence of the Internet and electronic commerce in the region, the emergence of Asian multinational companies, the development of Asian brands, the importance of relationships and networks for firms in this region, and their greater international integration and cooperation with the rest of the world. International marketing research considerations pertaining to the Asia‐Pacific Region are explored in each section, as well as in the conclusions.

Source Publication

International Marketing Review

Volume Number

20

Issue Number

5

First Page

480

Last Page

492

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