Three Dimensional

Authors

Massaki Kotabe, Temple University
Crystal X. Jiang, Temple University

Document Type

Article

Comments

Published by the American Marketing Association in Marketing Management, volume 15 issue 2, 2006.

Keywords

comparative analysis; cunsumers; Korea; China; Japan

Publisher

American Marketing Association

Publication Source

Marketing Management

Abstract

Globalizing markets might not mean that markets have become similar. Although multinational companies tend to believe that all Asian markets are the same, a comparative analysis proves that consumers in Japan, Korea, and China differ in their brand orientations, attitudes toward domestic and foreign products, quality and price perceptions, and product feature preferences. To ensure success, companies must set aside narrow and risky assumptions, and tailor country-specific strategies to target these consumers.