American Marketing Association
In this article the authors state that globalization of markets does not mean that all markets are alike. Some multinationals lump all Asian markets together and consider them to be similar, a notion the authors contend is a mistake. They analyze factors in the three great Asian markets, Japan, Korea and China. The authors' research shows that the three countries differ in their brand orientations and in their attitudes toward foreign and domestic products. In addition, the 3 economies are divided on perceptions of quality and price and product feature preferences. To achieve success in these growing markets the authors advise companies to tailor their sales strategies to each nation.