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The impact of the changing marketing environment in the Pacific Rim: four case studies

The impact of the changing marketing environment in the Pacific Rim: four case studies Suggests that, with sound economic growth, a rising population and changing lifestyles, the Asia Pacific Rim offers an attractive trading environment for retailers and manufacturers. Reports that the trading environment in the region is somewhat diverse, so businesses wishing to take advantage of the opportunities on offer must have a flexible marketing approach which allows them to adapt to local needs. Considers a range of wider marketing environment factors which are shaping the trading conditions in the region. Provides case studies of retailer Yaohan, Hongkong Bank, manufacturer and retailer Giordano and food manufacturer Ajinomoto (which distributes its products from a wide range of outlets). Uses these to illustrate the impact of economic, political, cultural and demographic trends and to show how companies in the region are responding to these factors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

The impact of the changing marketing environment in the Pacific Rim: four case studies

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References (8)

Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590559610131691
Publisher site
See Article on Publisher Site

Abstract

Suggests that, with sound economic growth, a rising population and changing lifestyles, the Asia Pacific Rim offers an attractive trading environment for retailers and manufacturers. Reports that the trading environment in the region is somewhat diverse, so businesses wishing to take advantage of the opportunities on offer must have a flexible marketing approach which allows them to adapt to local needs. Considers a range of wider marketing environment factors which are shaping the trading conditions in the region. Provides case studies of retailer Yaohan, Hongkong Bank, manufacturer and retailer Giordano and food manufacturer Ajinomoto (which distributes its products from a wide range of outlets). Uses these to illustrate the impact of economic, political, cultural and demographic trends and to show how companies in the region are responding to these factors.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Dec 1, 1996

Keywords: Asia Pacific Rim; Economic growth; Marketing environment

There are no references for this article.