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Handbook of Research on Asian Business

Edited by Henry Wai-chung Yeung

The rise of Asia as an important region for global business has been widely recognized as one of the most significant economic phenomena in the new millennium. This accessible and comprehensive Handbook brings together state-of-the-art reviews of Asian business in an expansive range of areas including: business organizations; strategic management; marketing; state–business relations; business and development; and business policy issues.
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Chapter 7: Challenges of Marketing to Asian Consumers: Exploring the Influence of Different Cultures, Life Styles and Values on Consumer Behaviour in Asia

Piyush Sharma, Cindy M.Y. Chung and M. Krishna Erramilli

Extract

7. Challenges of marketing to Asian consumers: exploring the influence of different cultures, life styles and values on consumer behaviour in Asia Piyush Sharma, Cindy M.Y. Chung, M. Krishna Erramilli and Bharadhwaj Sivakumaran The last quarter of t...

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