haku: @author Robinson, R. / yhteensä: 5
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| Tekijä: | Robinson, R. |
| Otsikko: | Asian culture -- the marketing consequences |
| Lehti: | Journal of the Market Research Society
1996 : VOL. 38:1, p. 55-62 |
| Asiasana: | RESEARCH ASIA MARKETING |
| Kieli: | eng |
| Tiivistelmä: | This paper provides an overview of the cultural dimensions of Asian orientations and discusses their implications on brand values. Many Asian packaged goods markets are characterised by an unusual level of single brand dominance and entrenched market shares and it is suggested that this is due to the shared value systems identified by Hofstede as held by people in this region e.g. belief in power distance, consensus, and uncertainty avoidance. Strategies for overcoming the entrenched loyalty phenomenon are discussed. |
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