Abstract:

Personal values are a valuable tool in differentiating people and market segments. For many the concept of Asian Values has been offered as a reason why things are done differently in Asian countries. This paper looks at data from a study carried out in 1997 across thirty-five countries that looked in detail at personal values. It investigates key global values and where these are held in common or are different between Asian countries and those in other regions. It also looks at areas of concern that are seen to affect individuals personally and how these compare across countries. It then looks in more detail at differences in the importance of specific values between countries within the region and within one country China. It also raises the question as to whether the personal values held can be an indicator of political or economic change.