Abstract:

Westerners often wonder: what is typically Asian? With a multitude of business and cultural experiences to be made in Asia, it is hard to get an overview of aspects that 'typically' influence market research. With their paper Patricia Blau and Susanne Wieners-Schlupkothen shed light on this topic by combining their 'Western' perspective with experiences of their Asian research partners as well as findings from cultural studies. Thus they address key questions for research agencies and clients, best summed up as: To what extent do assumed differences between 'East' and 'West' matter in market research?