Abstract:

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as market research practitioners tells us that what sells in the United States may have little appeal in China and differences between products and services are becoming lessening. Today, perhaps more than ever before, marketing is focussing upon understanding consumers, their differences, needs and relationships with brands. Therefore it is the recognition of psychological, lifestyle and cultural differentiation that will provide a sturdy underpinning for successful business strategies in Asia.