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To comfortably borrow or to own

Date of publication: November 1, 1997

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Authors: Paramita Mohamad, Claire Littlewood Koch

Abstract:

In this paper we describe various examples of the common practises of customising imported concepts or creative ideas to Asian markets. We see that many efforts are aimed to enable the target only to borrow these ideas. We argue that the essential objectives for customisation is to drive the target's ownership, making these ideas a personalised and important part of their life. This leads to the thinking that uniformity in brand positioning across continents may not be something for which to strive.

Paramita Mohamad

Author

This is a long description of some author details.

Claire Littlewood Koch

Author

This is a long description of some author details.

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Citation

Mohamad and Koch (1997a, November 01). To comfortably borrow or to own. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/to-comfortably-borrow-or-to-own