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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

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Claire Littlewood Koch

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Mohamad and Koch (1997a, November 01). To comfortably borrow or to own. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/freedom-to-reveal-or-freedom-to-project-