A Korean, a Chinese, and an Indian Walk Into an American Bar: Tapping the Asian-American Goldmine Harvard Case Solution & Analysis

A Korean, a Chinese, and an Indian Walk Into an American Bar: Tapping the Asian-American Goldmine Case Solution

This is just an excerpt. This case is about  SALES & MARKETING

PUBLICATION DATE: January 01, 2017

Traditionally, globalization has actually been associated with mega brand names' growth into global markets. Modifications in the marketing landscape-namely, development of immigrant customers, brand-new and emerging branding methods, and developments in technology-have developed a shift in the globalization paradigm, opening chances for little brand names. Concentrating on the growing variety of Asian-American customers, the authors establish a two-stage worldwide market entry method for little brand names going into the United States market. Particularly, the authors demonstrate how Asian brand names can permeate the United States market by fulfilling Asian-American customers or utilizing them as a launchpad to reach the traditional American customers. The development of little international brand names symbolizes a amazing and essential modification in the top quality market presently controlled by Western brand names.

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