An Alternative Consumer Behaviour Theory for Asia

In recent decades, Asia has been home to many of the world’s most dynamic markets. The region now represents 25 per cent of the world economy and about 50 per cent of the world’s population. It is for this reason that few international companies can afford to ignore Asia as a market of primary importance, despite the crisis which hit parts of the region in 1997/98. Western firms without a presence in the region often fail to perceive the opportunities they miss in Asia to generate sales and profits or acquire experience, although their very absence represents the most substantial competitive threat to their future in the long run.