Despite the regional currency crisis of 1997-1998, Asia-Pacific economies continue to be among the most attractive markets in the world. Although Japanese and American firms have invested heavily in the past decades, European firms are poised to take advantage of the post-Asian recovery, phenomenal Chinese growth rates, and deepening economic liberalization. This volume focuses on understanding the market and nonmarket strategies employed by European firms to boost their share of the Asian market and to rally European governments and the European Union in support of their initiatives. In addition to a novel theoretical framework to analyze strategy, three chapters focus on investment trends in Asia, lobbying in Asia and the EU, the book includes original case studies of the air transport, automobile, software, and finance sectors.
Publisher: Palgrave Macmillan
Number of pages: 290
Dimensions: 216 x 140 mm
Edition: 1st ed. 2001
'Winning in Asia, European Style is an important addition to the strategy literature. The volume provides much needed conceptual and empirical analysis and applies them to major sectors where European companies have entered Asian markets.' - David Baron, Stanford Business School