What is Coming Next in Asia?: Emerging Research Issues

다국어 초록 (Multilingual Abstract)

Why is it important to talk about Asian business? This question was the main theme of this journal from its inception. Since we currently have readers from all parts of the world, we would like them to understand why they should care about Asian businesses and consumers. We would also like to learn how to better prepare for our future research, businesses, and career paths in the context of very fast-moving Asian businesses. This article is based on a keynote panel discussion held by four distinguished experts on Asian business and marketing issues during the inaugural AAB International Conference. This article offers a fruitful research agenda for both scholars and practitioners.
The panel members were asked two questions. The first was, “What is your assessment on what is happening and what is coming next in Asia from your perspective as a researcher and a research domain expert?” The second question was, “What are the implications of those expected changes to scholars and practitioners for the preparation of their research and businesses?” This article focuses on the four major issues that have emerged in recent times according to the expert panel members: (1) Global branding and CSR in Asia, (2) Ultra-low class segments versus luxury segments in Asia, (3) Diversity and similarity among Asian consumers, and (4) Services marketing challenges in Asia. These four broad research areas are not exhaustive of all emerging research topics, but they are among the most challenging issues in the near future. We kept the narrative form of presentation in its original form instead of rewriting the whole presentation with the exception of minor edits for clarity.

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