What’s Happening and Coming Next in Asia?: AAB Special Report on Asian Consumers & Businesses

다국어 초록 (Multilingual Abstract)

There are two major questions we want to address in this report: Asian consumers and their views on Asian companies and leaders. Specifically, we asked how they felt in terms of happiness and economic power and what they thought about the performance of companies and business leaders. We surveyed more than 1000 people in Asia, mainly from China, Korea, and Japan. In the survey, we first asked how happy and satisfied in life they were, and how economically powerful they felt. Second, we asked what companies and business leaders they respected most. We also asked what companies they think are best in terms of other major dimensions: innovativeness, social responsibility, growth potentials, and wish-to-work-for.
We obtained several important results and findings. With regard to consumers, we found that their answers were very important, and even surprising, to many people, and even contrary to the findings from several objective indicators which show that Asian countries such as China perform well in terms of economic and quality of life. As related to the Top 10 Asian companies and leaders, the data shows many interesting results which are consistent with our expectation and existing reports; for example, Samsung, Toyota, Softbank, and Alibaba were ranked at the top of the charts, as expected. However, we found several surprising findings that have not been reported in any other existing reports or studies. Our further data analysis and literature review suggest that the major findings provide very valuable strategic implications for consumer researchers, business leaders, policy makers, and anyone who are interested in getting big pictures about what is happening and coming next for their careers and businesses.

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