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Keywords International marketing, Retailing, Research, Brand image
Abstract Presents and discusses areas for future research into international marketing in the Asia-Pacific region based on recent trends and gaps in the literature. Continues and develops the themes presented in the first Special Issue on international marketing in the Asia-Pacific region (International Marketing Review, Vol. 20 No. 5).
The guest editorial team for the Special Issue on International marketing in the Asia-Pacific region is proud to announce the publication of the second issue, containing four articles, each of which addresses an important aspect of international marketing in the region. Additionally, we view the entry of an increasing number of international retailers into the region, particularly the Chinese market, as an important international marketing development. Coverage of international marketing in the Asia-Pacific region would be incomplete without a discussion of this increasingly critical issue. Overall, we are very pleased by the overwhelming response from authors from a number of countries around the world who submitted papers for review for this Special Issue. Owing to the number of quality papers received being larger than anticipated, it was not possible to include all the accepted papers in one single issue, and thus a second issue was needed.
Since the publication of the first Special Issue on International Marketing in the Asia-Pacific Region (Vol. 20 No. 5, 2003), several developments have taken place. We would like to take this opportunity to offer a few comments and observations. It is hoped that these will spur continuing research interests in this dynamic region of the world. In the first Special Issue, we offered some insights related to specific companies and countries in the region in a very broad sense and identified some research issues which, if addressed, should yield additional insight about marketing strategies which are relevant to companies and countries in the Asia-Pacific region as well as in the rest of the world (Chao et al., 2003).
It is worth noting that countries in this dynamic region are now playing a much bigger role in the global economy. China and India are two such cases in point. It was only recently that the US president authorized stiff steel tariffs against selected steel products, a move designed to protect the US steel...