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Keywords Asia-Pacific, Electronic commerce, Brands, Multinational companies,
International marketing
Abstract This study is motivated by the theme of this special issue of International Marketing Review, which highlights the enormous economic success of Asia-Pacific nations and their emergence as global marketers of the twenty-first century. The success of firms situated in these nations has been even more pronounced since the 1990. This study highlights international marketing developments, opportunities, and research issues that warrant closer attention. In examining the topic, highlights a number of important developments including technological innovations, the penetration and influence of the Internet and electronic commerce in the region, the emergence of Asian multinational companies, the development of Asian brands, the importance of relationships and networks for firms in this region, and their greater international integration and cooperation with the rest of the world International marketing research considerations pertaining to the Asia-Pacific Region are explored in each section, as well as in the conclusions.
Over the last two decades an increasing number of Asian economies have adopted new economic policies that have bolstered their presence in the global marketplace. This development has received a great deal of press coverage and academicians are demonstrating greater interest in pursuing Asia-specific projects. Despite such coverage, little attention seems to have been paid to certain key developments in Asian economies that have positioned them for an even greater success in the years to come.
An even sharper focus on Asia is timely and warranted for several reasons. As these markets are culturally and geographically removed from the traditional business centers of North America and Europe, detailed knowledge with respect to prevailing conditions in Asian markets is diluted and vague, if not lacking. Information flow with regard to social, legal, and technological progress in Asia continues to be limited. Furthermore, Asian markets include the two most populous nations of the world, which possess over one-third of the world's population as well as enormous natural and human resources. More importantly, key Asian markets are developing at an accelerated rate that is rapidly expanding demand for all types of products and services. Concomitant with these developments is the need to pursue an intensive research agenda in Asia-Pacific contexts.
In this article, we aim to explore the developments, the opportunities,...