Lost in Translation: How Western (mis)conceptions of Asian markets impact market research

David Bakken and Sue Siewert

This paper identifies four key misconceptions held by Western marketers and researchers that impact the ability to understand consumers in emerging Asian markets.

Lost in Translation: How Western (mis)conceptions of Asian markets impact market research

David BakkenKJT Group, USASue SiewertGE Healthcare, USA

Introduction

The last decade has seen phenomenal growth in market research activity in emerging Asian markets. Many leading companies based in developed countries have turned to these markets to find new opportunities for growth. This is true for manufacturers of medical devices such as diagnostic imaging equipment, including GE Healthcare. These markets present an enticing target for these companies. McKinsey (Atsmon, Child, Dobbs and Narashimhan, 2012) reports that emerging Asian markets account for 16% of global GDP, but...

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