Made in Asia – an exploration of country of origin effects within the region
Sunny Hahn and Myoungwha Choi McKinsey & Company, Korea
Giana Eckhardt Australian Graduate School of Management, Australia
Everyone is interested in the Asian market due to its phenomenal growth in economic prowess as well as population. Asia is arguably the most important region in the world today, with what will soon be the two largest consumer markets in the world – China and India – anchoring the region, along with the trend leading markets of Japan and South Korea. Many companies are...