Made in Asia - an exploration of country of origin effects within the region

Sunny Hahn, Giana Eckhardt and Myoungwha Choi

Many experienced companies realize that Asia is not one market but rather consists of multiple markets.

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...

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