This text stresses the importance of the Asia Pacific region in the
context of the international strategies of the firm. It argues that
the crisis in Asia while being serious is a temporary phenomenon
only and that the need remains for Western firms to boost their
position both in Asia and against Asian competition. This requires
an increased understanding of Asian markets, Asian firms and Asian
business cultures and logic. The authors advise Western firms to
approach their operations in Asia strategically, both in terms of
competing for customers and resources, as well as co operating in
joint ventures and alliances. They encourage managers to question
many of their traditional Western business assumptions and to move
towards a regional organization and a more regional style of
management.
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