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A Korean,a Chinese,and an Indian walk into an American bar: Tapping the Asian-American goldmine
Institution:1. EMLYON Business School, 69130 Écully, France;2. John Molson School of Business, Concordia University, 1455 De Maisonneuve Boulevard West, Montréal, Québec H1H 1L8, Canada;1. School of Economics, Hefei University of Technology, Hefei, Anhui, 230009, China;2. School of Management, Xi''an Jiaotong University, Xi''an, Shaanxi, 710049, China;3. Department of Marketing, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong;4. School of Management, University of Science and Technology of China, Hefei, Anhui, 230026, China
Abstract:Historically, globalization has been synonymous with mega brands’ expansion into international markets. However, changes in the marketing landscape—namely, growth of immigrant consumers, new and emerging branding strategies, and advancements in technology—have created a shift in the globalization paradigm, opening opportunities for small brands. Focusing on the growing number of Asian-American consumers, the authors develop a two-stage global market entry strategy for small brands entering the U.S. market. Specifically, the authors show how Asian brands can penetrate the U.S. market by serving Asian-American consumers or using them as a launchpad to reach mainstream American consumers. The growth of small global brands signifies an important and exciting change in the branded marketplace currently dominated by Western brands.
Keywords:Asian-Americans  Cultural branding  Branding strategies  Long tail marketing  Social media branding  Cross cultural marketing  Market penetration strategy
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