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Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition by Philip Kotler

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Appendix 1. The Asian Landscape

Having explained in detail the 4C Diamond sub-model in Chapter Two, we will apply it to assess and analyse the new Asian business landscape. The goal here is not only to find out the current picture, but also to get an idea of what the future landscape will look like. By doing this, companies will have a better understanding of the threat, potential opportunities and core competencies that need to be developed in order to face the future competition.1 The results of this analysis are outlined in Figure A1.1.

Image

Figure A1.1. The Asian Forces of Change

Change

Technology

Growing Technological Mastery

The dynamic growth ...

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