O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Appendix 2. Generic Architecture for Facing the Crisis

In order to better understand the Architecture sub-model that we discussed in Chapter Three, we will apply it to a particular case: the Asian crisis, which began in 1997, and is still affecting a number of countries in the region.

The crisis started in Thailand. Hastened by global currency speculators, the baht was sent into a nosedive. It then spread to other Asian countries—first South Korea, then Hong Kong, Taiwan, Singapore, Malaysia and Indonesia. The crisis had far-reaching and fundamental consequences for the countries of the region. The three most significant of these were the instability of national economies, bringing with it a breakdown in public confidence; the stagnation of business ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required