The alternative classification scheme in the Asian context

William R. Boulton (Auburn University, Auburn, Alabama, USA)
Rajan Nataraajan (Auburn University, Auburn, Alabama, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 2003


This paper essentially shows how a recently‐developed model called the alternative classification scheme (ACS) may be used in the context of the newly‐industrializing economies (NIEs) of the Asia‐Pacific region, possibly the most rapidly‐rising players in the world economy. After nearly a decade of research into Asian economic development strategies, the authors consider future development alternatives. Using the ACS, the authors broadly categorize the range of available strategic alternatives that will drive the NIEs’ development strategies, and discuss the results of such application.



Boulton, W.R. and Nataraajan, R. (2003), "The alternative classification scheme in the Asian context", European Journal of Marketing, Vol. 37 No. 3/4, pp. 461-475.

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Copyright © 2003, MCB UP Limited

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