The impact of the changing marketing environment in the Pacific Rim: four case studies

Sally Dibb (Senior Lecturer in Marketing & Strategic Management at Warwick Business School, University of Warwick, Coventry, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Publication date: 1 December 1996


Suggests that, with sound economic growth, a rising population and changing lifestyles, the Asia Pacific Rim offers an attractive trading environment for retailers and manufacturers. Reports that the trading environment in the region is somewhat diverse, so businesses wishing to take advantage of the opportunities on offer must have a flexible marketing approach which allows them to adapt to local needs. Considers a range of wider marketing environment factors which are shaping the trading conditions in the region. Provides case studies of retailer Yaohan, Hongkong Bank, manufacturer and retailer Giordano and food manufacturer Ajinomoto (which distributes its products from a wide range of outlets). Uses these to illustrate the impact of economic, political, cultural and demographic trends and to show how companies in the region are responding to these factors.



Dibb, S. (1996), "The impact of the changing marketing environment in the Pacific Rim: four case studies", International Journal of Retail & Distribution Management, Vol. 24 No. 11, pp. 16-29.

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Copyright © 1996, MCB UP Limited

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