ASIAN IMPORTERS' PERCEPTIONS OF AMERICAN MANUFACTURERS

Abstract

Twenty‐eight importers from the five “dragons” in Asia (Japan, South Korea, Taiwan, Singapore and Hong Kong) were interviewed about their problems in doing business with American manufacturers, and their suggestions for increasing future imports from the United States. Findings are presented in a marketing framework: product, price, distribution, promotion, regulations and interactions. Overall, American firms were perceived to apply the selling concept, to use short‐term planning, and to provide little support to their Asian agents. By contrast, Japanese and European firms used the marketing concept, did long‐range planning, and provided substantially more promotional assistance.

Citation

Keown, C.F. (1985), "ASIAN IMPORTERS' PERCEPTIONS OF AMERICAN MANUFACTURERS", International Marketing Review, Vol. 2 No. 4, pp. 48-54. https://doi.org/10.1108/eb008291