STRATEGIC MARKET PLANNING IN A CHANGING GLOBAL MARKET—CHINESE ECONOMIC AREA AND SOUTHEAST ASIAN COUNTRIES

Abstract

Today's marketplace can best be characterized as dramatic and uncertain. This situation dictates that multinational corporations (MNCs) design strategies and policies that enable them to reduce uncertainty while satisfying customer needs across borders. Traditionally, MNCs are motivated by the demand of an advanced industrial society but ignore the demand of customers in the semi‐industrial societies within developing nations. The purpose of this study is to suggest certain factors in a strategic market planning framework that will maximize the interaction between MNCs and societies in which they operate, especially in Asian countries.

Citation

Lee, M. and Ruhe, J. (1995), "STRATEGIC MARKET PLANNING IN A CHANGING GLOBAL MARKET—CHINESE ECONOMIC AREA AND SOUTHEAST ASIAN COUNTRIES", Competitiveness Review, Vol. 5 No. 1, pp. 75-83. https://doi.org/10.1108/eb046323