Analyzing American Firms’ Market and Nonmarket Strategies in Asia

Vinod K. Aggarwal

Winning in Asia, U.S. Style: Market and Nonmarket Strategies for Success, 2003

The Asia-Pacific economies continue to be among the most attractive markets in the world, despite the lingering effects of the regional currency crises of the late 1990s and Japan’s continued economic malaise. The track record of the newly industrialized countries, both before and after the crises, China’s continued high growth rates, and the widespread regional trend of economic liberalization speak for themselves. But the ups and downs of East Asian markets have forced Japanese, American, and European firms to rethink their strategies. Some firms responded by
increasing investments in the region, hoping to snatch up distressed assets that will strengthen their position to profit from renewed growth. Other firms are concerned that excessive reliance on Asia has made them vulnerable. As a result, they have sought to diversify their operations to position themselves in newly emerging markets in Latin America, Eastern Europe, and elsewhere.

This book analyzes the strategic interplay among governments and firms in Asia. By systematically examining the nature of American investment and trade strategies in developing Asian markets across a variety of sectors, and by comparing American firms with European and Japanese firms (in two companion volumes), we hope to understand the factors that affect competitive success.

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