Table of Contents

An Alternative Consumer Behaviour Theory for Asia Distinguishing Features of Asian Culture The Mind-Set of the Individual Consumer Driving Forces in Asian Consumer Behaviour An Example of Asian Consumer Behaviour: The Leisure Industry Marketing Implications The Marketing Mix Modernisation vs. Westernisation of Asian Consumer Behaviour Appendix: Case Studies

About the Author

HELLMUT SCHUTTE is a professor of International Management at INSEAD and represents core faculty at INSEAD's Euro-Asia Centre. He started his career in Asia marketing fast moving consumer goods for a British-Dutch multinational in Indonesia. He also lived and worked in the Philippines and was a visiting professor at the University of Tokyo. Schutte has conducted research, acted as a consultant, and taught management seminars for both Asian and Western managers in ten Asian countries.

DEANNA CIARLANTE was born in the USA, but spent most of her ten years as a young adult in Japan. After graduating from Duke University, she spent five years in New York working with Japanese financial institutions.