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About this Journal
Recently Asian businesses have obtained a significant amount of attention among people all around the world. Many people wonder how such Asian companies and businesses soared all over the world. There is a big demand for case studies on these Asian brands both in academics and business practitioners. Asian countries including China have also emerged to be a ¡°must¡± market to enter for many global companies for their survival or success. However, these markets are not easy to conquer. Many global companies already entered, but not many of them have been really successful. For example, Walmart, the largest retailer in the world closed all of its preexisting stores and left the market in Korea due to being outcompeted by a Korean retailer, E-mart. These lackluster performances frequently occur mainly because companies do not possess a clear understanding of Asian consumers, who have different cultural values, meanings, and life styles from those of the consumers in North America and Europe. As the value of entering Asian markets increases, many business leaders would like to know how Asians (for example, the Chinese) buy, what they value, how they build attachment and loyalty toward brands, especially toward foreign brands, and ultimately, differ from North Americans and Europeans in these aspects. As such we feel that is a big demand for studies on Asian consumer behavior and cultural differences.
Objectives and Scope
The objective of this journal is to publish high-quality papers that deal with Asian businesses and consumers. As the official journal of the AABR, it aims to help professionals such as academics, business practitioners, educators, and policy-makers gain a better understanding of the success factors of Asian businesses and cultural differences of Asian consumers. The journal aims to publish papers that have significant implications implications for both academics and business practices in starting a new business or growing an existing business in Asian.
The journal focuses on two branches of studies on Asian businesses and consumers: (1) Asian business case studies and (2) Asian consumer studies on cultural differences.