Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition

2. Analyse Your Landscape

The Asian crisis and later developments, especially the September 11 tragedy, completely overturned the old business landscape and ushered in a new and radically different one. This profound change affected not only the economy but also every aspect of Asian life. It shook the core of the firm, age-old beliefs and values held by Asians for centuries. It fundamentally changed the legal and political systems that had been established for decades. It turned on their heads the existing paradigms of good business management and correct governance. It also radically altered behavioural patterns and consumer preferences throughout Asia.

In this chapter we will discuss the first component of our Marketing model, Outlook, or, ...