by Hwy-Chang Moon (Seoul National University, Korea)

Given the rise of Asia in the global economy in recent decades, it is important to understand the uniqueness of Asian business. This book first introduces the core strategies prevalent in Western business, and then explains how they can be applied or adapted to Asian business. When necessary, modified or new business models (as developed by the author) are utilized to better explain Asian business. Furthermore, this book deals not just with the theory, but also with practice. Several real-life case studies and examples are discussed in order to compare and contrast the Asian and Western perspectives on global business strategy. Readers will therefore gain an enhanced understanding of Asian business and formulation of Asian business strategy.

• The Basics of Strategy
• Different Views of Strategy
• Applications to New Fields: Extension of Generic Strategy
• Beyond Michael Porter
• Measuring and Forecasting
• Global Perspectives on Strategy
• A Formal Modeling and Empirical Tests
• Debates over Standardization
• Toward an Integration of Standardization and Customization
• Dynamic Perspectives on Global Strategy