Conclusion

Abstract

It is quite clear that this is going to be Asia’s century. The opening of China, the rise of India and the resurgence of the Asian tigers make Asia the most vibrant business playground in the world. There is a slow but steady shift in the Asian business mindset. Gone are the days when low cost and manufacturing prowess alone served as competitive advantages for Asian companies. Asian corporations are realizing the importance of moving up the value chain. One of the main ways to achieve this is to create strong brands. This will not only serve as the main competitive advantage for these companies, but also enhance shareholder value in the medium and long term. As has been argued throughout the book, this is easier said than done, given the dominant Asian business mindset of trading and sales.

Without action, the world would still be an idea.

Georges Doriot, founder, INSEAD