Prof. Dae Ryun Chang has been writing interesting things about marketing in Asian markets. In his blogs on HBR (Does Your Strategy Rely on a "Pan-Asian Identity"? , In Asia, Marketing 101 Doesn't Work), he talks about the fact that a common marketing template cannot be applied to entire Asian markets and marketers who are used to such a style of working should better adapt themselves.
The author points out how the Asian markets are complex markets where not only each country has a distinct culture but even within the country (like India, China) there are multiple ethnical groups whose taste and preference don't match. Any company that plans to dominate the Asian markets would have to understand the nuances of these markets and then create multi-brand strategy targeted at individual regions, give a local flavor to the products and involve the local community.
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