ABSTRACT
Of all the “marketing section” categories discussed in this book, the function of local distribution has proven to be the most complex and controversial. The following analysis of postcrisis MNC local strategy in Southeast Asia brings to a head some of the clearest remaining divides between business culture thinking in the East and that in the West. Global corporations face a plethora of challenges when designing globally coordinated channels through which to market their products – and especially, so it would seem, within the ASEAN bloc. Even greater problems are encountered when seeking to implement such designs in practice.
