ABSTRACT
In the postcrisis ASEAN marketplace, increased competition and overcapacity pressures have reinforced the trend toward regional standardization in line with global norms. Hence, rather than produce all products for each domestic market, corporations have instead opted to harness their regional resources to gain scale economies. This has in turn reinforced the harmonization of brand positioning. As global MNCs seek to further consolidate their operations there is effectively less and less room for local blends, packaging, and so forth.
