Article Review Template | Assignment

Article Review Template
Part A: Student and article information (This part is excluded from the
word count)
Your name Student ID
Your tutor Tutorial
class
Day:
Time:
Number of words 536
Title of the selected
article
A Korean, a Chinese, and an Indian walk into an American
bar: Tapping the Asian-American goldmine
Part B: Use your own words and sentences to complete each section (the
questions are excluded from the word count)
Objectives: What does the article set out to do?
The article analyses the reason behind the sudden influx of small Asian brands in the
global market place. The article provides a two-stage strategy for entry in the global
market for the small brands.
Subject and theories/concepts: What is the article about? What is its subject?
What are the central concepts and/or theories discussed in the article?
The article is about the shift in the globalization trends, predominantly in
technological marketplace. Due to changes in marketing strategies, latest
technologies and immigration of the consumers, the small brand, specifically of Asia
have found an opening in the international market. While earlier only western
brands dominated the global market, with the influx of the Asian brands the global
marketplace is offering many interesting products and technologies thus making the
competition tougher for everyone. The number of Asian-American consumers is
growing and more small Asian brands are entering into the US market (Chen, Kim
and Kohli 2017). The author proposes a two stage market entry strategy for the
small brands so that they are able to take this opportunity to enter the US market.
This article analyses the role of the Asian-American consumer group for the
changing scenario.
The article discusses the traditional branding strategies that the western brands had
been using, which then has been contrasted with the emerging cultural branding
that the new brands are using. The marketing concept that has been discussed in
this regard is Long Tail Branding, Social Media Branding and Marketing. Along with
that, the targeting strategy for the demographics that the authors use is Ethnic
Segmentation, Acculturation approach so that all the segments of the consumer can
be attracted. The authors also create a strategy to use the Asian-American
consumers as their launch pad by starting with the pan-Asian market and leveraging
the relational ties that they have with the Asian-Americans, whereas, de-
ethnicization strategy might be the most effective while targeting the highly
acculturated Asian-Americans.
Findings/main arguments: What are the key findings or main arguments of the
author?
The author finally combines the two stage strategies so that the marketers can
engage the totality of the consumers. The author finds that while combining the two,
if the marketers apply the strategy to a homogenous ethnic group initially and after
they have been captured, turn their attention to the rest of the consumer group, it is
highly probable that they will succeed. Some marketers can also alternate between
the two approaches depending on the ethnic group that they are targeting. The
author establishes the argument that the influx of Asian brands has been facilitated
by three factors, such as, the emergence of a new Asian-American ethnic group,
changes in branding strategy and emergence of new technologies.
Practical implication: Why is the subject of the article interesting and important
for managers of multinational enterprises in the contemporary global business world
and how would the understanding of the article benefit the managers?
The article is extremely relevant to the managers of today. The article gives an
insight into the global market trends. It also provides a flexible strategy that is
International Business: Journal Article Review Template (Assessment 1)