A Korean, a Chinese, and an Indian walk into an American bar: Tapping the Asian-American goldmine

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
Title of the selected
article
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 following article “A Korean, a Chinese, and an Indian walk into an American bar: Tapping
the Asian-American goldmine, by the Steven Chen, Yuna Kim, Chiranjeev Kohli” the author
mainly tries to find a two stage global market penetrating strategy for all the small market who
want to enter the United States Market. The author mainly tries to show how the various Asian
brands can penetrate the U.S. market with the help of the Asian-American consumer base.
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?
In the above mentioned article “A Korean, a Chinese, and an Indian walk into an American bar:
Tapping the Asian-American goldmine, by the Steven Chen, Yuna Kim, Chiranjeev Kohli” the
authors mainly talks about global market scenario and the effect of globalization in the
international market. There has been a shift in the global market paradigm with the “growth of
immigrant consumers, new and emerging branding strategies, and advancements in technology”.
The author has mainly focused on the two stage global market penetrating strategy for all the
small market who wants to enter the United States Market.
The various concepts and theories that has been discussed are the “Ethnic segmentation approach,
the Acculturation approach, the Cultural branding, the Branding strategies, Long tail marketing,
Social media branding, Cross cultural marketing and the Market penetration strategy”.
Findings/main arguments: What are the key findings or main arguments of the
author?
International Business: Journal Article Review Template (Assessment 1)