Article Review: Business Horizons, Asian-American Goldmine

This article review analyzes the article "A Korean, a Chinese, and an Indian walk into an American bar: Tapping the Asian-American goldmine," which examines the changing landscape of globalization and the opportunities for small brands in the US market. The review highlights the article's objectives, which include analyzing the expansion of lesser-known global brands, particularly those from Asia, and developing a two-stage international market entry approach. The subject matter focuses on the impact of immigrant consumers, technological advancements, and branding strategies on market opening for smaller brands. Key findings include the identification of three factors influencing the expansion of minor brands: the changing marketing landscape, the development of strong ethnic groups, and improved technologies. The article proposes a multi-stage strategy combining ethnic segmentation, acculturation, and pan-Asian approaches. The review emphasizes the practical implications for managers of multinational enterprises, highlighting how the multi-stage strategy can assist small businesses in penetrating new markets by targeting specific ethnic segments. The review also references key concepts such as cultural branding, long-tail marketing, and the role of social media in branding, as discussed in the original article.

RUNNING HEAD: ARTICLE REVIEWREVIEW
ARTICLE REVIEW
Name of the Student:
Name of the University:
Author’s Note:

1ARTICLE REVIEW
Part A: Student and article information (This part is excluded from the word
count)
Your name Student ID
Number of words
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?
This article analyses the expansion of lesser-known worldwide brands in the US market
with case studies and statistics regarding the consumer market. Immigration consumers are one of
the most important key factors for the success of minor-known global brands. In this article,
writers of this article have tried to develop a two-stage international market entrance approach
which will be the most effective approaches for penetration of both non-Asian markets and the
Asian-American market (Chen, Kim and Kohli 2017).
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?
 This article refers that the new globalization paradigm has empowered small brands to
develop successfully into global markets. The brands from Asia and the international
market entry approach into the market of the US are prioritized by this article. This article
analyses those smaller and lesser-known brands who are successful to achieve a
reputation in both the US market and the non-US market. This article concludes that the
domination of western brands will be changed by the smaller and lesser-known global
brands (Chen, Kim and Kohli 2017).

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 Historically, the expansion of popular global brands in global markets is marked as
globalization. However, the smaller and lesser-known brands are successful to change the
marketing landscape (Chen, Kim and Kohli 2017). The globalization paradigm and
market opening opportunities for smaller and lesser popular brands have been changing
because of the progress of immigrant customers, accomplishments of technology and
latest efficient branding strategies. A two-stage international market entry approach is
created by the writers of this article for the smaller and lesser-known brands (Chen, Kim
and Kohli 2017). To enter the US market, smaller brands can use this strategy as this
strategy is developed by concentrating the Asian-American consumers. The growth of
Asian-American customers can be useful for smaller brands to reach typical American
customers (Chen, Kim and Kohli 2017). By serving the Asian-American customer, these
small brands can reach the mainstream American customers. Small brands can expand
their business in the global market by following this strategy.
 This article analyses various strategies which will be identified here. In this article
developing branding, approaches are discussed which contains long-tail marketing, and
the role of social media in branding, cultural branding (Chen, Kim and Kohli 2017). The
role of Asian-American goldmine in launching the cultural brands is analyzed in this
article.
Findings/main arguments: What are the key findings or main arguments of the author?
Authors of this article identified that the expansion of minor brands in the global market is
influenced by three factors which are the transforming landscape of marketing, the development
of strong and tempting ethnic groups, and the role of improved technologies to reach customers
(Chen, Kim and Kohli 2017).
Small business organizations have to combine ‘strategy one’ and ‘strategy two’. ‘Strategy
one’ contains ethnic segmentation and acculturation approach. ‘Strategy two’ contains a pan-
Asian approach, leverage rational ties with Asian-Americans, leverage new platforms, and total

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de-ethnicization (Chen, Kim and Kohli 2017). Minor brands can use this multi-stage strategy by
combining these two strategies, which will prioritize the homogenous ethnic segment and various
other segments.
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 subject of this article is not only significant but also interesting for the managers of
international business organizations. To expand the small business in the global market, the
manager of the small brand can utilize the multi-stage strategy. This strategy, discussed in this
article will help the manager to penetrate a new market by prioritizing the homogenous ethnic
segment and various other segments.
Part C: List of references (The references should be in alphabetical order according to the last
name of the first author. This part is excluded from the word count)
Chen, S., Kim, Y. and Kohli, C., 2017. A Korean, a Chinese, and an Indian walk into an
American bar: Tapping the Asian-American goldmine. Business Horizons, 60(1), pp.91-100.
Gonzalez-Loureiro, M., Kiessling, T. and Dabic, M., 2015. Acculturation and overseas
assignments: A review and research agenda. International Journal of Intercultural Relations, 49,
pp.239-250.
Pires, G. and Stanton, J., 2014. Ethnic Marketing: Culturally sensitive theory and practice.
Routledge.