Article Review: Chen et al. - Asian-American Market Entry Strategy

This article review analyzes the article "A Korean, a Chinese, and an Indian walk into an American bar: Tapping the Asian-American goldmine" by Chen, Kim, and Kohli. The review focuses on the article's examination of the changing globalization trends, particularly the influx of small Asian brands into the US market, driven by shifts in marketing strategies, technology, and consumer demographics. The article proposes a two-stage market entry strategy for these brands, emphasizing the role of the growing Asian-American consumer base. Key concepts discussed include long-tail branding, social media branding, and ethnic segmentation. The author's main arguments highlight how the combination of these strategies, along with the emergence of a new Asian-American ethnic group, branding changes, and technological advancements, has facilitated the success of Asian brands. The review emphasizes the article's relevance to managers, providing insights into global market trends and flexible strategies applicable to diverse demographics. This article also forecasts the increasing impact of Asian brands in non-US markets.

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 applicable to a vast sector of global
demographics. The article also forecasts that due to immense population in the Asian countries, the
Asian smaller brands will also impact the non-US market in near future.
Part C: List of referencs (The references should be in alphabetical order according to the last name of
the first author. This part is excluded from the word count)
International Business: Journal Article Review Template (Assessment 1)

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.
International Business: Journal Article Review Template (Assessment 1)