Article Review: Analysis of 'Asian-American Goldmine' - Int. Business

This article review analyzes the article "A Korean, a Chinese, and an Indian walk into an American bar: Tapping the Asian-American goldmine" which focuses on two-stage global market entry strategies for small brands in the United States. The review covers the article's objectives, which is to show how Asian brands can leverage the Asian-American consumer base for market penetration, and discusses key concepts such as ethnic segmentation, cultural branding, and market penetration strategies. The review highlights the author's findings, including the importance of a strong ethnic group, branding changes, and technology. The review emphasizes the practical implications for managers of multinational enterprises, especially the shifts in globalization paradigm, new branding strategies and the importance of the strong and appealing ethnic group in the global market scenario.

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)

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 had devised a two stage global market penetrating strategy for all the small market who
want to enter the United States Market . As per the research findings in the flowing research
article, there are three key factors due to which small Asians brands were able to enter the global
United states market. Those three factors are “the growth of a strong and particularly appealing
ethnic group, the changing landscape of branding, and the availability of new technologies such
as the new media which may include the social media to reach consumers.
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 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”
holds a significant importance in the ever changing dynamic market environment. Due to
advancement in the field of science and technology, growth in the area of international customers
and the applications of various innovative marketing and branding strategies by the
businessperson in order to promote their business in the international market, there has been a
change in the global business paradigm. In addition, the flowing research article had been focused
on the importance of the strong and appealing ethnic group in the global market scenario.”
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.
Gillespie, K., 2015. Global marketing. Routledge.
Tate, W.L., Ellram, L.M., Schoenherr, T. and Petersen, K.J., 2014. Global competitive conditions
International Business: Journal Article Review Template (Assessment 1)

driving the manufacturing location decision. Business Horizons, 57(3), pp.381-390.
Tidd, J. and Bessant, J.R., 2018. Managing innovation: integrating technological, market and
organizational change. John Wiley & Sons.
International Business: Journal Article Review Template (Assessment 1)