Competing for a share of Asia's food market may require playing by a new set of rules. New packaging and labelling formays will need careful and long-term planning and products must match the customer's palate and quality specifications.
Geraldine Pasqual and Richard Taylor explain some of the culturally significant rules of the game and why marketing success greatly depends on understanding what the customer wants and supplying it.
Pasqual, Geraldine and Taylor, Richard
"Food into Asia,"
Journal of the Department of Agriculture, Western Australia, Series 4: Vol. 36
, Article 5.
Available at: http://researchlibrary.agric.wa.gov.au/journal_agriculture4/vol36/iss3/5