The Role and Significance of the Overseas Chinese in Asian Marketing

Provides an appreciation of the style of the overseas Chinese businessman, with regard to entry into the varied south‐east Asian markets. Looks, particularly, at the role of the ethnic Chinese in the Asian marketing mix, tracing the starting point of 960–1279 in the South China Sea, known as the ‘nanyang’, using an historical perspective. Discusses the influence and character of Chinese enterprise and also the approach to business of the Chinese. Concludes that the Chinese approach way of doing business is quite distinctly different compared with any other, so that to do business in South East Asia this must be appreciated.