"This book serves as a textbook for courses on Asian studies with a focus on ethnic Chinese entrepreneurs and business management in Asia. It gives a comprehensive Asian perspective on the organizational peculiarities and changing business practices of ethnic Chinese businesses and their leaders...

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be derived, but studies with real choice data are...