Following the footsteps of the popularity of Korean Wave, Thai movies and dramas are also starting to break domestic boundary and gaining international fandom. This study tends to examine the behavior of Chinese viewers of Thai movies and dramas and identify the factors influencing viewers'...

A foreign firm is confronted with a demand information risk in the emerging Chinese market, resulting from information disparity between a foreign firm and a Chinese firm. This study analyzes such demand information risk and uses microeconomic theory to derive a management strategy. There are...