Asia remains one of the most attractive regions in the world for international business. As its population and their buying power grow together, political, cultural and economic forces align to perpetually reveal new opportunities.
If you have never thought that your business behaviors create waves, then think twice: they may have a much more far-reaching impact than you’d ever have imagined. Richard McFarland, Prof. of Marketing at ESSEC Business School, shares his research into a novel concept he coins “supply chain contagion”.
Sonja Prokopec, Professor of Marketing at ESSEC Business School and internationally-renowned expert in consumer behavior and luxury branding, takes us into the marketing world of celebrity endorsement and voter reaction from a consumer perspective.