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Understanding marketing innovativeness in Asia: a research agenda

Author

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  • Ibrahim Abosag

    (SOAS, University of London)

  • David Ross Brennan

    (University of Hertfordshire)

Abstract

Marketing innovativeness has been credited for improvements in general quality of life, consumer experience, and firms’ and brands’ performance. However, much of the knowledge and research on marketing innovativeness has developed from studies in Western countries, particularly the USA and Europe, with little understanding of marketing innovativeness in Asia. In this paper, we critically examine existing literature with aim of developing a better understanding of marketing innovativeness in Asia. We discuss theoretical and methodological considerations of which researchers need to be aware when they pursue research on Asian countries.

Suggested Citation

  • Ibrahim Abosag & David Ross Brennan, 2017. "Understanding marketing innovativeness in Asia: a research agenda," Asian Business & Management, Palgrave Macmillan, vol. 16(4), pages 212-225, December.
    • Handle: RePEc:pal:abaman:v:16:y:2017:i:4:d:10.1057_s41291-017-0027-1
    DOI: 10.1057/s41291-017-0027-1
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    3. Sunmi Lee & Chien-Hsing Wu, 2021. "Determinants of Consumption Behaviors of Korean Pop Culture in Taiwan," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 12(3), pages 1-22, July.

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