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0:00
Hello, thank you so much
for your interest
in this lecture.
Today, I will be giving a talk
entitled Reinterpreting the
Asian Consumer in Marketing,
as part of a series of
lectures on
international marketing.
My name is Jared Wong
and I'm currently
a PhD student in marketing
at the Yale School
of Management.
My research primarily focuses on
the subfield of marketing
called consumer behavior.
0:26
Today, I will be focusing on
the study of the Asian consumer.
In terms of how this
lecture will be structured,
I will first begin with
a literature review
and discuss what
we already know about
the Asian consumer
based on existing research.
Within the section,
I will guide us
through some questions
I consider to be essential
when studying the
Asian consumer.
Including how we might
want to define Asia,
the role of Confucian
ideology, and
intracultural differences within
the Asian consumer segment.
Then I will conclude the
lecture with a case study of
a shopping holiday
that originally
began in China
called Single's Day.
By considering the
shopping holiday,
we will cover ways in
which the Chinese firm
Alibaba has been
able to orchestrate
such a large-scale holiday.
Specifically, we will discuss
important lessons that we can
draw from this case study.
1:18
But before delving into this,
I would like to present some
context for this lecture.
This lecture series is
based on the success of
two important handbooks
that have been
recently published.
The first handbook, entitled
Handbook on
Cross-cultural Marketing,
contains chapters that explore
methodological challenges
for conducting
cross-cultural marketing
research along with how
cross-cultural marketing
research might be applied.
The second handbook,
Handbook of Research
on Ethnic and
Intra-cultural Marketing,
considers the related
but distinct topic
of intracultural marketing.
It's organized
around the theme of
heterogeneity within
countries and cultures,
which reflects
cultural diversity
within as opposed to
between countries.
This is the handbook that I had
the privilege of
contributing to.
