Author Description

This report is about the tricky business of assessing markets in Asia. Market assessment is not easy in the best of times, but when data are inconsistent, unreliable or non-existent--as it is in much of Asia--and economies have been growing so rapidly, the task can seem overwhelming. Few companies are so big that they can take on every attractive project. Projects have to compete for management time and capital as companies work to achieve the best allocation of resources. Asian business opportunities have to compete for resources with opportunities at home and in other parts of the world. You are not just looking for profitable projects--you are looking for the right markets and for the best combination of products and services, for your company. This report is not a guide to specific markets in Asia, but offers guidance on how to assess markets in the region. The "rightness" of a market is determined by what is right for your company--its strategic objectives, its resources, its products--and how well these match with specific market opportunities.