James discusses the myths, and incorrect beliefs that lead to failure in so many businesses chasing the affluent Asian consumer. He provides practical steps and a plan of action for a Brand Manager or Profit Centre Head to put their business on the fast track to find new Asian consumers, new ways to compete and new ways to create gravity to their brand.
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James hops on the latest A380 stateside and shares the lessons learned from his work with executives at Hilton, Caesars Entertainment, Hardees, AON, and Napster, who have successfully spread their wings to all corners of the planet. He discusses the importance of strategy, why marketing plans usurp business plans and what it takes to get the best out of regional and local business executives many miles from home.
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