Asia Pacific is a vibrant place. It changes very rapidly, reacting in light speed to the slightest variation in global economic & political environment. The region has evolved from a production house into a mixture of creation, innovation, build and even consumption. Change is the only constant!

On top of this, each of the many countries here has its own business characteristic. We are speaking multiple languages here. There is no homogeneity across the region. Diversity is the only commonality!

How can a foreign technology company cope with this without blowing out the budget and with a higher chance of success?

Historic model of market entry here calls for a high touch sales process, mobilizing own or extended sales force to call on a few targeted accounts. While this is a necessity in order to generate immediate revenue, it is not sufficient in the long run. Setting up a potent marketing capability is therefore desirable for a sustainable growth.