Using rate of change to compare probable market openness in South Korea and the Republic of China

Abstract

In the past few years more interest has been generated with regard to economic research related to Pacific Rim countries. The interests warranted since this area represents a potential consumer market of 1.6 billion people . The purpose of this paper is to compare and contrast two newly industrialized nations, the Republic of China and South Korea, using a framwwork suggested by cross-cultural buyer behavior theory. The premisee is that propensity to change within a culture plays a key role in predicting whether a particular culture will accept or reject marketing efforts to introduce products.