Read Article and use Article review temple to answer the following questions. Your...

Question

Read Article and use Article review temple to answer the following questions.

Your review should:

identify the key concepts and theories related to your chosen article;

demonstrate a grasp of the author’s main arguments in the article;

· discuss the practical implications of the reading; you should consider why the topic of the article

is interesting and important for managers of multinational enterprises in the contemporary global business world and how the understanding of the article would benefit the managers; and

· present these by using an effective academic writing style.

article-review-template-tmiwiop3.docx chen-et-al-a-korean-a-chinese-and-an-indian-walk-into-an-american-bar-tapping-the-asian-american-goldmine-qodsjk2i.pdf

Bichitrananda · Accepted Answer

Article Review Template
	Part A: Student and article information (This part is excluded from the word count)
	Your name
	
	Student ID
	
	Your tutor
	
	Tutorial class
	Day:        
Time: 
	Number of words 
	
	Title of the selected article 
	
	Part B: Use your own words and sentences to complete each section (the questions are excluded from the word count)
	Objectives: What does the article set out to do?
	The article points out the different strategies that small global brands can exercise to reach out to mainstream consumers in America. Globalisation has paved the way for smaller companies and brands to expand internationally and take advantage of social media to mitigate costs and expenditure which only multi-national brands could exploit. There has been a pattern shift in marketing to consumers. The article lays out the two significant strategies to reach out to expand and tap the huge market potential of the Asian American population in the U.S. The article also delves into the significance of segmenting the ethnic groups based on cultural affiliation to efficiently target the consumers. It simplifies the understanding of branding and its characteristics.
	Subject and theories/concepts: What is the article about? What is its subject? What are the central concepts and/or theories discussed in the article?
	The key concepts and theories discussed in this article entail the aftermath of globalisation and its implications on the small brands which include branding, positioning,

Read Article and use Article review temple to answer the following questions. Your review should: identify the key concepts and theories related to your chosen article; demonstrate a grasp of the...

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