The Pacific Rim—Vision or Reality?

Abstract

Examines the importance of the Pacific Rim in terms of its market potential and of economic growth. Looks at the extent to which it rivals the European Community, and also the implications of the developments in the Pacific Rim for international marketing strategy. Concludes that the Pacific Rim is a reality with respect to the economic development of several Pacific Rim countries over the past decade, and with respect to the level of trade within that area. Proposes, however, that it is still a vision with respect to developing close formal ties with the European Community.

Citation

Kiel, G.C. and Howard, C.A. (1984), "The Pacific Rim—Vision or Reality?", European Journal of Marketing, Vol. 18 No. 4, pp. 5-23. https://doi.org/10.1108/EUM0000000004782