What is coming next in Asia?: Implications for Future Research, Businesses, & Careers

Abstract

As Asia becomes more attractive as a huge commercial market than ever, many companies would like to enter the Asian market and many young people would like to develop their careers in Asia. It would be very important to investigate what is happening and coming next in Asia, particularly in conjunction with the changes brought by the fourth industrial revolution. A deep understanding of what is coming next will lead us to prepare for the future in terms of our future careers, businesses, or research. For this important goal, three renowned academic leaders were invited to share their ideas on what is happening and coming next in Asia. Professor Yong June Kim, the Dean of Graduate School of China at Sungkyunkwan University, present the recent O2O development in China and Korea from the Socio-Political perspectives. Professor Sang Young Kim, the President of Korean Marketing Association and Professor of Korean Business School, will address on the topic of how to conduct impactful research in Asian marketing, focusing on two issues, research topic and data. Finally, Professor Jaihak Chung, the former editor-in-chief and also Professor of Sogang University, delivers interesting key findings about marketing research trend in Asia: who the active research scholars are and what types of topics are heavily studied in Asia. The article concludes with very insightful future ideas for readers who would like to prepare well for the upcoming phenomenal changes brought by artifacts such as mobile phones, internet, AI-equipped algorithm, and so on, as part of the fourth industrial revolution. Authors believe that readers can find very helpful information and ideas that developed in Asia.