Abstract
As globalisation proceeds, cultural values play an important role in marketing. As technology develops, standardisation paradoxically requires more customised applications in business. According to the traditional theory of marketing, wherever innovation or invention of technology matters, the so-called 'push' strategy is more preferable than the 'pull' strategy on the market. But as the characteristics of societies change from modern to post-modern, the social acceptance of new technology is determined by the factors on the demand side of markets. This tendency then causes a shift in the strategy of marketing management; the most noticeable signs are now to be observed in Asian countries. We will present in this study how Asian culture reshuffles the conditions of technology marketing in comparison to Western culture.
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