The book is one of the very few texts on international business with a focus on Asia. It discusses how Western business practices and strategies could be modified to suit diverse socio-cultural, political as well as the economic realities of Asia. In most Asian countries including China, Japan, Korea, India, and ASEAN countries, the market structure is shaped and regulated not only by market competition but also by government policy. The influence of government in business is significant. The book explains how the government influences business and how successful local and foreign companies are adapting to various government influences.

The book also includes many examples of localization strategies to suit the particular local needs of Asian consumers. Asian consumer attitudes and behaviors are often influenced not only by individual needs and wants but also by various groups such as family, peers, and reference groups that one wants to associate with. A deep understanding on how those groups influence Asian consumers would be important for marketing success. The book modifies the Western consumer behavior model in Asia, and discusses how firms can develop their market entry strategies in Asian markets, using many real examples. It also expands the Western strategy models such as Porter's five forces model and the resource-based view of the firm with the Asian context.

The book also focuses on foreign subsidiaries operating in the Asian market as well as Asian firms and includes both prescriptive conceptual models and descriptive short cases to understand the business environment and successful business strategies in Asia. It's a refreshing take on international business.

Mannsoo Shin is currently Professor of international business and serving as Director for Center for Asian Business at Korea University Business School. He received his BBA form Korea University (1981), MBA from University of Hawaii (1983) and Ph.D. from University of Illinois at Urbana-Champaign (1989). He previously taught at McMaster University, Ontario (1987-1991). He was a visiting professor at such schools as State University of New York at Buffalo (Jan.-Dec. 1998), University of Hawaii at Manoa (Jul.-Aug. 1999), and Chulalongkorn University, Thailand (Jul. 1997, Feb.-Mar. 2008, 2009). He was the recipient of the SK Distinguished Research Award (2003) as well as the Professor of the Year Award at Korea University Business School (1998).

Lee Jang Rho is Professor of international business at Korea University. He received his Ph.D in international business and marketing at New York University. He was also the Dean of Korea University Business School from 2003-2005. He was also the Vice President of the development & external affairs of Korea University from 2001-2002.