Trends Report

Asia's Channel Localization Imperative

Local Input, Awareness, And Flexibility Drive Program Success

February 7th, 2012
With contributors:
Dane Anderson , Peter Burris , Michael Yamnitsky

Summary

Tech companies once thought they could export channel models like they do products — that what worked in North America would work just fine globally. Today, the realities of diverse cultural and market dynamics in fast-growth locations like China, India, and Southeast Asia are upending channel models in Asia Pacific. The challenge facing tech companies is to replace homogenous global channel models exported from the West with something that blends the need for global marketing efficiency with local execution effectiveness. It is a challenge that cannot wait, as 75% to 85% of tech industry sales in Asia flow through channels. Tech companies that don't find innovative ways to adapt their Asia Pacific go-to-market models at the regional and country levels will fail to gain market traction as more of the global tech industry's action moves to Asia.

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