Corporate Strategies for Asia Pacific Companies in Dealing with Europe's Single-Integrated Market

Micheal Palmer

Abstract


ABSTRACT
By the latter half of the 1980s, a number of Asia Pacific countries had succeeded through export strategies in penetrating the European market.While Japan was a net exporter to Europe throughout the 1980s, countries
like Korea, Taiwan, Hong Kong, and to a lesser extent, Malaysia, Thailand and the Philippines were also net exporters to Europe. As we move through the decade of the 1990s, one of the major uncertainties facing Asia Pacific countries centers on the possibility that, along with the creation of the single market, Europe may erect barriers to trade which could discriminate against
non-member countries. Given the potential detrimental impact of a future discriminatory trade policy of the European Union with respect to its outside
trading partners, this paper examines the historical relationship and importance of the EU market to selected Asia Pacific countries over the 9-year period 1982 through 1990. In addition, the paper examines market
entry strategies which may be useful for traditional Asia Pacific exporting companies given a potentially adverse European Union trade posture.Specifically, it is suggested that either a defensive export-substitution direct
investment strategy or an offensive export-substitution direct investment strategy may be appropriate for many Asia Pacific companies.

ABSTRAK
Pada akhir pertengahan 1980an, beberapa negara Asia Pasific telah berjaya menembusi pasaran Eropah melalui strategi-strategi ekspot mereka.Disamping Jepun sebagai negara pengekspot bersih, terdapat negara-negara
seperti Korea, Taiwan, Hong Kong dan pada tahap yang agak rendah sedikit merangkumi negara-negara seperti Malaysia, Thailand, dan Filipina. Salah satu ketakpastian utama dalam memasuki dekad-dekad 1990an yang dihadapi oleh negara-negara Asia Pasifik berpusat kepada Eropah yang mungkin akan menubuhkan batasan perdagangan mereka, disamping penubuhan hanya
satu pasaran, yang akan mendiskriminat negara-negara bukan ahli. Berdasarkan pada potensi kesan merugikan dari polisi perdagangan discriminatori ini terhadap rakan perdagangan luar Eropah, kertas kerja ini meneliti sejarah pertalian dan kepentingan pasaran Eropah kepada negara negara terpilih Asia Pasifik dalam jangka masa 9 tahun dari 1982 hingga ke 1990. Kertas ini juga meneliti strategi-strategi memasuki pasaran yang mungkin berguna untuk syarikat-syarikat tradisional Asia Pasifik dengan
potensi wujudnya keburukan kedudukan perdagangan Persatuan Eropah. Khususnya, dicadangkan kesesuaian penggunaan sama ada menggunakan strategi ekspot bertahan-gantian pelaburan langsung atau ekspot serangan gantian pelaburan langsung untuk kebanyakan syarikat Asia Pasifik.


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