Do Western Companies Really Know the Business Cultures of Asia's High-Growth Markets?

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David Clive Price, a global authority on Asian cultures and business etiquette, publishes ‘The Master Key to Asia: A 6-Step Guide to Unlocking New Markets’. The book aims to help companies realize their growth potential and seize the huge opportunities arising in Asia.

Book cover

The Master Key to Asia is available now on Amazon Kindle

Why are companies not gearing up their leadership skills and cross-cultural knowledge for Asia's high-growth markets?

David Clive Price in his new book, The Master Key to Asia, suggests that Western companies, including those from the US and the UK, are not culturally prepared for entering and succeeding in Asia's emerging markets.

A recent report by McKinsey Global information (MGI) reveals that 440 emerging market cities – 313 from Asia – will fuel nearly half of all global growth in GDP through 2025. By 2030, 2.7 billion out of a total of 3 billion new middle class consumers will rise from Asia.

"And yet research has shown that the majority of business people going into Asia, including the CEOs and senior executives of leading UK, US and European companies, lack Asian experience, knowledge of Asian cultures or basic ability in any Asian language," says David Clive Price. "The result is poor performance, failed deals, miscommunication and ongoing blunders.”

This new 6-step guide provides actionable solutions to what the author calls "unconscious incompetence and/or complacency" in gathering and implementing knowledge of Asia’s diverse business cultures. If 40 per cent of the world’s economic activity is already concentrated in Asia, why are companies (and governments) not gearing up their leadership skills and cross-cultural knowledge for Asia’s high-growth markets?

The answer is to build Asian capabilities now rather than wait until it’s too late.

If you would like to schedule an interview with David Clive Price, please call + 44 (0) 7766335805 or +44 (0) 207 715 9223.

For more information on optimizing Asia skills to build successful long-term partnerships and maximize your growth potential in Asia, see

Author of several books on the peoples and cultures of Asia, David was chief speechwriter for Asia of the HSBC Group during the handover of Hong Kong to China. He then set up his own consultancy giving strategic and communications advice to many Asian multinationals and UK, European and US companies with Asian operations. He travels the world as a Keynote Speaker, International Cultural Expert & Revenue Growth Strategist.

His Claiming Your International Business Passport™ keynotes, seminars and masterclasses are much in demand by major companies in the US, UK, Europe and Australia.

David Clive Price
Location: London, UK

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