This unique book stresses the importance of the Asia Pacific region in the context of international strategies of the firm. With Western interest in Asia growing, there is a need for Western firms to boost their position both in Asia and against Asian competition and also to increase their understanding of Asian films and business cultures. The book argues that, at present, Western firms are not using their strengths to the full in the world's most dynamic region and that their weakness in both competing and co-operating with Asian firms will have a negative impact on their overall competitiveness in global markets. These companies are advised to approach their operation in Asia strategically and are encouraged to question many of their traditional Western business assumptions, thereby adopting a more regional style of management.