Developing a presence in Southeast Asia -an inter-cultural challenge for medium-sized comapanies

Abstract

European publications provide very little coverage of the current business activities of medium-sized companies in Southeast Asia. In Europe generally, far too little is known about the Asia-Pacific region of which Southeast Asia forms part. In particular, there is little awareness of the business opportunities and risks in this part of the world, not only in the short term but also - and more importantly - in the medium and long term. The impact on the Asian region of the events which took place in New York on September 11, 2001 will not be investigated here. It will be some time yet before their consequences can be properly assessed.