Understanding market innovativeness in Asia: a research agenda

Marketing innovativeness has been accredited for the improvement of: quality of life in general; consumer experience; and, firms’ and brands’ performance. However, much of the knowledge and research on marketing innovativeness have largely developed from Western countries, namely the USA and Europe, with little understanding of marketing innovativeness in Asia. In this paper we critically examine existing literature with aim of developing better understanding concerning marketing innovativeness in Asia. We discuss theoretical and methodological considerations that researchers need to be aware when they aim to advance
research from Asian countries.