Business Journey to the East: An East-West Perspective of Global-Is-AsianWith the rapid shift in global economic power, many Western companies are jumping on the bandwagon toward Asia, lured by the rich returns the region can potentially provide. However, many are ill prepared, too impatient and rigid in their market entry strategies, and struggle with the possibility that there is an alternative Asian approach to business. Their success rate is hampered by early failures that lead to frustration and stagnation. But what