Top 10

Article Abstract:

Microsoft swept to the top of Far Eastern Economic Review's third annual REVIEW 200 survey, with respondents ranking it the top multinational in Asia in long-term vision and second in both innovation and in being a company others try to emulate. Its score of 6.07 pushed two-time winner Coca-Cola (6.03) to second place, a slippage not due to faltering on Coke's part. The rest of the top ten, in order, were McDonald's, Motorola, Walt Disney, IBM, Kodak, Citibank, Nestle, and Xerox, with the latter two slipping and likely to leave the list.

Diversified Companies, Computer and Office Equipment, Office & Computing Machines, Eating places, Food Services and Drinking Places, Other Electrical Equipment and Component Manufacturing, Electronics, Electronic Components and Accessories, Evaluation, Office equipment, Xerox Corp., XRX, International Business Machines Corp., IBM, Nestle S.A., Walt Disney Co., Restaurants, McDonald's Corp., Motorola Inc., MOT, Eastman Kodak Co., Citibank N.A. (New York, New York), EK, DIS, MCD

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At China's gates: Microsoft boss conquers a key Asian market

Article Abstract:

Microsoft's success in officially entering China over the past two years suggests its regional dominance will increase but also that computing in Asia can ultimately succeed as it has elsewhere. Many software developers and bureaucrats hoping to build a local software industry are wary of Microsoft's power, but company founder and chairman Bill Gates shrugs off such fears as underestimating the size of the industry. Microsoft's top problem in Asia is piracy, though that has made its programs widespread.

Computer software industry, Software industry, Marketing

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Coke on ice

Article Abstract:

Coca-Cola is keen for its global brand to have a local appeal, and therefore adapts its advertising to local markets. This proved very difficult in China, where it was felt necessary to run an advertisement set in a picturesque Chinese village. The production team had to deal with harsh local weather conditions, and sometimes found it hard to communicate with local people. However, the resulting advertisement has received a positive response.

Advertising, Advertising and Related Services, Advertising services, Soft drink industry

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