Dr. Jung Kee Hong is an active contributor and researcher in the field of international business with focal interest of cross-cultural management, global consumer dynamics, marketing innovation and strategies, and entrepreneurship in different cultures. As a practitioner, he has produced various reports on customer behaviours and strategic positioning for multinational financial service companies, based on his 15 years experiences of working in the international financial services arena in New York, Seoul, Hong Kong, Taipei and Singapore.Dr You-il Lee is Associate Professor in International Business and Deputy Director of the Australian Centre for Asian Business leading the research on Globalization and Asian Capitalism in the International Graduate School of Business at University of South Australia. Professor Lee is a political economist, working on socio-economic and political changes and dynamics of globalization/regional integration in Northeast Asia. He has published widely in leading journals in the areas of Asian Studies, Asian business management and Asian political economy. Professor Lee is currently completing a research book, The Impact of Foreign Multinational Corporations in South Korea: Evolution, Dynamics and Contradictions (Cheltenham: Edward Elgar).

• 1. Introduction  2. Review of Literature  3. Conceptual Model and Methodology  4. Data Collection and Analysis  5. Discussion and Future Studies  6. Conclusion

Dr. Jung Kee Hong is an active contributor and researcher in the field of international business with focal interest of cross-cultural management, global consumer dynamics, marketing innovation and strategies, and entrepreneurship in different cultures. As a practitioner, he has produced various reports on customer behaviours and strategic positioning for multinational financial service companies, based on his 15 years experiences of working in the international financial services arena in New York, Seoul, Hong Kong, Taipei and Singapore.Dr You-il Lee is Associate Professor in International Business and Deputy Director of the Australian Centre for Asian Business leading the research on Globalization and Asian Capitalism in the International Graduate School of Business at University of South Australia. Professor Lee is a political economist, working on socio-economic and political changes and dynamics of globalization/regional integration in Northeast Asia. He has published widely in leading journals in the areas of Asian Studies, Asian business management and Asian political economy. Professor Lee is currently completing a research book, The Impact of Foreign Multinational Corporations in South Korea: Evolution, Dynamics and Contradictions (Cheltenham: Edward Elgar).

• 1. Introduction  2. Review of Literature  3. Conceptual Model and Methodology  4. Data Collection and Analysis  5. Discussion and Future Studies  6. Conclusion

Dr. Jung Kee Hong is an active contributor and researcher in the field of international business with focal interest of cross-cultural management, global consumer dynamics, marketing innovation and strategies, and entrepreneurship in different cultures. As a practitioner, he has produced various reports on customer behaviours and strategic positioning for multinational financial service companies, based on his 15 years experiences of working in the international financial services arena in New York, Seoul, Hong Kong, Taipei and Singapore.Dr You-il Lee is Associate Professor in International Business and Deputy Director of the Australian Centre for Asian Business leading the research on Globalization and Asian Capitalism in the International Graduate School of Business at University of South Australia. Professor Lee is a political economist, working on socio-economic and political changes and dynamics of globalization/regional integration in Northeast Asia. He has published widely in leading journals in the areas of Asian Studies, Asian business management and Asian political economy. Professor Lee is currently completing a research book, The Impact of Foreign Multinational Corporations in South Korea: Evolution, Dynamics and Contradictions (Cheltenham: Edward Elgar).

• 1. Introduction  2. Review of Literature  3. Conceptual Model and Methodology  4. Data Collection and Analysis  5. Discussion and Future Studies  6. Conclusion