European retail expansion in South East Asia

Considers the interest shown by European retailers in the markets of South East Asia and places this interest within the wider context of East Asian markets. European retailers’ interest in the region has been a feature of recent developments in international retailing. Charts the growing interest in the region and the relative attractions of different markets and critically evaluates the assumptions that are made about East Asian markets and suggests that a far more rigorous set of criteria should be employed when evaluating markets in the region. Evaluates the implications of the recent financial and economic crises on European retail investment in the region.