Abstract
The current research study aims to explain how Asian brands are penetrating
the medical equipment market in Latin America. Asian players are divided in
Japanese, Chinese and Korean. Differences are found in terms of penetration
strategies and product development level. Therefore, Japan arises as the
leading Asian technology in the continent due to brand reputation. China is
strong in terms of market penetration thanks to one company: Mindray. Korean
technology comes third in end users' perception as a result of a narrow
portfolio offering. Overall, as Asian brand perception evolves, future
scenarios show an increasing participation of the main brands.
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