This book, with its case studies of 13 Asian companies and its explanation of their hidden strategies and successes, contains an incitement to prepare ourselves in the West for the coming era dominated by East Asia. These preparations should consist of serious attempts to understand the cultural identity of major Asian countries. In addition, we should study the corporate culture and business strategies of those Asian companies which will appear in the Western market rather soon. We have selected the most relevant and important companies in this respect. This book results from a research project completed by members of the research group belonging to the chair Asian Business Strategies of the International Business School of Hanze University of Applied Sciences (Groningen, The Netherlands).