Despite the regional currency crisis of 1997-1998, Asia-Pacific economies continue to be among the most attractive markets in the world. Although Japanese and American firms have invested heavily in those economies, European firms are poised to take advantage of the post-Asian recovery, phenomenal Chinese growth rates, and deepening economic liberalization. Here, original essays focus on the market and non-market strategies employed by European firms to boost their share of the Asian market and to rally European governments and the European Union in support of their initiatives. In addition to a novel theoretical framework to analyze strategy, three chapters focus on investment trends in Asia, lobbying in Asia, and the EU. The book also includes original case studies of the air transport, automobile, software, and finance sectors.