Ethnic Chinese businesses have been diversifying their businesses with horizontal
integration (or “structurers”). In the face of globalization, they may still have to compete
with MNCs that constantly produce new products and services of high quality and
international brands. With rising income and sophistication, as well as greater exposure to
advertisement, consumers in Asia have become more informed and discriminating in
their purchases. The main issue facing ethnic Chinese business in Singapore in years to
come is how to compete successfully with their own branded goods and services on a
global scale, given their existing comparative advantages..