Addressing the mega imbalance: interpretive exploration of Asia

Purpose – In this editorial introduction to the special issue, the authors lay out the problem of inadequate qualitative research about markets and consumers in the vast demographic‐economic space represented by Asia and present an integrative view of six articles that tackle this problematique. The aim of this editorial and the rest of the special issue is not so much to redress  the imbalance of inadequate qualitative work on Asia's markets and consumers, but rather to begin to address  the problem and start offering directions and suggestions that may make strides toward addressing it. Design/methodology/approach – This editorial introduction presents the perspectives of the special issue editors and introduces the six articles that are part of this issue. It is a conceptual piece. Findings – While the authors' main goal here is to summarize and introduce the work of the authors featured in this issue, they also strive to present a meta‐theoretic frame to guide future similar efforts. Practical implications – The efforts of the authors in this special issue should serve as demonstrable evidence that interesting, well‐executed qualitative research on Asian markets and consumers is possible and publishable, and motivate other researchers – particularly those based in Asia – to undertake further such work. Social implications – Qualitative work on Asian markets and consumers, particularly if produced organically in Asia, would help in a rounder and more insightful understanding of this demographically enormous, culturally rich and economically rising space. Originality/value – The value of this introductory piece lies in its integration of the articles in the issue, and in presenting a meta‐theoretic frame on the central problematique of inadequate qualitative research on markets and consumers of Asia.