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These days, a Western company''s toughest competition in Asia is likely to come not from familiar rivals but from lesser-known Asian companies based in countries other than Japan. These companies often use unusual tactics and strategies, and those who wish to compete with them should learn eight new rules of Asia''s competitive game. First, it is better to be always first than always right. Second, control the bottlenecks in the supply chain. Third, build walled cities; that is, create a dominant position in an industry. Fourth, bring market transactions in-house. Fifth, leverage your government''s goals. Sixth, use a networked style of company organization. Seventh, make commercialization the equal of invention, and eighth, remember that what you don''t know, you can learn. Western companies must learn the rules of the new competitive game and then decide whether to follow them or to break them.