Rudolf Tjandra, Amalia E. Maulana

Navigating ASEAN (eBook, PDF)

Proven Strategies for Consumer Goods from Scholar-Practitioners

• Format: PDF

Produktbeschreibung

This book offers a unique fusion of cultural intelligence and practical strategy for navigating Indonesia's fast-evolving consumer goods sector. Rooted in the scholar-practitioner ethos, it draws on field-tested frameworks and decades of hands-on experience to decode the complexities of doing business in one of Southeast Asia's most dynamic markets.

Central to this exploration is the use of ethnographic marketing research - a powerful tool that reveals nuanced consumer behaviours across Indonesia's richly diverse cultural landscape. By examining real-world case studies and emergent market trends, the authors provide a roadmap for aligning leadership, strategy, and local insights.

Readers will gain valuable knowledge on how to apply concepts such as emergent planning and complex adaptive systems within a culturally embedded business context. These innovative perspectives bridge theory and practice, equipping executives, entrepreneurs, and marketers with actionable strategies to thrive amid volatility, cultural diversity, and rapid economic transformation.

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Produktdetails

• Verlag: Springer Nature Singapore
• Seitenzahl: 125
• Erscheinungstermin: 26. September 2025
• Englisch
• ISBN-13: 9789819697014
• Artikelnr.: 75531113

Autorenporträt

Dr. Rudolf Tjandra currently serves as the Director in Charge of the Consumer Health Division of Indonesia's largest and fastest-growing publicly listed company: Kalbe Group. He possesses a career spanning nearly three decades, during which he has held various pivotal management and C suites roles including as CEO in prominent companies both domestically and internationally.

Prof. Amalia E. Maulana, Ph.D. is a Professor in Marketing at BINUS University. Before joining as a faculty member and academic researcher, Prof. Amalia had over 15 years of experience as a professional in branding, holding key leadership positions in various companies, such as Unilever Indonesia, Frisian Flag Indonesia, Reckitt & Colman Indonesia, Nutricia Indonesia, and Insights Asia.

Inhaltsangabe

Chapter 1: Emic and Etic Marketing Approaches Applying Anthropological Concept to Marketing.- Chapter 2: Do You Have What It Takes to Succeed in Emerging Indonesia?.- Chapter 3: Move On From China, Go ASEAN.- Chapter 4: Indonesian Market: Consumer Insight and Proven Strategy - A closer look into ASEAN's largest economy.- Chapter 5: Creating Value in Our Super Competitive ASEAN.- Chapter 6: Consumers Buy Values NOT Products.- Chapter 7: Brand, Brain, Behaviour.- Chapter 8: The Power of Storytelling in FMCG Branding.- Chapter 9: Best Practices Are Not Always the Best.- Chapter 10: Performing for a Better Tomorrow.- Chapter 11: Strategic Planning in the Real World.