Navigating Asean: Proven Strategies for Consumer Goods from Scholar-practitioners - Couverture rigide

Tjandra, Rudolf; Maulana, Amalia E.

Couverture rigide

ISBN 10 : 981969700X ISBN 13 : 9789819697007

Editeur : Palgrave Macmillan, 2025

Synopsis

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.

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2025
• Langue: anglais
• ISBN 10: 981969700X
• ISBN 13: 9789819697007
• Reliure: Relié
• Nombre de pages: 158
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Allemagne