OFF THESHELF

Inspiration in challenging times

DAVID JOHNSON

We are living in unprecedented times in Thailand. No one can really see what the future will bring and uncertainty and instability remains the order of the day.

Former premier Thaksin Shinawatra continues to circle the country, keeping the powers that be on edge with his finely polished media skills. His recent appointment of Edelmann Public Relations in Hong Kong is a sign that he's just warming up.

Astrologers are predicting a difficult time ahead too. The recent crowds at district offices are testament to a fear factor that is growing as people change their names in hope of better alignment and better fortune in the Year of the Pig that begins next month.

But, while Thailand is charting a course in uncharted waters, it is all too easy to look at the negatives and lessons of the past. A look outside of Thailand's borders can provide some inspiration for the future.

Admittedly many companies did go bust during the economic crash of 1997, but there were also plenty that took far-sighted steps, confident in the long-term economic growth of Thailand, from which they are reaping the benefits today.

Take the example of Black Canyon, a company founded by Thanong Bidaya and Pravit Chitnarapong that used the crisis to expand into prime retail locations, sometimes for rock-bottom prices. The restaurant chain can now be found in over 100 locations in Bangkok alone as well as in Malaysia, Indonesia, Singapore, Cambodia and Burma.

This is one of many companies highlighted in Think Asean! (795 baht, McGraw Hill, hardback) by Philip Kotler, Hermawan Kartajaya and Hooi Den Huan. It suggests marketing initiatives for companies looking to take advantage of the 550 million people in the 10-nation bloc.

The book contains three parts. Part one describes the landscape of Asean and explains clearly why Asean marketing is needed. Parts two and three discuss companies that have been successful in implementing Asean marketing strategies.

Part two focuses on short cases of companies including Bengawan Solo (Singapore), Dji Sam Soe (Indonesia), Goldilocks (the Philippines), Royal Selangor (Malaysia), Black Canyon (Thailand) and Number One Tonic Drink (Vietnam). Part three contains more comprehensive cases of selected companies including AirAsia and Yamaha.

Dr Kotler and his co-authors buck the trend of the innumerable business books being churned out to dissect the new Asian economic superpowers of China and India. The authors instead focus on what they call the increasingly borderless region of Southeast Asia, where there are major opportunities for investment and expansion.

Their book is about recognising those opportunities and attempts to provide marketing insight and intelligence on how to go about growing businesses.

Another titan of the business world released a book recently that is the result of his speaking tours and numerous questions from students and businesspeople since the release of Winning in 1995.

In a companion to the best-selling book _ a marketing ploy Dr Kotler would applaud _ Jack Welch and his wife Suzy go about answering the 74 toughest questions that they have been asked about points raised in Winning.

The result is Winning: The Answers (450 baht, Collins, paperback). It offers a sense of the huge popularity of Winning. "No other management book would ever be needed", uber-investor Warren Buffet said of the 1995 tome, and it seems that many have taken his words to heart.

The book is an extended Q&A session set in locations throughout the United States, South Africa and Europe. Even Billericay in Essex, England, a town made famous by the Ian Dury song Billericay Dicky, gets a mention.

Asia, well known for the lack of active Q&A at events, gets a bit sidelined, accounting for just four of the 74 questions: two each from India and Indonesia.

Despite this, the book provides provide plenty of insight, in MTV bite-sized morsels, and covers all the main bases, from global competition and leadership, to management principles and practices, careers, working with the family, and on simply winning and losing too.

Both books should provide a full array of "how-to" knowledge and ideas that may get business leaders off the Prozac and back into the marketplace.

David Johnson is managing director of DB Partnership, a custom publishing and communications company. For inquiries on PR, media management or marketing services, e-mail: david@db-partnership.com. All books are available at Asia Books and other leading bookstores.

Bangkok Post
Wednesday January 31, 2007