The Changing Face of Multinationals in South East Asia

By Tim Andrews, Bryan J. Baldwin, Nartnalin Chompusri

© 2002 – Routledge

344 pages

Purchasing Options:
Paperback: 9780415260961
pub: 2002-10-03
US Dollars$66.95
Hardback: 9780415260954
pub: 2002-10-03
US Dollars$210.00

e–Inspection Copy

About the Book

This book examines how and why corporate strategy, structure and culture is continuing to change markedly in South East Asia. Among the issues that have forced widespread changes in the region are the economic meltdown, the growth in electronic technology, regional market integration, changing levels of education, business process standardisation and transparency measures, the rise in 'corporate governance' and political developments among the targeted countries. Specifically, this book discusses the changing nature of MNC business culture, strategy and practice in the ASEAN regional trading bloc. This comprises Thailand, Vietnam, Myanmar, Lao PDR, Malaysia, Singapore, Indonesia, Brunei and the Philippines. This book provides a rich and detailed account of how and why these organisations are evolving and restructuring in the post-economic crisis era. Multiple, in-depth case-studies are incorporated from the point of view of participants.

Table of Contents

Part 1 1. ASEAN Business Context 2. The Rise of the Multinational Part 2 3. Organizational Downsizing 4. Corporate Consolidation 5. Human Resource Management 6. Electronic Technology 7. Information Tracking Part 3 8. The Marketing Function 9. Product, Brand, and Pricing Strategy 10. Advertising and Promotion 11. Distribution

About the Authors

Tim G. Andrews is Senior Lecturer in International Marketing at Bristol Business School, University of the West of England. He is currently publishing a body of work on business/strategy in the Greater Mekong Subregion. Prior to his appointment in the UK he was a Market Development Executive (Laos and Yunnan) for a major oil corporate subsidiary based in Thailand. Bryan J. Baldwin OBE is Senior Advisor to the Loxley Conglomerate in Bangkok. With over 20 years experience as Chief Executive for Castrol (Thailand) Ltd he is one of the most well-known and highly regarded Western business executives based in SE Asia. Formerly Chairman of the British Chamber of Commerce in Thailand Bryan was awarded the OBE in 1994 for "services to British Commercial interests in Thailand." Nartnalin Chompusri was a marketing executive for several multinational telecommunications corporations based in SE Asia. She currently works at University of West of England in a technical capacity.

About the Series

Working in Asia

This series is designed to offer a fresh and added dimension to the standard academic texts in the area of Asian Business. The titles in the series aim to show how corporations in Asia work in practice, and how change is being experienced by individual members of these organisations. The series will be of interest to students and also to new managers assessing the Asian job market and working environment. Working in Asia is designed to:
* provide readable texts illustrating topics relevant to studies of contemporary business management in Asia
* take an insider's view of changes impacting on the experience of working in corporations in Asia
* illustrate how and why these changes are occurring
* illustrate vividly how individual members of these corporations are recognizing opportunities arising from change
* make general predictions on how working in and with corporations in Asia will change in the near future.

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / International / General