The Changing Face of Multinationals in Southeast Asia

Shaken by a recent confluence of external forces, multinational corporations have entered a new era of global turmoil and uncertainty; gripped by the regionwide economic meltdown of the late 1990s, Southeast Asia stands at the cusp of this new, unprecedented era of global change. This book, written from an insider's perspective, reveals how and why the world's foremost companies have sought to revive and develop their fortunes in this emerging and strategically critical region. Founded on practitioner insights, the authors outline recent corporate-oriented programs of change post-crash. Over time what has emerged are "compromise" business methods, in the light of which the book proposes a "cross-vergent" framework for strategic thinking, composed from the best of both Western and Eastern managerial cultures. Drawing on the authors' combined experience of corporate methods in the region, the book represents a ground-breaking, completely up-to-date analysis of the cultural foundations of international management strategy. In an era of increasing speed, risk and uncertainty, The Changing Face of Multinationals in Southeast Asia draws a blueprint for sustainable competitive advantage, based upon inherent synergies that can be gained from an integrated East -- West corporate approach. This much needed volume will be relevant, topical reading for students on MBAs and international business courses, as well as for current or aspiring managers in the Southeast Asia region. Book jacket.

Tim G. Andrews is Senior Lecturer in International Marketing, Bristol Business School, University of the West of England Nartnalin Chompusri is Marketing Officer at the Bristol Business School, University of the West of England Bryan J. Baldwin OBE is Chairman of Trafalgar International, Global Investments Ltd, Evergreen Comware and Director of PCI International