Navigating ASEAN: Proven Strategies for Consumer Goods from Scholar-Practitioners
暫譯: 東協導航：學者與實務者的消費品成功策略

Tjandra, Rudolf, Maulana, Amalia E.

Navigating ASEAN: Proven Strategies for Consumer Goods from Scholar-Practitioners
  • 出版商: Palgrave MacMillan
  • 出版日期: 2025-09-27
  • 售價: $1,760
  • 貴賓價: 9.5 折 $1,672
  • 語言: 英文
  • 頁數: 125
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 981969700X
  • ISBN-13: 9789819697007
  • 相關分類: 行銷/網路行銷 Marketing

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商品描述

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.

商品描述(中文翻譯)

本書提供了一種獨特的文化智慧與實用策略的融合，以應對印尼快速發展的消費品領域。根植於學者與實務者的精神，該書利用經過實地驗證的框架和數十年的實踐經驗，解碼在東南亞最具活力市場之一的商業複雜性。

這一探索的核心是使用民族誌行銷研究——這是一種強大的工具，能揭示印尼豐富多樣文化背景下的細微消費者行為。通過檢視真實案例研究和新興市場趨勢，作者提供了一條將領導力、策略和當地見解對齊的路線圖。

讀者將獲得有關如何在文化嵌入的商業環境中應用新興規劃和複雜適應系統等概念的寶貴知識。這些創新的觀點橋接了理論與實踐，為高管、企業家和行銷人員提供了可行的策略，以在不穩定性、文化多樣性和快速經濟轉型中蓬勃發展。

作者簡介

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.

作者簡介(中文翻譯)

Rudolf Tjandra 博士 目前擔任印尼最大且成長最快的上市公司 Kalbe Group 的消費健康部門負責人。他的職業生涯跨越近三十年，期間在國內外的多家知名公司擔任過各種關鍵管理和高層職位，包括首席執行官 (CEO)。 Amalia E. Maulana 教授，博士，是 BINUS 大學的行銷教授。在成為教職員和學術研究者之前，Amalia 教授在品牌領域擁有超過 15 年的專業經驗，曾在多家公司擔任關鍵領導職位，如印尼聯合利華、印尼弗里西安旗、印尼瑞克特與科爾曼、印尼營養公司及 Insights Asia。

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