Navigating ASEAN: Proven Strategies for Consumer Goods from Scholar-Practitioners

Tjandra, Rudolf; Maulana, Amalia E.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2025-09-27

Format: Hardcover

ISBN-13: 9789819697007

DOI: 10.1007/978-981-96-9701-4

Dimensions: 210cm x148cm

Pages: 125