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Full Description
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.
Contents
Chapter 1: Emic and Etic Marketing Approaches - Applying Anthropological Concept to Marketing.- Chapter 2: Do You Have What It Takes to Succeed in Emerging Indonesia?.- Chapter 3: Move On From China, Go ASEAN.- Chapter 4: Indonesian Market: Consumer Insight and Proven Strategy - A closer look into ASEAN's largest economy.- Chapter 5: Creating Value in Our Super Competitive ASEAN.- Chapter 6: Consumers Buy Values NOT Products.- Chapter 7: Brand, Brain, Behaviour.- Chapter 8: The Power of Storytelling in FMCG Branding.- Chapter 9: Best Practices Are Not Always the Best.- Chapter 10: Performing for a Better Tomorrow.- Chapter 11: Strategic Planning in the Real World.
