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Navigating ASEAN|Rudolf Tjandra

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

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Overview

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

  • ISBN-13: 9789819697007
  • ISBN-10: 981969700X
  • Publisher: Palgrave MacMillan
  • Publish Date: September 2025
  • Dimensions: 7.7 x 6 x 0.6 inches
  • Shipping Weight: 0.7 pounds
  • Page Count: 125

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