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The Changing Face of Multinationals in South East Asia


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Table of Contents

Part 1 1. ASEAN Business Context 2. The Rise of the Multinational Part 2 3. Organizational Downsizing 4. Corporate Consolidation 5. Human Resource Management 6. Electronic Technology 7. Information Tracking Part 3 8. The Marketing Function 9. Product, Brand, and Pricing Strategy 10. Advertising and Promotion 11. Distribution

About the Author

Tim G. Andrews is Senior Lecturer in International Marketing at Bristol Business School, University of the West of England. He is currently publishing a body of work on business/strategy in the Greater Mekong Subregion. Prior to his appointment in the UK he was a Market Development Executive (Laos and Yunnan) for a major oil corporate subsidiary based in Thailand. Bryan J. Baldwin OBE is Senior Advisor to the Loxley Conglomerate in Bangkok. With over 20 years experience as Chief Executive for Castrol (Thailand) Ltd he is one of the most well-known and highly regarded Western business executives based in SE Asia. Formerly Chairman of the British Chamber of Commerce in Thailand Bryan was awarded the OBE in 1994 for "services to British Commercial interests in Thailand." Nartnalin Chompusri was a marketing executive for several multinational telecommunications corporations based in SE Asia. She currently works at University of West of England in a technical capacity.


"The Changing Face of Multinationals in Southeast Asia provides a very much needed hands-on interpretation of business practices in the region. It is important reading for anyone doing business or planning to do to business in SE Asia." - David A Ralston, Professor and Price Chair in International Business, University of Oklahoma

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