Publisher's Synopsis
Success lies, like the tip of an iceberg, on a firm foundation of cross–cultural communication Have you built on that foundation for success? European business needs to do more to establish an assertive presence in the emerging markets of Asia. The front running competitors are the USA and Japan. The onus is now on Europe to listen to Southeast Asia's demands for long–term partnership rather than short–term profit. Corrado G. M. Letta, in this ground–breaking book, examines why European companies have, thus far, failed to claim a significant share of Southeast Asian business. His strategy for success presents strategic planning, organizational/financial engineering, combined with cross–cultural relationships, alliances and human resources. This book will give you the insights required to plan successful joint ventures and establish new export opportunities in Southeast Asia. The call is for a single, collective ‘European Culture' to relate effectively to the cultures in Southeast Asia. The business leaders in Southeast Asia need to partner with powerful trading nations in the global economy. Who will take heed of their message and listen?
" eloquently portrays Southeast Asian needs and masterfully communicates them to European industrialists." M. Abdullah, Director, Malaysian Industrial Development Authority " will contribute to a re–think amongst European decision makers on how to manage a win–win strategic business relationship with Southeast Asian nations in the next millennium." Ambassador Tony K. Siddique, Economic Development Board, Singapore " an important tool for decision–makers in both public and private sectors in Europe." D. Verdiani, Director DGIII Industry, European Commission " Europeans must develop a positive strategy for building on their remaining advantages by means of investment as well as licensing and cooperation agreements " The Earl of Limerick KBE, Chairman, Pirelli UK plc
