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Tables of Contents for The Changing Face of Multinationals in Southeast Asia
Chapter/Section Title
Page #
Page Count
Acknowledgments
x
Introduction
1
2
Aims and rationale
3
1
Focus ``roots''
4
2
Perspective
6
2
Scope
8
2
Method
10
1
Style and content
11
1
Structure
12
3
Part I The Southeast Asia regional bloc: salient features
15
38
ASEAN business context
17
11
Overview
17
1
Crisis
18
1
Cultural foundations
19
5
Opening up
24
4
Rise of the multinational
28
25
History and current operations
28
4
Moving in
32
21
Part II Organizational change
53
134
Organizational downsizing
55
24
Cost control: initial measures
56
4
The onset of layoffs: rationale for change
60
5
First-wave implementation
65
7
Longer-term measures
72
7
Corporate consolidation
79
24
Status quo: the precrisis years
81
1
Postcrisis consolidation
82
7
Implementation: culture's consequences
89
10
Implementation ``cross-vergence''
99
4
Human resources management
103
40
Recruitment
106
3
Where the twain meet: expatriates v. local recruits
109
6
Managerial rotation
115
3
The rise of the ``younger'' executive
118
2
Reward structure
120
5
Appraisals
125
5
Training
130
10
Language
140
3
Electronic technology
143
18
Local challenges
147
4
Culture factors
151
4
Security
155
2
Response of the multinationals
157
3
Concluding thoughts
160
1
Information tracking
161
26
ISO certification in Southeast Asia
163
1
Rationale for accreditation
164
4
General critiques
168
2
Implementation within ASEAN
170
9
Culture-based resistance
179
4
Tentative resolutions
183
4
Part III Marketing
187
120
The marketing function
191
35
The traditional marketing function
191
2
The rise of Western marketing methodology
193
5
Indigenous resistance
198
11
``Cross-verging'' market practice: hybrid working methods
209
3
Localization: general pointers
212
3
Strategic planning
215
11
Product, brand and pricing strategy
226
30
Traditional practice
229
3
Multinational brand repositioning strategies
232
7
The underflow: forces for adaptation
239
10
``Cross-verging'' brand perspectives
249
7
Advertising and promotion
256
24
The traditional dilemma
257
5
Corporate advertising and promotion retrenchment
262
5
Indigenous resistance
267
2
Intra-ASEAN promotion strategy
269
8
Advertising and promotion strategy ``cross-vergence''
277
3
Distribution
280
27
Traditional ASEAN distribution
282
6
Distribution chain subversion: global corporate fightbacks
288
8
``Cross-verging'' distribution practice
296
11
Conclusions
307
13
The dialectic of ``cross-vergence'': closing summary
309
5
Globalization: toward an integrated redefinition
314
2
Facing the future
316
4
References
320
6
Index
326