Business of ASEAN: Preparing SMEs for AEC2015
Manila, Philippines—On October 21, 2014, Asia Society Philippines and the Asian Institute of Management’s ASEAN 2015 Project, with the support of GoNegosyo, hosted the second session for its Understanding ASEAN series, Part 2: Business of ASEAN at the Asian Institute of Management’s Fuller Hall.
The Understanding ASEAN series hopes to explore the implications of the ASEAN Economic Community (AEC) 2015 through a dynamic, engaging and multi-disciplinary series of dialogues. This session tries to delve into the impact of the regional integration on business, especially small and medium enterprises (SMEs).
Professor Federico M. Macaranas moderated a panel discussion with speakers that included the President of Roberto & Associates, Inc, Dr. Eduardo Roberto, Chief Executive Officer of VMV Hypoallergenics, Laura Verallo de Bertotto, and Chairman and Chief Executive Officer of Sterling Paper Group of Companies, Henry Lim Bon Liong.
Key Takeaways:
• DR. EDUARDO ROBERTO touched on the ASEAN Psyche and the importance of practicing both qualitative and quantitative market research. By having this two-prong approach, a business is able to strengthen its market management, which properly prepares them for the approaching regional integration.
• LAURA VERALLO DE BERTOTTO shared insights in her experience managing a local SME that have been able to enter the international market. She stresses the need to have an engaged and genuine relationship with customers. It is this customer intimacy that has enabled her to transcend from the local market into the broader international market. She holds authenticity as a core value she strives to maintain in her company as it fosters trust and goodwill, not only in its external relations, but also internal as well.
• HENRY LIM BON LIONG, in contrast to Ms. Bertotto, talked more about the systematic and scientific approach in which his businesses are rooted in. He highlighted the importance of research and development and quality control, and how those can be a way to change the mindset of the customers and different stakeholders. In light of the regional integration, he encourages all to see competition as a way to keep everyone from being complacent—to seek self-improvement that will reflect in business and other aspects of life.
The Open Forum gave the participants to engage the speakers by asking questions that explored the potential challenges of SMEs face. After, Professor Macaranas synthesized the key points raised and emphasized the importance of knowing the market and approaching the challenges head on.
The next session will be held on December 10 and will cover the topic of Disaster Management.
Understanding ASEAN is a four-part series that aims to explore the opportunities and challenges through a multi-dimensional series of programs. Media partners are ANC, Business Mirror, Business World, Malaya Business Insight, 99.5 Play FM, 9 News and DZAR 1026 SMNI Radio.