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    Virtual Class: The Global Masterclass on All ASEAN brands

    Thursday, April 9, 2020 at 8:00 AM until 9:00 AMMalay Peninsula Standard Time UTC +08:00

    ASEAN’s Three-Way Brand Battlefield: GAFA, BAT VERSUS HOMEGROWN BRANDS

    South East Asia’s economy has outperformed many others. Its rapid growth has also changed in nature: over 300 million digitized consumers connected on Internet, engaged on social media platforms, through their smart phones and increasingly buying through eCommerce channels. 

    All of these factors made ASEAN to a very attractive battle ground for the Digital Giants, like GAFA from the US (Google, Amazon, Facebook and Apple) and BAT from China (Baidu, Alibaba, Tencent). Yet, ASEAN’s regional business community itself has produced interesting digital brands. This Virtual Masterclass will discuss which are the new ASEAN-born digital brands taking on the international entrants from China and the US. ASB research on 2,645 brands with international popularity has identified ASEAN’s homegrown brands successfully competing. The class will also cover the principles of internationalization patterns of brands.

    About Prof. Willem Smit

    Prof. Willem Smit is an Assistant Professor of Marketing at the Asia School of Business and an International Faculty Fellow at MIT Sloan. His main expertise lies in strategy making and managerial cognition, particularly in the areas of digital marketing, global branding and new venture marketing. Prof. Smit earned his doctorate in Marketing from the Erasmus University in Rotterdam, the Netherlands.

    Prior to joining ASB, he was at IMD in Lausanne, SMU and NUS in Singapore, where he designed and delivered MBA and executive development programs for multinational companies in the telecom, pharmaceutical and consumer-packaged goods industries.

    Can't make the Virtual Masterclass? A recording and slides will be available to all registrants after the class ends.
     

    Registration is no longer available because the registration deadline has passed.