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Marketing, Branding, and Economic Development Policies in Southeast Asia (2)

Sunday 22 March 2015, 1130 – 1300, Auditorium 3

Part 2 of 2. View part 1.

Jeff Burley
University of Oxford

Paul Temporal
University of Oxford


Paper 1: Branding for market development

Paul Temporal
University of Oxford

The power of branding is well-known in the private sector but there is a strong trend towards using private sector branding techniques to enhance market effectiveness in the public sector.

From nations to non-profit organizations, from civil services to cities, from sectors to services, there is no escape from the need to create a perception of differentiation and a positive image. Every country, public sector entity, or company is fighting for share of voice, market access, investment, talent, and stakeholder support. It can be argued that the only way to convince these ‘customers’ that any organization is different and better than its competitors is through the development and management of a strong brand image. It can also be argued that failure to develop and manage strong brands can lead to negative perceptions and underachievement of strategic business objectives.

This presentation will explain the nature of branding, and why it is so important and rewarding for both public and private sectors. Brief examples of how successful brand strategies are developed will be given, and mention will be made of why governments not only use branding techniques themselves but also encourage and assist local companies to do the same.


Paper 2: A comparative study of motivational triggers to recycle among Indonesian and other Asian students in Australia

Agung Yoga Sembada
Sunway University

In business literature, the main focus of research favours the adoption and consumption of goods, leaving significant gaps in the area of disposal and in particular, recycling. Recycling is an accepted norm of behaviour in most Western and advanced countries, yet its adoption remains low in developing countries such as Indonesia. This study aims to establish the groundwork in examining the acculturation of recycling values for Indonesian students studying abroad, and to compare these values with those of students from other Asian countries. Given that the field is relatively unexamined, a qualitative grounded theory approach was adopted. Interviews were conducted with eight international students from Indonesia and several other Asian countries; subsequently, a survey was conducted among a sample of Indonesian students in Australia. One of the most important findings is the commonality of ‘convenience’ as the most important driver of motivation to engage in recycling behaviour among Indonesian and other Asian students. Even when awareness of and intention toward recycling is high, respondents are not likely to recycle if the infrastructure does not encourage it. These findings and their resonance with behavioural incentives theory are then discussed, since its implications are applicable to other areas besides recycling.


Paper 3: Laos: Entrepreneurship and SME Development towards ASEAN Economic Integration

Balbir Bhasin
University of Arkansas Fort Smith

Lee Keng Ng
Toulouse Business School

As with most newly emerging economies, Laos needs to develop its small and medium sized enterprises (SMEs), which is the key engine for growth for all Southeast Asian countries. Laos is the one of the few remaining communist countries in the world, but it too has recently transited to a market economy like its neighbor Vietnam. This paper evaluates the strategy and policy that needs to be in place for the country to succeed in private sector development with particular emphasis on creating the environment for stimulating economic activity particularly towards privatization and development of SMEs.