New Page 1 Overview Think ASEAN! explores how companies should think of ASEAN as one borderless market that requires different marketing strategies to capture. It offers fresh perspectives to marketers all over the region on the upcoming trends of regionalization that can cause significant changes in future marketing activities. It argues that ASEAN marketers should not only be concerned about their local or global but also their regional marketing activities. The book contains three parts. Part I describes the landscape of ASEAN and explains clearly why ASEAN marketing is needed. Parts II and III discuss companies that have been very successful in implementing ASEAN Marketing. Part II looks at short cases of companies to explore their core marketing strategies; these companies include Bengawan Solo (Singapore), Dji Sam Soe (Indonesia), Goldilocks (the Philippines), Royal Selangor (Malaysia), Black Canyon (Thailand) and Number One Tonic Drink (Vietnam). Part III contains more comprehensive cases of selected companies including AirAsia and Yamaha. Features of This Book § Think ASEAN! is the first publication of the Philip Kotler Center for ASEAN Marketing. § Special foreword written by Ong Keng Yong, the Secretary-General of ASEAN § There are several marketing models developed by the authors e.g., the 4C Diamond sub-model and the Sustainable Model. § The 20 companies featured as case studies are excellent working models of companies that have used the positioning-differentiation-brand triangle successfully to market their brands.

This book undertakes an in-depth examination of the dynamics of commitment in U.S.-Southeast Asia strategy. Drawing on cases including the U.S. withdrawal from Vietnam and Washington’s pivot to Asia amid China’s growing regional role, it constructs an original balance of commitment model to explain continuity and change in U.S.-Southeast Asia policy. Balance of commitment goes beyond balance of power approaches to explains how translating Southeast Asia’s importance in U.S. thinking into actual commitments has proven challenging for policymakers as it requires simultaneously calibrating adjustments to power shifts, threat perceptions and resource extraction. The book applies the balance of commitment approach to several practical case studies, based on hundreds of conversations with policymakers and experts in the United States and Southeast Asia, personal experiences across nearly two decades and primary and secondary source material across a half-century. The findings suggest that the challenges of U.S. commitment to the region are rooted not simply in differences between administrations or divergences in outlook between Washington and regional capitals, but tough balancing acts for U.S. policymakers in domestic politics and wider foreign policy. As such, shaping U.S. strategy in Southeast Asia and calibrating and sustaining commitment requires not just appreciating Southeast Asia’s significance, but committing to the region in ways that manage structural aspects of U.S. thinking, capabilities and resourcing.

Contrary to the prevailing view in the West that the 500-year dominance of Western civilization points to it being the only universal civilization. Can Asians Think? argues that other civilizations may yet make equal contributions to the development and growth of mankind. Hailed as “an Asian Toynbee” and “the Max Weber of the new Confucian ethic”, Mahbubani continues to illuminate his central arguments with new essays in this fourth edition.

Written by the highly regarded diplomat Marty Natalegawa, former ambassador and foreign minister of Indonesia, this book offers a unique insider-perspective on the present and future relevance of ASEAN. It is about ASEAN’s quest for security and prosperity in a region marked by complex dynamics of power. Namely, the interplay of relations and interests among countries — large and small — which provide the settings within which ASEAN must deliver on its much-cited leadership and centrality in the region. The book seeks to answer the following questions: How can ASEAN build upon its past contributions to the peace, security and prosperity of Southeast Asia, to the wider East Asia, the Asia-Pacific and the Indo-Pacific regions? More fundamentally and a sine qua non, how can ASEAN continue to ensure that peace, security and prosperity prevail in Southeast Asia? And, equally central, how can ASEAN become more relevant to the peoples of ASEAN, such that its contributions can be genuinely felt in making better the lives of its citizens?

Founded in 1967, the Association of Southeast Asian Nations (ASEAN) has emerged as one of the most successful regional organizations in the world. This book discusses the future of ASEAN against a backdrop of a growing US–China rivalry and the security implications of COVID-19. Chapters in this book move through a history of ASEAN and its multilateral institutions, including the ASEAN Regional Forum (ARF) and the East Asia Summit (EAS), featuring rare photographic material to contextualize both recent developments in regional security and projections for ASEAN’s prospects. Key concepts and terms are unpacked throughout, with the chapters focusing on rapidly changing international and regional environments, economic insecurities such as trade conflicts, human rights, and ASEAN identity, and providing extensive analysis of the factors challenging the principle ASEAN Centrality and the Indo-Pacific security architecture. The concept of security community frames this book, despite being subject to change if intraregional discord and institutional stagnation take hold. As a discussion of the role and future of ASEAN in a pivotal period of world history, ASEAN and Regional Order will prove vital to both students and scholars of international relations, regional organizations, and Asian studies more broadly.

One of the primary objectives of the ASEAN Economic Community (AEC), established in 2015, was to boost skilled labor mobility within the region. This insightful book takes stock of the existing trends and patterns of skilled labor migration in the ASEAN. It endeavors to identify the likely winners and losers from the free movement of natural persons within the region through counterfactual policy simulations. Finally, it discusses existing issues and obstacles through case studies, as well as other sectoral examples.

In 2007, a survey – the first of its kind – was carried out to gauge young people’s awareness of and attitudes towards ASEAN, following the decision by ASEAN heads of state and government to accelerate the date for accomplishing an integrated ASEAN Community by 2015. Views and attitudes from university undergraduates in the ten ASEAN member states who participated in the survey indicated a nascent sense of identification as citizens of the region as well as their priorities for important aspects of regional integration. An update to the 2007 survey was carried out in 2014–15 among the same target population but with an expanded scope of twenty-two universities and institutes of higher learning across the ten member states. In the updated survey, we found that there are more ASEAN-positive attitudes region-wide, but there are also increases in ASEAN-ambivalent attitudes at country-level in some ASEAN members. Young people’s priorities for important aspects of regional integration have also shifted away from economic cooperation to tourism and development cooperation. New questions in the latest survey also allow us to demonstrate the descriptive vocabulary and cognitive maps students hold for the region and its nations. This book details the key findings of the updated survey compared to the earlier survey. These include nation-by-nation results and a summary of region-wide trends, as well as what they suggest for the prospects of ASEAN integration beyond 2015. These are assessed in a chapter providing broad recommendations for policymakers and educators in the ASEAN member states.

Asian security institutions have struggled to adapt to the so-called 'non-traditional' security issues that characterise the strategic landscape of the 21st century. The resulting gaps in governance have increasingly been filled by think tanks, which have arguably begun to change the way that Asian security is governed.

As the world's most dynamic region, Asia embodies explosive economic growth, diverse political systems, vibrant societies, modernizing militaries, cutting-edge technologies, rich cultural traditions amid globalization, and strategic competition among major powers. As a result, international relations in Asia are evolving rapidly. In this fully updated and expanded volume, leading scholars from Asia, Europe, and North America offer the most current and definitive analysis available of Asia's regional relationships. They set developments in Asia in theoretical context, assess the role of leading external and regional powers, and consider the importance of subregional actors and linkages. Combining interpretive richness and factual depth, their essays provide an authoritative and stimulating overview. Students of contemporary Asian affairs—new to the field and old hands alike—will find this book an invaluable read. Contributions by: Amitav Acharya, Sebastian Bersick, Nayan Chanda, Ralph A. Cossa, Michael Green, Samuel S. Kim, Edward J. Lincoln, Martha Brill Olcott, T.V. Paul, Phillip C. Saunders, David Shambaugh, Sheldon W. Simon, Scott Snyder, Robert Sutter, Hugh White, and Michael Yahuda