It is widely recognized that the practical application of prudent business strategies and management techniques
is particularly sensitive to the specific environmental and cultural characteristics of the society in which it is exercised. This book is a result of the authors' perception of such a situation from a Southeast Asian and Singaporean point of view while teaching courses in management studies at the National University of Singapore.
Using a series of notes and explanatory theoretical expositions accompanied by practical and illustrative case studies taken from genuine working situations within the Asian business environment. the text covers a comprehensive variety of strategy and management concerns. Areas explored include planning. competition. marketing. segmentation. diversification. participative management. international relations. technology transfer and human resource management. The case studies are taken from a diverse spectrum of business concerns from the hotel and oil industries. through orchid-growing and chocolate manufacture. to one of Singapore's most esteemed companies. Singapore Airlines.
The text is accompanied by numerous tables. charts and supplementary documents to enable a deeper understanding of each case within its wider context and to clarify theoretical issues discussed in greater detail in the conceptual chapters. It provides an invaluable handbook for students of Business Administration and Management as well as business managers and strategists ? both practising and aspiring.

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