Cultural Diversity In The Global Melting Pot

2 Publications Fostering Economic And Social Integration

‘JJ’ Jeremy Johanson

On the human scale, whether socially or economically, our planet Earth is getting smaller. We now live in a global Village where countries are no longer separate autonomous entities, but neighbouring communities interacting in a time span as rapid as modern-day communication tools permit, meaning instantaneously.

Today, we lay at the crossroads of divisional separatism and harmonious integration. Where past choices were made by a dominating few, the future success of entrepreneurs and individuals will be based on honest ethical one-to-one communication, rather than glossy mirages exalting unverifiable half-truths.

Recognizing cultural differences as unique strengths can serve as a foundation for building a sustainable global future, as long as each of us are open enough to go halfway in an effort to communicate with our neighbour, either next-door, or on the other side of the world.

The process starts with understanding through education, fostering tolerance and compassion, traits that are already embedded in Thai culture.

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Thai Brands…

It’s Time To Fly!

 

Golden opportunities exist for Thai brands to become global leaders, the likes of Microsoft, Coke, Nestle and Starbucks. Case studies in this book site 14 local brands that have great potential to become global leaders, through creation of a modern unique identity built on a firm balanced foundation between product and human resources.

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	Somsak Thepsutin Minister of Industry “Thailand needs to build global brands to further strengthen our position in the global market. The government is taking initiatives to help Thailand’s brands be accepted worldwide, and several Thai brands are now being recognized internationally. A good example of this is the government’s efforts to brand Thai clothing for export markets. In the future, this will add value to the products, by as much as a factor of three, based on international comparisons.”
	Danai Chanchaochai CEO – MDK Consultants “Building brands is the most critical communications activity in today’s competitive global market. Having strong brand equity is like having health and stamina to take your product or service through the ups and downs of your market environment and through crises, both in the short and long term. This book, which gives the background and strategy of various successful brands, should educate and inspire Thai entrepreneurs and marketers to capture more of the global market.”
	Parames Rachjaibun President – Advertising Association of Thailand “Entrepreneurs need to pay attention to brand building. When successful, brands are an invaluable asset. Brands stay in the consumer’s mind and have a great impact on buying decisions. Sometimes over and above any other factors. This book is very timely and is well written by Khun Danai, who is known for his in-depth knowledge of branding from both theoretical and practical viewpoints.”
	Saichon Payaonoi President – Plantation and Farm Design “It has always been a project for Thailand to have brands recognizable worldwide. One of the keys to mass branding in Thailand is the involvement of SME companies on a large-scale. Most important is ensuring high-quality to ensure success. Secondly and thirdly, you need to maintain a good product, as well as a motivated highly skilled workforce. These are the three keys to success. But the master key to unlock your success is the human component, understanding the wants and needs of your collaborators.”
	Chalit Limpanavech Chairperson – Marketing Communications Department, Assumption University “As we enter into the world of consumer globalisation, it means that Thailand is no longer a country, but only a small village in the world community. You have to look at the consumer as the most important person, to read his mind, to meet his demands, to gain ‘consumer insight’. Companies may enter the market with a low price as a vehicle, so that people will try their product. But once people get to know and get ‘addicted’ to their product, with the right advertising and PR, they can increase their price. Get people to say, “I want to try this, because it is very good”. Because, the best advertising is word-of-mouth. If you make use of this through technology, the Internet, then you can become a world brand leader.”
	M.L. Sirin Rongthong MD – LadySirin “It’s very important to ensure that you have a strong brand, with an aggressive product. Having something extra, that will help you with your advertising message, assuming that you have done everything to make a good product.” www.mambosmile.com

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Practice Speaking French

A Phrasebook by Dr. Parichart Jumsai na Ayudhya

A multitude of books exist promoting the understanding between Thai and Foreign languages. Languages, like French, need proper guidance not only for learning grammar, but pronunciation. Dr. Parichart, who holds degrees in masters and doctoral studies from the famous Sorbonne University in France, has just written a new phrasebook and CD, not only clearly explaining French pronunciation in Thai spelling, but full of French cultural insights as well!

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	Laurent Aublin Ambassador -France “There is a wrong idea that in the world of globalisation, now people only need to have one language. This would be a disastrous consequence of globalisation, because the world is still a very diverse place, and this is a very good thing. It gives a fantastic richness to the world that there are so many different cultures. There is a dynamism in language which is something living. This creates contact. Also, it’s fantastic to be able to think in different languages. It really enlarges our way of thinking, our way of seeing the world. I hope, I’m sure, I’m convinced, that this makes people more tolerant and makes the world a better place, where people can accept each other and are able to develop very substantial and very pleasant relations.”
	Dr. Rachid Bouzennoun Chairman and CEO – Hyatt 7 “The most important reason to learn a foreign language, a language different to your own, is to see history. To learn about different societies, different ways of life. You can then enter more and more deeply into local peoples lifestyles. If you know two languages or three or four or five, or more, it opens up the scope of your knowledge, allowing you to learn and explore and participate in things that you might not otherwise be able to. For Thais who are learning French and French who are learning Thai, books like this are key to helping different civilizations interact and learn from each other.”
	Uraiwan Kornvityasinn Manager – Chulalongkorn University Book Centre “It is very very important to learn more than two languages. We should not only better know our Thai and English, but also the other languages like French. I myself have tried Dr. Parichart’s book and CD, and even know I don’t know much about France, this book has inspired me to go to Paris. I think that it helps understand Parisians better. It teaches us about culture, what different people think and it leads us to better understanding. I believe that understanding about culture can bring us to peace.”

www.chalermnit.com

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