Going East

• A hands-on expert guide to effecetively build your business in East Asia 
• Recommended as a 'must read' for every marketing professional in Fast Moving Consumer Goods (FMCG)
• A unique handbook that explains ho to build your business in other industries, for business owners working in the field of management and advice to help broaden perspective and source best practice ideas

Going East provides fundamental thought from the author on 'what matters most' to run a successful business and to build a strong brand in the context of ASEAN market.
The competitive environment has become much more complex today due to technological change and disruption in the digital era, market dynamic and turbulance as well as the change to consumer behavior and preference.

Dr Rudolf internalizes those elements and translates his deep analysis and understanding into strategies on how to create values and take advantage of the opportunities that abound in this part of the world.