Competitiveness imperatives in Asean Economic Community

Even before it officially comes to life, the looming Asean integration has started to redefine the rules of business for Filipino enterprises that have made the global marketplace their playing field.

As the day of reckoning approaches, the challenges facing Filipino enterprises are quickly taking shape, leaving us with just one imperative: Leveling up to survive this new battlefield.

This point was made resoundingly clear to me by a group of Filipino entrepreneurs—all winners of the 2014 Asean Business Awards Philippines—who shared their thoughts during the Department of Foreign Affairs’ roundtable discussion with the private sector.

For two hours, I listened to these trailblazers as they shared their personal experiences and insights on the ways of the global market, and how Filipino companies have held their own in this brutal arena. Through their stories, they provided a better glimpse of what we could expect with increasing globalization and how Filipino enterprises could raise their game, as well as the traits they would need to thrive in this environment.

As I listened to them, it became clear to me why these professionals and entrepreneurs were recognized by the Asean Business Awards, a program organized by the Asean Business Advisory Council (Asean-BAC) that honors outstanding enterprises and business practitioners.

Hearing it from the experts

All of them have demonstrated the virtues that are needed for entrepreneurs to shine in the new market landscape. From each awardee, I picked up great insights and unique gems of advice.

From Cristina Coronel, president, CEO and cofounder of Pointwest Technologies Corp., I learned how innovation opens doors for companies as they foray into the regional and global market, as Pointwest did when it offered first-class IT services to organizations around the world.

I confirmed once more that the skills, talent, and service orientation of Filipino workers is the country’s biggest advantage. Since innovation is engendered by talent, cultivating this talent pool is critical for the Philippines to do well in the regional and global markets.

From Pargad Biteng, founder of Fountainhead Technologies, I learned the equally important need to communicate the Philippines’ strengths, in particular its talented workforce, and the critical role of the Philippine country brand. From him, I also saw a compelling need for the private sector and the government to work together to promote the Philippines by communicating its many strengths, especially its rich pool of talented and skilled professionals.

From Lirene Mora-Suarez, regional legal manager for Asia and Australia of International Container Terminal Services Inc. (ICTSI), I realized the role of partnerships in the new regional battlefield, as ICTSI built a solid portfolio of port privatization partnerships with governments all over the world. I also learned how commitment to excellence and global standards is a must for any organization that aims to succeed in the global markets.

From Sandra Sanchez-Montano, CEO and vice president for international affairs of Community Health Education Emergency Services Corp. (CHEERS), I heard how we could parlay challenges into opportunities, as CHEERS did when it used knowledge learned from disasters in the Philippines to provide emergency medical services and disaster preparedness training to clients.

Competitive advantage

Also present during the discussions was Alma Rita Jimenez, president and CEO of Health Solutions Corp., whose inputs I found valuable. From her, I discovered the vast opportunities that can be transformed into pockets of competitive advantage with the use of strategic country branding.

Medical tourism, for instance, could become a growth sector if the Philippines could tell the world what it has to offer—the caring nature of its people.

Alma envisions the Philippines creating a niche for itself, possibly in cancer treatment. The Filipinos’ warm and nurturing personalities provide a healing touch that cancer patients can bask in as they go through their treatment process, possibly in Philippine resorts where nurture and nature can provide the environment that will enhance their wellness.

Philippine country brand

Throughout the discussions, the important role of country branding, public-private cooperation, and communication were emphasized. These are imperatives that Filipino entrepreneurs and de facto brand ambassadors have recognized, and which we will have to embrace as the Asean Economic Community becomes a reality.

As a concluding question, the panel was asked for their opinion on how to brand the Philippines, based on their experiences. All referred to the positive qualities of the Filipino people—service oriented, labor expertise, innovativeness and the ability to “to render the extra mile with a smile.”

In the months ahead, as the Philippines searches for concrete ways to help its enterprises stay afloat or, better yet, succeed in the expanded Asean Economic Community, it would pay to listen to those who have successfully thrived in the ever-dynamic global marketplace.

Their stories and insights confirm my personal belief about what it takes to break into the global arena, which can be distilled into these words: Competitiveness, communication and country branding.

For sure, there will be challenges as we enter this dynamic community. But I have no doubt that, if we put our collective minds and hearts into this, our very own Filipino enterprises will emerge better, bigger and stronger.

(The author is governor-in-charge of the MAP committees on Asean integration, CEO conference, and trade, industry and tourism. He is president and CEO of EON The Stakeholder Relations Firm. Feedback at [email protected] and [email protected]. For previous articles, please visit map.org.ph.)