Collaborate or risk descent into mediocrity, Asian marketing chief warns

The African Marketing Confederation and Asia Marketing Federation recently signed a memorandum of understanding to foster collaboration, growth and knowledge sharing between the two organisations. 

Addressing forum delegates, Dr Anwar warned that marketers should not isolate themselves from their peers in other countries and regions. The result would be a descent into mediocrity. 

“Isolation retards innovation. Thus, dissemination of local unique [marketing] recipes ensures growth-enhancing brand equity,” he said. “Compartmentalisation will create further disparity, while democratisation of global knowledge through partnership will ensure greater equity.”  

Collaboration fosters innovation, which is one of the two most important things we need to consider in business, the other being marketing, Dr Anwar emphasised – quoting Peter Drucker, the famous management consultant, educator and author. Drucker’s reason for saying this is because both marketing and innovation bring in cash.  

Addressing himself specifically to the marketing environments in Africa and Asia – he is Professor and Director of the Institute of Business Administration at the University of Dhaka in Bangladesh – Dr Anwar cited South Korea and Singapore as two Asian nations that have reached out to the world and embraced globalisation and collaboration. In doing so, they have become success stories. 

Africa should start now in reaching out to the world to collaborate and, in doing so, innovate. “Start now,” he said. “Africa is the future. Its human capital is strong. In Asia we waited for too long. Asia is the present market of the world; Africa is the future.” 

The forum continues. Visit the African Marketing Confederation website and social media pages for AMC Marketing Forum updates from Mombasa.