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MARKETING FORUM

Collaborate or risk descent into mediocrity, Asian marketing chief warns

By our African Marketing Confederation News Team | 2024

President of the Asia Marketing Federation says Africa must start now in reaching out to the world to collaborate and innovate.

Asia and Africa could begin holding joint marketing conferences the future, according to Dr Syed Ferhat Anwar, President of the Asia Marketing Federation. He was speaking during his presentation, titled ‘Building a Global Marketing Community’, at the AMC Marketing Forum taking place in Mombasa, Kenya.

Dr Syed Ferhat Anwar speaking at the AMC Marketing Forum in Mombasa. Photo: AMC

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.

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    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
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    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

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