By: Jeerawat Na Thalang

December 20, 2005, The Nation (Thailand)

Business professor Dipak C Jain suggests Thailand should look at the possibility of profiting from the globalisation of culture in a similar manner to the way South Korea has, as it doesn't require a huge investment but can effectively promote awareness of Thailand.

Jain, dean of Illinois' Kellogg School of Management, said at the "New Initiatives for International Trade" seminar organised by the Commerce Ministry, that Thailand possesses a unique culture, typified by its hospitality, and that Bangkok could build this into its branding so customers can experience "Thainess".

He cited the example of South Korea, which has managed to use its films and television programme to promote the country around the world. This globalisation of culture has enabled Korean companies, such as Samsung, to be recognised as global brands.

Suvit Maesincee, an advisor to the Commerce Ministry, said South Korea had successfully promoted its image through film and television programmes to create the image of the country as "Dynamic Korea" to replace the out-dated image of "Land of the morning calm."

Commerce Minister Somkid Jatusripitak said the globalisation of culture didn't require much investment in new technology because it focused more on creative aspects. He cited an example from the television drama "Jewel in the Palace" that features Korean cuisine and landscapes to promote tourism and the country's lifestyle.

In addition, companies such as Samsung have striven to move up the technology ladder to enhance the image of Korea as a country of cutting-edge technology, he said.

Jain also suggested businesses should change their mindset by anticipating the market instead of waiting for events to happen.

He said the so-called "nanosecond culture", or where it is almost impossible for a businessman to predict what will happen, means they can no longer be in the business of predication. "We should look forward. We should use anticipation rather than predication," he said.

He said the world had changed dramatically since the Berlin Wall came down in 1989.

After that came the Enron scandal in 2001, which opened a new chapter in corporate ethics. In 2002 and 2003, the Sars epidemic broke out and the Iraq war came a year later. Last year the tsunami struck Asia.

All these incidents were beyond anyone's prediction. However, they have had a tremendous impact on the world.

Further, shifting customer demographics will force marketers to be more sensitive and cater to the needs of different clients. For example, the U.S., EU and Japan have ageing populations. Japan, for instance, has about 20,000 people who are more than 100 years old.

Youngsters, meanwhile, represent the biggest part of the population in India, where the average age of the population is about 24 years old. Latin American countries have a high portion of their populations 30 years old or younger. "Different countries will have different challenges.

"Thailand has to look at a demographic revolution as we look forward," he said.

Jain added that today's business operators should think about "global competition" by engaging clients. For instance, airline businesses in the future will compete by making customers feel more connected to the world, such as giving them Internet access while in the sky, to enable premium customers to work at all times.

Airline companies will sooner or later adjust operations to make it more convenient for customers. For instance, British Airways has improved its online reservations system so customers can print their own boarding passes.

Not only does this satisfy customers, but BA can save about US$20 million (Bt819 million) in paper costs each day.