How To Export to Asia: Singapore Entrepreneur Benny Lee Shares His Strategy (Part 2/4)
Singapore’s Benny Lee on Exporting to Asia from John Exley on Vimeo.
April 2010. Singapore. The offices of Benroth International. I’m sitting across from seasoned entrepreneur Benny Lee, listening to him break down the anatomy of a successful exporting strategy for Asia. Benny is the Founder and Managing Director of Benroth, and his company has partnered with western companies trying to enter Asia’s vast market for many years. He is also the Vice President of the National University of Singapore’s Business School Alumni Association.
Having authored the book on international marketing “Hold the Char Siew!” and considered a thought leader on the impact of geopolitics on business in Asia, Benny’s storytelling and unique approach to exporting was particularly engaging for me. He consults many western businesses to set up an ORO – an Outsourced Regional Office – in Singapore, establish relationships with the right distributors, and enter the Asian market slowly but surely.
Recently, China overtook Japan as the world’s 2nd largest economy. If you want to build a big business, if you want to become the next Facebook or Google, you can’t focus solely on one market. You have to think globally. Even if you are still in school, I think it’s as important a time as ever to understand international business and the cultural differences at play. If our country is to sustain its position as an economic superpower, our generation needs to understand how to work with business folk abroad. Start learning now.
Update: Want to know the best ways to succeed when doing business in China? Watch the 3rd segment of my interview with Benny: “How To Do Business in China“.
If you watch this interview I hope you enjoy Benny’s insider tips as much as I did. If you missed it, Part 1 of my interview with Benny is here. What’s your favorite article or book on exporting to Asia? Let’s continue this discussion in the comments!
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