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Module 1 Recap

 “Becoming a High-Value Enterprise in the New Global Economy"  

Kotler GBGSP | Singapore · May 2025

We are excited to share key insights from the first module of our inaugural GBGSP program, held in Singapore, where nearly 30 founders and CEOs from China, Japan, Singapore, and Indonesia gathered to explore how to build high-value global enterprises rooted in the rising "New Global Economy."

  • Faculty Depth: Learn directly from Philip Kotler and a world-class faculty of strategists and practitioners.
  • Market Immersion: Understand ASEAN and Middle East markets not as abstract concepts, but through data, law, economics, and on-the-ground operator perspectives.
  • Real Business Connections: Forge relationships with a curated cohort of scaling founders and executives across Asia.

1. AI-Era Transformative Marketing – Prof. Philip Kotler  
   Professor Kotler introduced “Mega Marketing”—adding Power and Public Relations to the classic 4Ps—to navigate "closed markets" and geopolitical complexity. He emphasized that in the age of AI, Human-to-Human (H2H) marketing and emotional value remain essential to sustainable differentiation.

2. The New Asian World Order – Prof. Parag Khanna  
   Dr. Khanna presented a vision of a multi-polar world where Asian and Global South nations refuse to “pick sides.” Success requires respecting sovereignty, offering inclusive solutions, and embracing localization without dominance.

3. Building an Overseas Growth System – Dr. Hu Cao  
   Dr. Cao introduced the TBMPSS framework (Technology, Brand, Marketing, Product, Sales & Service) and highlighted the rise of Asian-origin global brands. He demonstrated how companies can achieve “120% value at 20% cost” through frugal and augmented innovation tailored to local markets.

4. Breakthrough Growth Strategies – Dr. Sai Wang  
   Dr. Wang challenged leaders to move beyond simplistic growth targets and instead build “Growth Maps”—dynamic systems that balance art and science, layout and breakout—to achieve structural advantage.

5. Globalization Strategy & Business Models – Prof. Hongqi Zhou  
   Professor Zhou stressed the importance of strategic intent and partnership ecosystems across sales, supply chain, policy, and capital. He outlined how to build a global organizational DNA gradually and a solid business model.

6. Economic and Legal Strategy Sessions – Barclays & Dentons Rodyk  
   Experts from Barclays and Dentons Rodyk & Davidson provided macro-economic guidance and clarified how Singapore serves as a strategic hub for tariff mitigation, wealth management, and regional HQ operations.

7. CEO Roundtables – Real-World Lessons  
   Leaders from OPPO, Kitai, Sharp Point Capital, and others shared hard-won insights on:  
  • Localization vs. “local champion” strategies 
  • Building cross-cultural teams
  • Navigating multi-religious and multi-ethnic markets like Southeast Asia
  • Using data and humility to adapt and win

Module 2 Recap

 “AI as a Game Changer – New Paradigms for Asian Enterprises Going Global"  

Kotler GBGSP | Shenzhen · July 2025

 

The second module of our flagship GBGSP Program on Global Expansion took place in Shenzhen, China. Bringing together nearly 30 founders and executives from China, Japan, Singapore, and Indonesia. Under the guidance of Professor Philip Kotler and a distinguished faculty, the session focused on leveraging AI and strategic localization to redefine globalization in an era of shifting geopolitics and tariffs.

  • Future-Focused Content: From tariff adaptations to AI-reinvented marketing, each session tackled the forces reshaping global business.
  • Glocalization in Action: Strategies emphasized balancing global brand consistency with hyper-local relevance.
  • Leaders Learning from Leaders: Direct access to top experts and pioneers like Shokz offered practical, scalable models for growth.

1. De-Globalization Meets AI – Zhang Xiaoyu  
   As globalization reconfigures around regional supply chains and security priorities, companies must evolve from a focus on cost leadership to prioritizing local survivability. This requires a four-pillar localization strategy: supply chain safety, brand adaptation, international management, and political resource integration.

2. New Supply Chain Practice in Navigating Tariff Shifts – Lin Xueping  
   Companies are transitioning their supply chain practice from passive offshoring to proactive multi-hub supply strategies. The new imperative is building tariff-resilient, distributed production networks—with regional hubs becoming central to cost and continuity planning.

3. Insight-Driven Product & Brand Innovation – Dr. Hu Cao  
   Sustainable advantage comes from quantum-level customer insight—decoding unspoken emotional needs—and fusing technology with local culture. Products must act as vehicles of cultural value, not just functionality.

4. Scene-Based Marketing – Mr. Kong Shou  
   Marketing must begin and end with the consumer’s scene—their context, lifestyle, and social dynamics. Effective content aligns with the user’s journey and transforms marketing from a cost center into a profit engine.

5. AI in Business: From Precision Marketing to Growth – Dr. Dong Haoyu  
   AI enables a full data-to-conversion loop, slashing content costs by 90% while boosting personalization. But success requires organizational change: teams must shift from executors to AI directors, focusing on high-value decisions.

6. Shokz Case Study and action learning: From Innovation to Leadership  
   Shokz is a world-leading open-earphone brand company with headquarters in Shenzhen, China. It exemplified how deep vertical scene anchoring—solving core user pain points—enables a brand to expand from professional niches to mass markets through tech innovation and thoughtful experience design.

7. New Growth Paths: Capital, Brand & Influence Forum  
   Leaders from Phoenix TV, LinkedIn China, Frost Sullivan, and Jasmine AI joined a forum highlighting how data, AI, and global communications are reshaping brand influence and capital strategies in overseas markets.

8. CEO Roundtable: Voices from the Frontline  
   Practitioners from Long Wings Tech, Spice Manor Group, and KMG exchanged real-world lessons on organizational agility, glocalization, and sustaining influence across Asian markets.

Module 3 Recap

 “The Growth Logic in the Era of Globalization 2.0 — Why CEOs Called It ‘Exceptional Value’?"  

Kotler GBGSP | Singapore · August 2025

 

The third module of the GBGSP Program on Global Expansion concluded successfully in Singapore, delivering deep strategic insights around brand building, regional execution, and AI-enabled growth in today’s complex global landscape. Nearly 30 CEOs and executives from China, Japan, Singapore, and Indonesia engaged with world-class faculty and industry pioneers.

  • From Theory to Tactics: Each session combined conceptual frameworks (e.g., CBBE Model, AI-human collaboration) with real-world cases from ASEAN markets.
  • Cross-Sector Expertise: Learning from brand academics, platform strategists, negotiation scientists, and AI practitioners provided a 360° view of global expansion.
  • Focus on Local Realities: Deep dives into cultural nuances, payment behaviors, and regulatory landscapes offered actionable insights often overlooked in traditional programs.

1. Brand Leadership with Purpose – Prof. Kevin Lane Keller  
   Winning brands balance Points of Parity (POP) to stay relevant and Points of Difference (POD) to stand out. They act as “category creators,” not commodities—building trust and rich consumer experiences across touchpoints, as exemplified by Coca-Cola, Disney, and McDonald’s.

2. Winning Global Brand Strategy – Dr. Hu Cao  
   Dr. Cao unveiled a four-stage Brand Growth Roadmap: from niche player to category leader. Using cases like Rolex, Nike, and Liquid Death, he demonstrated how to build brand equity through customer-centricity, AI-powered personalization, and lifetime value optimization.

3. Cracking the Southeast Asian E-Commerce Code  
   Experts from Shopee, Momentum Works, and seasoned executives highlighted key trends:
  • Price sensitivity and buy-now-pay-later adoption are widespread.
  • Localization is non-negotiable—avoid bringing “a Ferrari onto a dirt road.”
  • Focus on mobile-first strategies; local teams and phased market entry improve adaptability.

4. Cross-Cultural Negotiation – Prof. David Zhao  

   Culture is an iceberg—surface behaviors hint at deep values. Effective negotiators adapt styles across cultures (e.g., consensus-seeking in China, rule-based in Germany) without stereotyping.

5. ASEAN Market Strategies –Mr. Iwan Setiawan  
   Southeast Asia demands a dual strategy: serve the premium segment with experience-led branding and the mass market with affordability. Micro-influencers (KOCs) and omnichannel presence are key to trust and penetration.

6. AI-Powered Globalization – Dr. Haoyu Dong  
   AI excels in repetitive tasks (content generation, data analysis), but humans remain essential for strategy, emotional insight, and refining AI output from good to exceptional.

7. New Opportunities in Gaming and E-Sports - Dr. Zhao SiYuan 
   With 3.4 billion gamers globally, e-sports represent a powerful cultural connector—especially among youth in SEA and Latin Am—offering brands unique avenues for community-building and cultural integration.

8. Expansion Models That Work  
   Leaders from YY Group shared scalable approaches: use Singapore as a springboard into SEA, adopt asset-light market testing, and empower local teams for faster execution.
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