Culturally Responsive Marketing & a textbook in Indonesia [part 04]

Completion Analysis


As to the analysis as to which of the two “companies” might be best suited to market a textbook in Indonesia, given what is known the company currently being worked with would likely penetrate the market itself, if it was so inclined. This writer's body of work over the arc of this course, particularly as regards the schools of art, would be a contribution to that end, perhaps furthering the possibility.

Despite the fact that the Singapore office is primarily for printing, it is nonetheless true that this alternative market remains [1] unexplored, and [2] just across the Malacca Straits. Between informed representations, such as this author, along with the judicious use of representative management from Singapore, a business opportunity as AVA's penetration would only prove to grow the bottom line.

The possibility to leverage publishers on the ground in a strategic alliance may yet see a day. Although, if properly executed this should prove unnecessary (unless AVA found itself bumping into real volume, in which case the prudence of such an alliance may find increased value). Nonetheless, being aware of who they are would continue to prove useful under the heading of staying on top of one's competition.

Marketing considerations specific to the market appear in previous writings, and to recap, ostensibly are few if any. The reasoning remains the product’s design is consciously standardized and global. As long as the text is conservatively respectful (e.g., no nudity, nothing controversial, etc.), the volume should be readily able for translation for any market. To this end, despite a conclusion as to which direction to go in as regards a publisher, it really would not matter who has the opportunity to market the book.

The marketing proper occurs by an entrenched paradigm. A representative of the given publisher interacts with an institution of higher learning, usually offering free desk copies as an entrée toward future sales. Here, also, we find no differences for culture or society, or even economy, between any publishers (or even for that matter, how the process unfolds domestically). Emphasis on economy refers to Indonesia, as in the US, students may choose their course, but not their textbook. The purchase of the book itself remains required as part of entering the class.



Summary and Future Research Recommendations

In sum, there remains more work yet to complete certain databases. Ongoing exposure to the advertising industry in general across Southeast Asia seems necessary, insofar as we are speaking of an organic dynamic. Despite the financial component as challenge, there remains a sense that periodic travel would be encouraged. Naturally, whatever academic exercise may continue to stimulate the development of the marketing muscle is also strongly encouraged.

If AVA chooses not to pursue the textbook, the intention to develop such a work would remain, simply postponed postdoctoral.

There is a need for such a work; there may well be a need to develop a series spun off this work. Should more works unfold based on the first book, therein lies further research. In the scheme of things, developing the conversation as far as this writer has assumes much more than most people bother. Of course, this is positive movement.