Why Asia’s Corporations Resist Corporate Communication and Reputation Management – Michael Netzley’s Five-point Model

My colleague Michael Netzley of the Singapore Management University posted a fascinating reflection on why Asian corporates are reluctant to actively and openly engage with their stakeholders and constituents.  Netzley has distilled his thinking–which he co-credits his students–into a five-point model: (1) strategic pragmatism; (2) standard practice; (3) relative trust in higher-ups; (4) context of tradition; and (5) market stage. No doubt, the intertwined issues are evaluated through western lens and terms, and empirical research beyond anecdotes are warranted, but I think there is some validity in this model and it’s really worth some thought.

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5 Responses to “Why Asia’s Corporations Resist Corporate Communication and Reputation Management – Michael Netzley’s Five-point Model”


  1. 1 walter December 5, 2007 at 11:37 pm

    Agree with the general points made by Michael although there are more and more exceptions arising as Asia develops and remoulds itself. I think that Asia is also far less homogeneous compared to the West, and cultural contexts are vastly different between say Japan, Singapore and India for instance. The strength of relationships though make Word Of Mouth a far more potent force here compared to the West – which is why mobile communications (Handphones) grew much faster here than the Internet as a means of communicating. We spend a lot more time on our mobiles than our notebooks, and prefer to communicate via SMSes, MMSes and short bursts rather than long and lengthy emails.

  2. 2 sojourneys December 5, 2007 at 11:46 pm

    Mobile communications also offer a considerably lower barrier to entry, especially for guerilla communication and mobilization. A number of the recent protests/demonstrations here recently were not galvanized through the Internet but through mobile phones.

  3. 3 reputation management May 2, 2013 at 6:03 pm

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  1. 1 PR junction podcast » Blog Archive » Corporate Asia’s Resistance to PR: Revising The Model Trackback on December 7, 2007 at 6:14 am
  2. 2 CommunicateAsia » Blog Archive » 60. Corporate Asia’s Resistance to PR: Revising The Model Trackback on December 7, 2007 at 6:47 am

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