HTE402BKK
Scaling Businesses in Southeast Asia: Traditional to Digital Frontier
Faculty Profiles
Sharinee Shannon Kalayanamitr
Independent Board at Pi Securities, MD at Ikigai Group
Temsiri Sujaritchant
CEO & Founder of AccelWise Co., Ltd.
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
This comprehensive course equips students with a 360-degree view of business expansion in Southeast Asia—from traditional on-ground operations to digital-native growth models. Through a blend of real-world case studies, startup success stories, sales frameworks, and cross-cultural insights, students will develop practical strategies to scale businesses in one of the world's most dynamic regions. Southeast Asia, with its population of 650 million and average GDP growth of 6%, offers immense opportunities for entrepreneurs and businesses. Key markets like Singapore, Indonesia, Thailand, Vietnam, Malaysia, and the Philippines drive innovation, fueled by a young, tech-savvy demographic excelling in e-commerce, fintech, and sustainability. However, challenges like regulatory complexity, cultural nuances, and geopolitical tensions demand strategic insight and cultural sensitivity.
Learning highlights
- Understanding SEA's economic, cultural, and geopolitical business landscape.
- Developing go-to-market strategies for both digital and physical products.
- Identifying distribution and sales channel opportunities in B2B and B2C models .
- Navigating business culture, team management, and cross-cultural communication.
- Designing digital expansion plans, including e-commerce, fintech, and branding.
- Understanding regulatory frameworks and market entry strategies.
- Building strategic partnerships and networks across SEA.
- Applying lessons from startup and corporate scaling in SEA.
Course outline
15 classes
Welcome & SEA Landscape Overview
* Introduction to Southeast Asia: Where and why?
* Geographical location and economic overview.
* Key markets: Singapore, Indonesia, Thailand, Vietnam, Malaysia, Philippines.
* Political landscape and regional dynamics.
* Activity: Quiz on SEA markets overview.
Emerging Trends & Geopolitics in SEA
* Next wave of Asia: Power shift from west to east.
* China's 2nd Factory impact and regional trade dynamics.
* Geopolitical tensions and trading blocs impact.
* Economic opportunities and challenges.
* Activity: Vision workshop - "Future SEA".
* Guest Speaker: Chieanchuang Kalayanamitr.
Understanding Consumer Behaviour in SEA
* B2C: Rising middle class, consumer preferences, purchasing patterns.
* B2B: Business decision-making processes, relationship-driven commerce.
* Government sector: Procurement processes, compliance requirements.
* Cultural factors influencing business decisions.
* Activity: Persona building exercise for different market segments.
Culture, Etiquette & Negotiation in SEA
* Important cultural nuances for business success.
* Differences between Western and Eastern business culture.
* Essential business etiquette across SEA countries.
* Negotiation styles and relationship building.
* Activity: Role-play - Business negotiation simulation.
Legal Framework & Regulatory Environment
* ASEAN regulations and trade policies.
* Country-specific legal requirements.
* Compliance and regulatory considerations.
* Intellectual property protection.
* Activity: Regulatory compliance checklist development.
* Guest Speaker: Nonnabhat Paiboon (Niab) Partner, Herbert Smith Freehills Kramer (Thailand) Ltd.
Business Landscape & Market Opportunities & Introduction to Business Case
* Major industries and growth sectors in SEA.
* Market size and potential across different countries.
* Competitive landscape analysis.
* Investment climate and business environment.
* Activity: Market opportunity mapping exercise.
* Case Study: Successful market entry examples & Introduction to Business Case.
Market Entry Strategies
* Entry modes: Partnerships, subsidiaries, joint ventures, franchising.
* Risk assessment and mitigation strategies.
* Local partner selection and management.
* Timing and sequencing of market entry.
* Activity: Choose the right entry model exercise.
Go-to-Market Strategy Development
* B2B sales strategies and channel partnerships.
* B2C distribution approaches.
* Pricing strategies for different markets.
* Marketing and promotion strategies.
* Activity: GTM strategy development workshop.
Building Strategic Partnerships
* Types of partnerships in SEA markets.
* Partner identification and evaluation.
* Partnership negotiation and structuring.
* Managing cross-cultural partnerships.
* Activity: Partnership proposal development.
* Guest Speaker: Successful partnership case study.
Sales Channels & Distribution Networks
* Traditional distribution channels.
* Modern retail and organized trade.
* B2B sales force management.
* Channel conflict resolution.
* Activity: Distribution strategy mapping.
Cross-Cultural Team Management
* Leadership styles across SEA cultures.
* Communication patterns and preferences.
* Performance management across cultures.
* Building inclusive and effective teams, tools.
Financial Considerations & Funding
* SEA funding landscape and investor types.
* Financial planning for expansion.
* Currency considerations and risk management.
* Government incentives and support programs.
* Guest Speaker: Investment expert/ venture capitalist.
Operational Excellence in SEA
* Supply chain management considerations.
* Quality control and standardisation.
* Local sourcing vs. import strategies.
* Operational scalability planning.
* Activity: Review Business Case for Final Presentation
Final Presentations - Business Expansion Plans
* Student team presentations.
* Peer feedback and discussion.
* Instructor evaluation and recommendations.
* Activity: Final business expansion plan presentations.
Course Reflection & Next Steps
* Key learnings and insights.
* Practical next steps for implementation.
* Networking and relationship building.
* Resources for continued learning.
* Activity: Action planning and commitment session.
Prerequisites
None
Methodology
Lectures, case studies, guest speakers, role-play simulations, interactive activities, and action learning projects.
Grading
Shannon Kalayanamitr is a dynamic C-suite executive with over 20 years of experience scaling tech ventures across Southeast Asia. As Founder of Ikigai Group and CEO of 5G Catalyst Technologies, she has driven digital transformation initiatives throughout SEA, including leading Thailand's first 5G smart city project showcased at Davos 2022.
Shannon co-founded, scaled and exited Orami, formerly Moxy, SEA's leading women-focused e-commerce platform across Bangkok and Jakarta, achieving #2 B2C regional status. Venture Partner at Gobi Partners, she was part of a team that managed a $1.4B pan-Asian portfolio. Her early-stage experience includes launching Lazada Thailand as Entrepreneur in Residence at Rocket Internet, establishing SEA's "Amazon".
See full profileTemsiri Sujaritchant is a strategic advisor and business growth specialist with over 20 years of experience in leadership, marketing, sales, and operations across Southeast Asia and global markets. She has led multinational teams, driven cross-border expansion, and developed go-to-market strategies for B2B, FMCG, and service-based companies.
Her work spans end-to-end growth initiatives, distributor network development, and sales force optimization across Asia, the Middle East, and Europe. Known for her ability to bridge strategy with execution, Temsiri brings a deep understanding of regional dynamics and organizational development.
See full profileApply for this course
Scaling Businesses in Southeast Asia: Traditional to Digital Frontier
by Sharinee Shannon Kalayanamitr, Temsiri Sujaritchant
Total hours
45 Hours
Dates
Sep 08 - Sep 26, 2025
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
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FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.