Winning in Asia Special Report

Winning in Asia Creating long-term value A SPECIAL REPORT Supported by The Sid and Fiona Myer Family Foundation On behalf of all project partners, Asialink Business extends sincere appreciation to The Sid and Fiona Myer Family Foundation for its generous and founding support of this project. In particular, we thank Sid Myer for providing the vision for this project and for his constant encouragement and support. Thank you to our knowledge partners CONTENTS JOINT PARTNER INTRODUCTION 04 WINNING IN ASIA IN THE MIDST OF COVID-19 AND BEYOND 07 EXECUTIVE SUMMARY 14 DOES OFFSHORE EXPANSION LEAD TO SUPERIOR RETURNS? 17 HOW THE BEST ‘WIN IN ASIA’: BUSINESS MODELS FROM COMPANIES SUCCEEDING IN ASIAN MARKETS 27 MATCH FIT 2.0: CREATING ASIA-CAPABLE LEADERS 69 BEST PRACTICE IN EXTERNAL AFFAIRS: MANAGING YOUR STAKEHOLDERS, BRAND AND REPUTATION IN ASIA 87 A STRATEGIC APPROACH TO WINNING IN ASIA 97 NOTES 103 GLOSSARY 105 ACKNOWLEDGEMENTS 106 04 Winning in Asia: Creating long-term value JOINT PARTNER INTRODUCTION ‘The rise of Asia’ or ‘the re-emergence of Asia’ does not reflect the reality of Asia’s place in the world today. Sustained economic performance and geostrategic forces have ensured that world economic weight is firmly centred in our region. Successive Australian governments over the last 50 years have For instance, does ofshore expansion lead to superior returns fostered deep economic relationships with the countries in our for the shareholders of Australian companies? Which companies region. The range of free trade agreements concluded in the last five – Australian and non-Australian – have grown market share, years alone is reflective of the continued progress made. With seven profitability and returns in Asian markets? What are the capabilities of our top 10 trading partners in Asia, and a growing proportion of Australian boards and senior executive teams need to enable their cross-border investment with Asia, our economy is inextricably respective organisations to succeed in Asian markets? And, how linked to the region. Migration flows, international students and can Australian companies best manage the risks associated with tourists from the region, and our increasingly multicultural workforce doing business in the region? confirm our deep connections with the region. Together with a taskforce of some of Australia’s pre-eminent The impact of the novel coronavirus, a black swan event, has not business leaders and our knowledge partners, we have considered been discriminatory. The devastating impact of the virus on the these questions, which have profound implications for the health, wellbeing and prosperity of nations across the world has Australian business and investor community and government. been profound. Australia has to date managed its response to the pandemic highly efectively. Australia is one of the few countries to With over 300,000 data points of evidence-based analysis, the have had its economic forecasts revised by the IMF at mid-year to findings and recommendations require critical consideration to reflect improving economic prospects. ensure a long-term sustainable recovery from the pandemic. There is no room for complacency. The impact of the virus in We are proud to have brought together the insights, capabilities waves on many of the countries in our region has highlighted that and connections of Asialink Business, the Australian Institute of any prolonged recovery for Australia will be highly dependent on Company Directors, Chartered Accountants Australia and New our partners in the region. Zealand, the Commonwealth Bank of Australia, and The Sid and Fiona Myer Family Foundation. Winning in Asia has never been more important to Australia’s economic prosperity and security. Going forward, sustainable This report is a call to action to Australian businesses to understand long-term growth in the performance and returns of Australian the factors essential to win in competitive Asian markets. We hope businesses will be even more dependent on Asian markets. it replaces uncertainty with confidence, myths with reality, and a Winning in Asia’s highly competitive markets will be central to local mindset with a global mindset with Asia at its core. Australia’s sustaining our per capita income levels, adding sustainable jobs to future prosperity depends on it. the workforce, and growing our long-term pool of national savings. Our largest companies will be central to this proposition. Mr Sid Myer AM Two years in the making, Winning in Asia: Creating long-term Chair, Myer Family Investments value is a project that seeks to dispel many of the commonly held Mr Mukund Narayanamurti perceptions of the challenges of doing business with the region. CEO, Asialink Business and Project Director, Winning in Asia It seeks to provide fresh, evidence-based analysis which makes a compelling case for why our largest companies should increase Ainslie van Onselen their exposure to Asian markets. This report, which details the CEO, Chartered Accountants Australia and New Zealand findings and recommendations from this project, considers major questions posed over a long period of time by Australian business Angus Armour leaders, policymakers and investors. CEO, Australian Institute of Company Directors Jonathan Yeung Head of Asian Business Banking, Commonwealth Bank of Australia Winning in Asia: Creating long-term value 05 THE ‘WINNING IN ASIA’ PROJECT TASKFORCE Sid Myer AM Angus Armour Ainslie van Onselen Jonathan Yeung Chair, Myer Family Investments Managing Director & Chief Chief Executive Ofcer, Head of Asian Business Executive Ofcer, Australian Chartered Accountants Banking, Commonwealth Institute of Company Directors Australia and New Zealand Bank of Australia Yasmin Allen Peter Varghese AO Christine Holgate Diane Smith-Gander AO Non-Executive Director, Chancellor, University Managing Director & Chief Non-Executive Director, Cochlear, Santos, ASX and of Queensland Executive Ofcer, Australia Wesfarmers and Chair, CEDA Chair, Advance, Faethm.ai Post and Chair, Australia - and DSO ASEAN Council Sue MacLeman Ajay Bhatia Martin Commons Chair, MTPConnect, Anatara Managing Director - Australia, Head of Public Policy, Lifesciences, Tali Digital Ltd, and Carsales BHP Billiton Non-Executive Director of Palla Pharma Ltd, Oventus Medical Ltd, and Veski 06 Winning in Asia: Creating long-term value Winning in Asia in the midst of COVID-19 and beyond Winning in Asia: Creating long-term value 07 WINNING IN ASIA IN THE MIDST OF COVID-19 AND BEYOND THE IMPACT OF THE PANDEMIC ON GLOBAL GROWTH Global growth has been dramatically impacted by the COVID-19 -4.5 per cent growth in 2020, two percentage points better than crisis, projected at an alarming -4.9 per cent in 2020, the worst the April forecast5. The successful containment to date of the economic downturn since the Great Depression1. The multiple virus and gradual easing of restrictions on business are amongst waves of the pandemic, the synchronised deep global downturn, the reasons cited for the improvement in Australia. The Australian depressed consumer spending, mobility restrictions, and Government’s own forecasts (as part of its Economic and Fiscal contraction in global trade have had an unprecedented impact on Update in July 2020) reveal that the economy is forecast to the global economy2. record -2.5 per cent growth in the current financial year and that unemployment is expected to be -8.75 per cent in the same The IMF forecasts that all major advanced economies are period. On a calendar year basis, the contraction is expected to be projected to record growth worse than -4.9 per cent. China, India -3.75 per cent in 20206. and the ASEAN 53 are all projected to record growth rates better than the major advanced economies and the global growth rate. The OECD is less positive on the state of the Australian economy, China is forecast to grow at 1 per cent, India at -4.5 per cent, and noting a likely contraction of -5 per cent in 20207. the ASEAN 5 at -2 per cent4. Australia is now forecast to record 08 Winning in Asia: Creating long-term value FIGURE 1. Quarterly world GDP (2019:Q1=100) 115 110 105 100 95 90 85 2019: 2019: 2019: 2019: 2020: 2020: 2020: 2020: 2021: 2021: 2021: 2021: Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 World Emerging market and developing economies excluding China Advanced economies China Source: IMF staf estimates. The impact of the pandemic challenges the broadly heralded Navigating the new normal: Shocks, tensions pre-pandemic view of the Asian Century. Consistently cited and contradictions projections over the last decade have held that the real GDP Globalisation has come under sustained attack in 2020. Reshoring of Asian economies are projected to exceed the combined to enable supply chain resilience and drive sovereign capability 8 economies of the Americas and Europe by 2030 . Asia is also has become a popular rhetoric of governments internationally. expected to account for over 70 per cent of world capital stock by Martin Wolf (in referencing Sebastien Miroudot from the OECD) 9 2030 and lead capital exports . Even sooner, by as early as 2020, reminds us of the diference between ‘resilience’ and ‘robustness’: the middle class consumers in Asia were expected to outnumber the middle class consumers in the rest of the world combined10. The former refers to the ability to return to normal These macro-level narratives have influenced national, industry operations after a disruption; the latter to the ability to and firm-level agendas in Australia and across the world in respect maintain

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