The Asian Manager, July 1998 Issue by Sherbet Manalili

JULY-AUGUST 1998ISSUE

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THEASIAN MANAGET?Publishedbimonthlv. exceptfor three doubleissues March-April,/ Inc.while #llize is all,"saysGodzilla May-June 1997,July-August/September-October \ c o c k r o a c cho r p o r a r i o nosu t l i v e 1997, andNovember-December 1997/JanuarylJ themin theirsmallness. Sogoesthe Februaryi 998-by the AsianInstituteof ManAnimalFarm2000, iust a g e m e n tI.M I T A ( P ) 1 9 6 / 1 0 / 9 5 K D N P P ( S ) Management 1076/3/97ISSN0116 7790]1 whenSolHernandowritesin TheAsian Editorial andAdvertisingOffice:AsianInstituteof Management, Manageraboutthe "guerrilla"type of 123 Paseode Roxas,Makati City, Philippines. trainingorganizations thatcomelnto the Tel:(6321892 4011-25;892 0435-43;8933341 picturewhen a firm asksfor specific Fax:(632J817 9240. trainingmodules. Andhowabout"gorilla" Intemet Address:tam@aim.edu.ph type of management consultancy flrms Selectionsfrom past and current issuesfound that throw their weight around firms, and in http:,/,/www.aim.edu.ph probably end up overwhelming and Copytight@1998 TheAsianManager.All rights crushlngthem? reserved. Reproduction in anymannerin whole putsthe findings Because Hernando or in partin Englishor otherlanguages without of her empiricalstudyon Asia'straining prior written permissionprohibited.Printedby TimesPrintersPte.Ltd.,Singapore. needsvery nicely,one can see that EortorulrBomo: conffactingtraining,and by extension, Chairman:JesusG. Gallegos Jr. management consultants, neednot be a Members: ReneT. Domingo,\4ctorS.Limlingan, fororganizations in fiannicalproposition PatriciaL. Lontoc.EduardoA. Morat6. search of survivalor transformation. After AshokK. Nath EnrronrlLDspARrnrNr: Editor-in-Chief:PatriciaL. Lontoc EditorialDirector:GertieAmpilTirona ManagingEditor: JocelyndeJesus FeaturesEditor: Peaches S. Castillo ArtEditor: BeanyS.de losSantos ContibutingArtists:Sahsah M. Mllalba MannyL. Espinola BustnssDrpARrMxNr: Publisher:FelipeB. Alfonso Co-publisher:PatriciaL. Lontoc OperationsDirector: Millie C. Fener Marketing Manager:EdytheL. Bautista Advertising Officer: Vanessa M. Jaballas Circulation Officer: EdenS. Cardeflas Mrotl RspREssnrarvr Orncrs: Philippines: DeliaGutienez,(632j 894 4809 AlumniAssociation of AIM Inc. ,632]|893 7408 Hong Kong:Pamela Choy,(852)8345980 Singapore:TeddyTan,(65) 440 8760 Indonesia:RamaSlamet,(6221)7992090 (622r)757 37U Malaysia:ConnieNg, (603)717 5370 India Subcontinent MediaSouthAsia(PlLtd. (977lj227336 Pakistan:S.l.Salahuddin, (9221)5682271 Korea:Y.K. Chun.n217387970 Japan:TokuiiNiinuma,(813)35 829 104 Thailand: Dr.AnthonySharma,[662)3319303 UnitedKingdom: BrianTaplinAssociation (0442)246034 (331)39896341 France:St6phane de Rdmusat,

orlaborrelalions, aslongasMary'sln sight. Thenthereare the Jonah'swhalet1pes,gathering up seniormanagement for the annualManagement Retreat, revisitingorganizational vision,mission,strategy, staffingandstructure,hopefullyto spew out a new sense of commitment to excellence. Of course. therearerhose haunted by

Yamato's serpent,the old paradigms and all, asJaime Augusto Zobel de Ayala practices that poisoninnovations before sharesthe viewsof RoyalDutchShell's theycangetoff theground,losingopporAriede Ceus,we canthinkof organiza- tunitiesto relnventorganizations to make tionslike "living organisms." Its sum is themmoreresponsive to the times. greaterthan the backboneof structure, If thegoldenstagcanmisdirectorgani ^-I ^+^â&#x201A;Źf Ju dLtrHy d.llu Jldil. zatlons,like Sitain Ramayana, onewonThts TAMissuefocuseson elements dersif thereareenoughof Hanuman's and thatbreathelifeto organizations: fiom ln- Sugreev's monkeysto helprecoverorganidividuals thatfuelvisionandmissionlike zationalphilosophy, purpose andpassion, Fr.JimDonelan,to institufional learning liketheymentored Ramain rescuing Sita, interyentions thatcreatenewwaysof get- andin completing the taskin the forest. ting thingsdonelike Fred Avestruz'sre- Or if thereareenoughlearningnodesin flectionson the Hanoiprogramfor plan- firms like thoseof eagles,Jatayuand ningcadres, to mechanisms for involving Sampathi, whowouldriskallto getto the and delightingthe customerlike the coreof renewingan organization's raison Oplan: Alis Diseasengfworkof volun- d ' e t r e . teers. Certainly, organizations canlearnby Yet.moreof theanimalIifeof organi mentoringand by example,managing zationallearningcomesto mind.Pavlov's creative tensions andbottomlines,but as dogfypeorganizations stillpermeate many someof thebestialcallsfor organizational industries, functioning throughsystems of renewalfa1lshortof best,perhaps managrewards andpunishments. Managers tend erscanasklessof theknow-whatandthe to second-guess their bosses and their know-howof thebusiness andmoreof the boards of directors, thebetterto keeptheir know why. Thenstakeholders will know jobs and their reputations within the they have madea decisivedifference. TL^|t^ -^.;-i+ ^tl bureaucratic maze. I lrdr J Jdyrl18 lr dil. Meanwhile,therearefirmswho act like Mary's1amb,followingthe industry leaderwherevershegoes,keepingtheir fleecewhite as snow,not worryingtoo AssociateDean LontLtcteachespriuatization, and muchaboutcompetiror intelJigence or internationalrelationsin MBM and CDM. planningor qualitymanagement sfiategic Email: <plontoc@aim.edu.ph>.

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July-August 1998

| The Asian Manager

TI{EASIAI{

n/tAI{AGER VOL XI, NO. 4

JulyAugust1998Issue

COVER STORY The life and times of Fr Jim as recalled by AIM colleagues,Jesuit brotherc, and his only sister

FEATURES How IT Moves Insurancein Asia byloseM. Faustino, AIM

Father'sChildren Mendoza, AIM byGabino

Joumeyto Discovery byMariaTeresa Colayco, AIM

Continuity & Change Steinbugler, S.J. byFr.Thomas

Man on a Mission byFr RodolfoMalasmas, S.l.

BestFriendJim Lahif|S.J. byFr.Bartholomew

comprehensive human resource development

The First CrossculturalManager byJoseL. CuisiaJr.,AIM

Donelanon Donelan Donelan. bvSr.Catherine S.C.

INSIGHT Betweenthe Transient& the Enduring ZobeldeAyalaII bylaimeAugusto

There's a market for this business in Asia, and more companies are jumping on the bandwagon

Trading in the Net byPatrick Parungao, MBM'QQ Internet Trading is fast becoming the norm in most parts of the world-perhaps

soon in the Philippines as well

Trainingfor the Crisis bySoledad A. Hernando, AIM Training institutes are emerging as crucial centers for

A profitable company evolves like a living organism: rooted in core values and nurtured by a regard for the community

it serves

INTERVIEW AIM TakesRootin Hanoi byGertieAmpil Tirona,AIM

A one-on-one with AIM's Dr. Fred Avestruz, who's in charge of the AIM-ADB

Experiment in Vietnam

AIMTINK

CASE IN POINT When the Citizen Customer is a Child BySophiaNoreenCastillo,AIM

Networking and empowerment "Oplan: Alis Disease"

: = i,

are key to the success of

BUSINESS & I*EISURE TheBestis Yetto Come

o o

Zobel de Ayala II: Companies are living organisms with core values, p.l7

A feature on the AIM Center for Continuing (ACCEED)

45 Executive Education

To influence management thought ancl practice in Asia from theMissionStatementof Txa Astat'tMdxaorn TheAsianManagerI July-August1998

Sophia Noreen S. Castillo SophiaNoreenCastillois APECProgramManagerof AIM's International Relations GroupandFeatures Editorof TheAsian Manager.ShewasResearch Assistant for AIM'sResearch Group, in finance,development specializing management, andinternational trade cases.She served as an intern at the NationalEconomicand Development Authority,wheresheis r e s p o n s i b lfeo r m o n i t o r i n ga n d p u b l i s h i n gr e p o r t so n macroeconomic trends.A collegescholar,Castilloholdsa bachelor's degreein Economics fiom theAteneodeManilaUni versifywheresheis alsoa Masterof Science in SocialDevelopmentcandidate. Dr. Jaime Augusto Zobel de Ayala AIM andWashington SyCipPolicyForumTrustee, Dr.Jaime AugustoZobeldeAyalais the President andCEOof AyaiaCor poration, theoldestbusiness housein thePhilippines whichhas, overtime,evolved intothecountry's largest diversified conglomerate.He is alsothe President of theAyalagroup'ssocialdevelopmentarm,AyalaFoundation, Inc. Asideft'omhiscorporate responsibilities, ZobelistheCo-Chair manof theNationalPlanning Committee for theFormulation of the Philippine NationalDevelopment Planfor the 21" Century youthwelfareasChairman andactivelypursues of theChildren andYouthFoundation of the Philippines andDirectorof the In ternational YouthFoundation. He is alsoa memberof the Asia PacificAdvisoryCommittee, New YorkStockExchange, Inc., HarvardBusiness SchoolAsiaAdvisoryCommittee,IBM Asia PacificAdvisoryBoard,Philippine Singapore Business Council, andthe BiitishBusiness Council.

of its Executive Education's MarketingStrategy Course. Hewas McePresident for Marketingof PepsiColaBottlingCompany of the Philippines andDirectorof FarEastMarketingandSales for TIMEX.Professor Faustino hasalsoprovidedmanagement consultancyfor a numberof ASEANorganizations suchasCityTrust BankingCorp.,COMPAO,IBM Asia,BunasFinance Indonesia, andMalaysian Airlines.He is the recipientof the 1991Agora Awardfor excellence in MarketingEducation awardedby the Philippine MarketingAssociation. Dr. Soledad A. Hernando Dr.Soledad A. Hernando isAiM'sChairperson of thefuea of Excellence in Development Management and professor of Change Management. Shels a memberof aninternational managementtrainersgroupdeputizedby UNICEF,New York, to conductprograms in UNICEFofficesin Asia.Shehasservedas consultant to variousorganizations like theWorldHealthOrga nizationandtheUnitedNationsDevelopment Program, aswell projects. asTeamLeaderofvariouskeyresearch Sheis authorof TuklasYaman: BuildingCommunities Wth People(Development Academy of the Philippines).

Patrick C. Parungao PatrickC. Parungao is a Masterin Business Management (MBM) student(1999)atthe AsianInstituteof Management. He earnedhis MastersDegreein ComputerScience, minor in Mathematics at the Ateneoin 1992.Parungao developed new 4arkets and opportunities for softwaredevelopment and Oracleinstallation in the Philippines. He alsodeveloped logisticsand maintenance for BayanTel softwarepackages and PagbilaoPowerPlant and ReynoldsPhilippines, and packages financial and human resource for Phiiippine Electric Jose L. Cuisia Jr. and the Ateneo.As systemsanalyst/programmer for First AIM Cochairmanandmemberof the Boardof Trustees Jose Philipplne Holdings Corporation, Parungao developed interL. CuisiaJr.leadsthetributein thisissueto oneof the Institute's packages. face systems for financial He also consulted for Silicon foundingfathers, thelateFr.JamesDonelan,S.J. Chevron, IDEXX,BostonTechnologies, andTRWdurCuisiais president andCEOof thePhilippine American Life& Graphics, ing a stint in the United States. CentralInsurance Company, Cuisiancontinues to besoughtout for his insights-most recentlyby Wharton,in an international conference. He was the governorand Chairmanof the Mon- Gertie Ampill'irona GertieAmpil Tironais AIM Directorfor PublicAffairs etaryBoardof the CentralBankof thePhilippines from 1990to and Publications. historianwhosefocusis Sheis a business 1993.Cuisiahasalsobeenthe Governorof the International primarily pioneerentlepreneurs. on corporate biographies and MonetaryFund,alternate Governorof the WorldBankandthe is She also a Commissioner of the National Commission on the AsianDevelopment Bank,andmemberof the Councilof GoverRole Fiiipino Women of and has served on the Government Task norsof theSoutheast AsianCentralBank(SEACEN) andCentral professor Force on the Comfort Women Issue. A formet of Banksof Southeast Asia,New Zealand andAustralia ISEANZA). HistoryPoliticalScience, and AsianStudiesat the Ateneode Manila University,Tironahandledcross-cu1tura1 courses, Jose M. Faustino programs projects integrating and Asian, Eutopean, and isAIM'sGoodyear TireandRubber ComJoseM. Faustino Philippine thrusts. panyProfessor of Buslness Management andProgramDirector July-August1998 | TheAsianManager

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Slowly but surely, new channels are opening up to spur the insurance market toward the nontraditional mode

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informationtechnology thepointof viewof operations, e.g.,datahe changes in the next basemanagement. Butasfarasthe policy will bring to business tan \rpzr( ic limirpd nnlrr hrr nna'c holderis concerned, theimpacthasbeen Butthereis onepersis- minimal.Insurance companies alloverthe imaginailon. beenslow to reap tent trend that InformationTechnology world havegenerally (lT) hasdeveloped which,by all indica the benefltsof IT both for the customer If onecompares intions,will continuewell intothenextde- and for themselves. that increase in cus- surance with banklng,oneissurprised cade.Thisisthedramatic products IT is already delivering insurance arestillbeingsoldthe tomersatisfaction. andconsequent benefits. sameway theyhavebeenfor thepast50 thesechanges T h a i m n e r t n f T T n n rnsurance opera- years,especially in Asia.Whilebankcusfiom tomerscan now makeinquiries,order tionstodayisconsiderable, especially

Faster customer service

L e s so r n o w a i t i n gt i m e

More customer control of the process

F e e l i n go f " o w n e r s h i p " , b e i n gi n c h a r g e

More accurate, more frequent, more readable reports

F r e s h e rm , oreactionable, easy-to-readi nformation

More convenience, less/no more travel from place to place

M o r et i m e t o d o m o r e interesting things

Can ask, complain, order directly from marketer without middleman

D o a l l i n r e a lt i m e w i t h o u t leavinghome or office

Reduced cost

Savingspassedon by efficient marketer

TheAsianManager July-August1998

products, fromoneaccount transfer assets to another,insurancepolicyholdersin general the way haveto transact business their $andparentsdid. Doesthis mean to marketing is impervious thatinsurance Tothe theIT?It depends onwho'sasking. newlyconverted(computers arealready asATMsthesedays,andthe asubiquitous therelatterhavebeenmoreintimidatlng) "Hell,nol" From is a resounding sponse challenged the cognitively I asthe saying goes,it's toughto teacho1ddogsnew tricks)but eternally hopeful,a tentativeif timorous"No,butwe hopenottoosoon," mayissuefalntly. Other Expenses service aside,financeandIT Customer marketing shouldhaveforged in insurance asdramaticandinnovatlve a relationship acas bankingand the ordinarysavings countholderby now.FormostAsianintheportionof the tosurance companies, attributed to sales talfieldagency expense (i.e.,combined firstyearand commission is abouttwo thirds renewaipommission) of totalcost.If oneaddsthecostsof trainandpromotions, ing agents, conferences, youarenowtalkingof B0percent expense. agentcommissions In the UnitedStates, takeup morethan25 percentof totalunderwritingexpenses. This situationremindsme of another trilliondollarservicelndustry.andthatis A fiiend of mine who was advertising.

Europeanregionvice presidentfor one vulnerableto multichannel distributioncompared with life insurance, is projecting of the world'slargestg1oba1 ad agencies thistrendin distributlonoerformance. saidthat the industrywould be going througha tough transitionin the next 10 years.He said the typicalagency structurewas lookingmote and more like a pear,with its slendertop representKev Cnreeonrs ing seniormanagement the creative people,andthe lowerbulgecontributing 1. PC hardwareand software $ 863 $ 2,901 group. accountmanagement thepopulous 2. Travel 654 4,741 He predictedthat the traditional15 per3. Entertainment 298 1,921 cent commission will narrow down to qinolp dioitc 4. Booksand music 156 761 Is the traditionaldistributionstructure 5. Gifts,flowers and greetings 149 594 of theAsianinsurance industrylookingiust 6. Appareland footwear 92 361 as tutti-fiutti, with the bulgeat the bot7. Food and beverages 90 354 tom beingthe traditionalagencydistribu8. Jewelry 107 38 tion?In theshorttermup to theyear2000, it lookslike the bulge-not unlike the 9. Sportinggoods 20 63 waistlineof many a gentlemanin their 1 0 . C o n s u m e re l e c t r o n i c s 19 93 forties-will remain.Europe'sgeneral 1 1 . O t h e r( t o y s ,h o m e ) 65 197 insutance industry,considered the more

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Premiums

$ 384.5B

Traditional: agents, brokers, company employees * Percentof Total

$ 3 1 6 . 0B 82.0%

Nontraditional:banks, telemarketing,kiosks,etc. * Percent of Total

Letustakea look at Internetsalesprojectionby productcategoryfor the years 1997to 2000.Thoseuneasy aboute-commercein insurance marketing canapparin the UnitedStates, entlyrelaxbecause theg1obal leaderin e-commerce sales, insurancesalesis not in the top-tenlist of internetbestsellers. Butonecannotbecomplacent. Thepo tentialof sellinginsurancethroughthe internet channelis quite c1ear.Observe how rapidiytravelsalesare expectedto growin theinternetandberemindedthat travel is an intangible-anddigitisable-a serviceasinsurance.

Nontraditional: Directmail, telephonesales * Percent of Total B a n kc h a n n e ls a l e s x Percent of Total

T h e t r a d i t i o n aal g e n c yc h a n n e w l i l l c o n t i n u et o d o m i n a t e ,b u t o n a s l o w l y decliningscale.(Acrossthe Atlantic,this trend is manifestedby the overcapacity in the American life agency system, even after a 22 drop, i.e., d o w n 5 5 , 0 0 0a g e n t si n 2 0 y e a r s . ) N o n t r a d i t i o n acl h a n n e l sw i l l c o n t i n u et o t a k e o v e r a g e n c ys h a r eo f p r e m i u m s . ( N o t et h e d o u b l i n g o f n o n t r a d i t i o n asl h a r ef o r t h e f i v e y e a r st o the year2000.) I n s u r a n c es a l e st h r o u g he l e c t r o n i cc o m m e r c eh a s n o t p r o c e e d e da s d r a m a t i c a l l ya s w e h a v e t h o u g h t -a f e w y e a r s a g o . A s a c o m p l e x p r o d u c t , i n s u r a n c e( e s p e c i a l l yl i f e )s t i l l h a s t o b e s o l d , m o r e t h a n i t i s b o u g h t ,

The New Players The key thing to rememberabout the application commerce of electronic is that if one'stargetbuyerbelieveshe or she understands the serviceproduct well, like travelor entertainment,there will be no hesitationto order through the Internet.Indeed,in a featurein the Herald Tribunea month ago on insuranceand e-commerce, Forrester projectsoptimisilcally Research that by theyear2001, over1. 1 billionUSdollus in insurancepremiumswill be generatedon the Internetby Americanconsumers alone.Thatis 7 percentof al1term 1ife,homeownelandautoplemiumsin the US.Like the next centuryinsurancese1lingvia theInternetis comingto Asia,but not, it seems,asquicklyandasearnestly July-August1998 | TheAsianManager

asit ishappening throughout theWestern boothright on the wide corridorwhere world. hundredsof shoppers walk everyhour In countrieswhere doorshavebeen to or fiom the popularcinemas.Note openedto foreigninsurance companies, thatthevastmajorifyof shoppers People are disposed visiting American,European andJapanese com" theMegamdwouldbetheurbanmiddle to buy wherever panieshavequietlymovedin. We have incomesegment,the fastestgrowing seenAetnaandPrudential expandin Asia. incomesegmentand of whom nation they are in a place T h e y h a v e b e e n f o l l o w e db y J o h n wide only 6 percentareinsured.Thisis where they enioy Hancock,Zurtch,Nipponand A11ianz, the obviouschoicefor Berkleyasa target amongothers. market.Of thetop5 percentwith thehigh spending moneY In termsof innovating waysto distrib estincome.Q2percentalready haveinproducts, uteinsurance themostinterest- surance. ing new entryin AsiaisBerkley InternaThe Berkleypeopleat the Megamall tional.itselfa iointventurebetweenW.R. atuactprospects by distributing lettersgrvBerkleyandNorthwestern MutualLife.In ing recipientsthe chanceto win-with its very first forayinto the AsiaPacific nothingto buy-attractivegiveslike: market,Berkleypartnered with loca1inI two season I gant you onegoodguessasto what ticketsto thepopularpro vestorsin the Philippines is all about. to selllife and b a s k e t b a l lg a m e s v a l u e d a t the one-hourpresentation pre-need products. We examined the dis Duringthepresentation, Berkeley specialus$1,000 tributionstrategy of Berkieyin Manila.The I freefinediningto first-class which restau- istswouldtalkabouttheirproducts, system operates on makingthetraditional rantsworthUS$600 includepre-need typeslikeretirement and plans.Really, agencysystemmoreefficientby separatI a shopping theeasypartisthe spree at theno. I depart- education ing the taskof generating leadsfromthe mentstoreworthUS$250 actualselling,onceyouhavetherighttarprizeisa college sellingtask. Thesecond education getbuyerwith therightneedsandwants. T h e B e r k l e yd i s t r i b u t i o sny t e mi s planworthUS$6,000 rightifyou saytheratio andthethirdprize Youareprobably premisethatpeople US$4,000 basedon the general is prettygoodcomparedto in cash.With raffleprizeslike of success are disposedto buy whereverthey are thatandnothingto buy,doyouthinkthe the salesinterviewsof the fypicalagent. in a placewherethey enjoyspending middleincomeshoppers The Berkeleydistributionsystemis cursignup? money.Wherewould that be in a large Manypeopleagreeto havetheirraffle rentlysuccessful but it is not without Asiancity?Withoutdoubtat the biggest entryvalidated by attending an hour- problems. shopping mall.In Manilathat would be longpresentation within 24hotrs.Berkiey theSMMegamall, with floorspace in two has anotherofficethreeminute'swalk Higher Customer Value buildlngsmeasuring morethan six foot- awayfiom Megamallso agreeable prosForthe longerterm,the organizations ball fields,and hostingabout 1 miliion pectscanwalk,notdrive.to thepresenta- to watchout for are thosethat aresucshoppers a week.Berkleyrunsan open tionvenue. cessful in theirownbusiness butconsider theinsurance industryanattractive investment.Thesecompanies believetheycan significantly inclease customer vaiuewhile at thesametimesignificantly reducingthe highcostof the industry's traditional distributionsystem.Thoseattractedto the insurance industryare GeneralElectric, because of thesuccess of itsfinancial businessunits,andMicrosoftbecause of the industrypotentialwith e-commerce and databases. The irrepressible Richard Branson, chairmanof the VlrginGroup, hasseenfit to launchVirginLife,andwhen askedwhy he wouldentera "drearyand discredited" business he would answer: "That'swhy." Wehopeto hearhow manynewchannelscanhelpour industryhow we can involvethe traditionalto Uansitioninto the nontraditional. Theremustbe a creInvested ativebut orderlyretreatfrom the tradiThatis, surtionalto continuedsuccess. Scanned image background couftesy of Sunlife of Canada vive, andgrow. I TheAsianManagerlJuly-August1998

lTb benefits are apparent: live, executable prices with less human error. Itb the human mindset that has to change

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Trading

in'hewffiW he end of this century is fast approaching and never has InformationTechnology affectedlife andcommetce sourgentlyandinti matelyasnow two yearslnto the countdown, when the very calendarthat will takeus into the next is etchedin a languagethatcanspel1 bothorderandchaos in the snlitof a second.Themillennium bugls real,but what is morerealis that the new millenniumwill come,with or withoutthe bugand,with it, thenecessityto cometo termswith whatthenewly bornworldca1led cyberspace offerstheenterprising soul.Whatis it andhow does onedo business in it? The simplestanalogywouldbe the temporary andinvisible'space' created by two peopleconducting a conversation over the telephone. Biggetspaceis 'occupied' bythreepeopieteleconferencing. Butcomputerscanbemadeto communicate with eachother,too (hello,modem!),overthe sametelephone1ine.And peopleany wherein the world,sittingin fiont of a computerand wantingto talk to each

otherwithoututteringa singleword,can dosooverthathuge,invisible, dimensionlessspace madeof millionsof milesof entangledtelephone linesca11ed theInternet. Howdoesonegoaboutmakingmoneyin there?First,be sureyou havean answer to thefoilowingqueslions: DoI evenneed to do business in the Internet?I buy and sellstockshares by phoneor proxyandit hasalwaysworked-soryhy changenow? Exploiting the Net With the adventof globalmarketing, companies arenow pressured to lookand strategize beyondtheircountries' borders. Business todayseesthe worid asa huge source ofpotential revenues. Reaching out and converting these"potentialcustomers"to actualmarketshareis the key to establishing significant revenues, shareof mindand,mostimportant,brandloyalty. Whatbetterwayto reach500milllon"potential customers"than exploitingthe Internet? Deveiopments in the Internethave neverbeenso excitins.With the advent

graphical of advance interface suchasJava modems,and and Active-X,high-speed state-of-the-art database managers andweb servers, thepossibilities of doingbuslness in the Internetare endless, as they are promising. Thereis.especially in developing countriessuchasthePhilippines, a plethoraof business opportunities that can be enh a n c e da n d p u b l i c i z e tdh r o u g ht h e in particuInternet.Philippine companies lar havestartedusingthe Internetas a meansof gainlngpublicifyandgenerating sa1es. A highlyinnovative Filipinobankis a casein point:doingonlinebusiness [virtualbanking)hasbeenitsvisionandplatformto providefast,safeandflexiblebank "Yehey," ingservices. theonlinePhilippine thousands of searchenginehasattracted Filipinosandforeigners aliketo gaininterPhilip estin knowingandunderstanding pineculture,thelatestlocaldevelopments and currentbusinessopportunities. W h i c h e v ew r a y o n e l o o k sa t i t , t h e Internetis gowing in a big way in both advanced anddeveloping countries. July-August1998 TheAsianManager

But,iustIikeanytechnological breakthrough, theInternetisonlya toolforcompaniesto gaina distinctcompetitive advantage. Companies mustdo theirshare ofestablishing a nichein theInternet. They present mustnot onlymakethemselves throughweb advertising but alsoshow theircustomers thattheInternetprovides value-added seruices thatcanimmediately bedelivered to them.Onespecific internet application thatstronglyposesa valueto customers is InternetTrading.

resultsof onestockagentbut alsoobtain The significant i n f o r m a t i o no n t h e w h o l e m a r k e t . reduction of stock ThroughIT, brokers canofferbetrer0ptions, market analyses, andtrends forcusagent intervention t o m e r sD . e r e r m i n i napc c u r a tm e arket raises questions coloris oneof thesuccess factorsin arriving at soundinvestment decisions that about job security thentranslate to clientvalue,delighted and description. customers, andcomperitive leverage. Tobesrrre. theapeof IT doesnolcome On the other hand, w i t h o u t i t s s h a r eo f h e a d a c h easn d portfolio managers c' " h- _a_ 'l" lo e Tsh.es i p n i f i c arnetd u c t i oonf '"' n s e stockagentintervention raisesquestions may have difficulty in Accuracy and Opportunity aboutiob security and description. On accepting the new InternetTradingflT) is nothingnew. the otherhand,portfoliomanagers may TheUnitedStates, Singapore. Thailand h a v ed i f f i c u l tiyn a c c e p r i nt g henew paradigm of andHongKonghaveadopted thisconcept paradigm of placingordersthroughthe placing orders well overa yearnow.Whatis excitingis Internet. in anynew development. it is that IT has neverbeenwidely imple a l m o s itm p o s s i b rl e o a c h i e vp eo s i t i v e through the mentedin thePhilippines. Thisjustmeans response withoutthoroughly understandlnternet that thereis a tremendous amountof lng the impactof IT on the entirecomgrowthandopportunity in thisfield.For panyandits customers. thosenot quite familiarwith Il it is a O n e o f m a n a g e m e ni tm' sm e d i a t e seruice thata11ows bothretaiiandinstitu- reactions onceit decidesto enforcea tionallnvestors to buyor se11 stockissues new technology is to treartheprojecras Operations), investment in new training or securities overtheInternet.Several se- purelytechnical. In mosrcases, theInfor- programs, anddevelopment of learnorgacuritiescompanies are seriously looking mationSysrems Deparrmenr nizations. is lefr llSl into theenforcement of IT andaregear- with thechallenge Tnfernet rradinsis nof all technical ofdetermining in boththe ing up to providethisservicein the near h a r d w a r ea n d s o f r w a r en e e d s a, n d nature.It involvesthe cooperation of di future. enforcing thesystem withoutanysupport visionswell beyondthejurisdiction of IS. The IT benefitsare apparent because f r o m o t h e r d i v i s i o n s ,m u c h l e s s Althoughthe technicalissuesregarding priceswhilere- management. IT offerslive,executable Thelatterhardlyrealizes datasecurity, networkmanagement, daducinghumanerror.In an industrythat t h a t a t l e a s t 7 0 n p r c p n l o f p n f o r c i n o . a tabasemaintenance, and response-time requiresclosemonitoringof priceissues complexsystemsuchasInternetTrading analysis aresignificant, thewidercontext andmarketilends,the needfor IT is in entailsconstant communication between musthaveto dowith how thesetechnical dispensable. IT a11ows stockbrokers to have c o n c e r n eddi v i s i o n (st h a ti s , H u m a n issuescanaddvalueto customers.this first-hand.information aboutthe trading R e s o u r c eM, a r k e r i n gF, i n a n c a e n d meansthat all divisionsmustbe ableto contributein givinginsightsand sugges,..f:.rtionson how IT canbe attractive, viable ii.,tti *,r+ n. ) Y,".i: andusefulfor boththe organization and its customers.

467.90

The Pitfalls I once worked for a softwaredevelopmentcompany thatfocused on build ins Oraclervannlicarions for financial andmanufacturing firms.Thecompany steadily $ew overtime,and managementdecidedto aimfor ISO9000cettlfication.Thebenefits of standardization and documentcontrolwerebothveryatffactiveandchallenging for theorganizalion. ISO9000 waswidelyregarded as the u l t i m a t ew e a p o na g a i n stth e c o m p e tition. Ironically,the companywas so gungho aboutISO 9000 certification t h a t i t p o u r e da l Ji t s e n e r g i ejsn t h e procedures and technicalities without TheAsianManagerlJuly-August1998

"...thele also can be a positivesln u n d e r s r a n d i nh go w t h e s ep r a c t i c e s pletelyeliminated because of thehighrisk participativeand reflective between ergy addedvalueto our customers. Theoffice of losingmillionsin thesecurities trading nnpnnpsq Whpn thic srrnpror dovplnnc ir hlindlv ednnrpd tho ISO nrnrpdrrrpc business. polirics isa powerful forceroundermine w i t h o u ti n t e r n a l i z i nt gh e p r o c e s sI .t On the otherhand,Marketing must d n 0g d m ep . a ! r n g r. n e K e yr n m y e x p e n waslike countingyourstepswhiledanc- explaln to customers thatIT doesnottanse n c e i s b o t h m a k i n g i t s a f et o s p e a k o p e n l va n d d e v e l o p i n gL h es k i l l st o p r o ing.As a result,thecompany did not re- ferfullcontrolto theuse$.Customers may eha otao nne'5 OWn and Olh dIrri|plv spondimmediately to customer needs.It orderstocks overtheTnterner, burauthoers'thinking." was thuscaughtin rheviciouscycleof rizedpersonnel muststillauthenticate the changingits standardprocedures when- validation, clearance, andauthorization of Finally,the companyasa wholemust everit noticeda declinein customer ser- the transaction. Thegrowthandsurvival understand thatIT isonlya toolto elevate vlce,withoutstopping to lookbackonwhy o f l T s r i l lh i n s e o s n r h ec o h f i d e n coef theclient'sexpectation of whatgeat serthe ISOprocess wasworkingagainstits knowlngthat customerinvestments are viceis. IT offersthe brokersa chanceto mainobjectlve of providingqualityprod secured and protected rhroughout the getcloserto its customers. As mentioned p a r l i p r T T c : n n r n r r i d pb r O k e r SW j t h i m uctsandservices. As timepassed, service I n t e r n a t n r n a p ( q decllned dramatically; thecompany's 1oyal portantcustomer feedback that canhelp clientsturnedto othersoftwaredevelop- Toward Great Service the company immediately address cusment goups,and the companylost sig The enforcement o[.IT is a dynamic tomerneeds. Meticulous attention to cusfnr onedivisionto tomerservice nificantmarketshareandwaseventually eventIt is imnossihlp isalways thepinnacle of any boughtout. determineall consequences of this new successful business andall theseinnovaInternetTradingentailsa closecoordi- service. plannlng Companies to besuccess- tlonsandprojectsthat companies invest nationbetweenMarketingand HR to ful with IT musttransform theconcerned rn will meannothingif thesecompanies understand the reactions and concerns divisions intoproactive learning organiza- arecomplacent in truly understanding of both customers and employees. IT, tion.Toachieve this,companies mustfirst how theseinnovations increasestakebeinga new conceptin the Philippine se seeIT froma macropointofview.It must holdervalue. curitiesindustrymaybe seenasa threat lookatthepossible consequences thatmay getting Theworldisindeed IT smaller. to stockagents. SinceIT provides market affectthe brokersandcustomers andde- in the Philippines wl1leventually be the analyses andordertaking,agents pollcies mayfeel termlnepossible thatassociationsnormin securities trading,andsecuritles th:t IT is rherp tn rpnlerp rhpir inhc It is (e.g.,Philippine StockExchange andSe- companies thathavedonetheirhomework veryimportantto explainthatIT will en- curitiesandExchange Commission) may well will generate an enormous amount hancetheirunderstanding ofvarious stock formulate. Also,thecompany mustnotlet of marketshareandrevenues thatwould marketsandprovidethemmoretime to politics undermine theproject's success.makethemverydlfficultto beat.With all developsoundadvicefor customers. Hu- As PeterM. Sengementionsin hisbook, thisin mind,is yourcompany working maninterventlon in iT will not be com- Thp Fifth Dicrinline smartto geta pieceof theaction? I P r v L L v u ' L J

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ffiWWMw Immediately afterthe 1986EDSARe" try sums,many of President Aqulnocommitvolt, Corazon thesechildrenreget government Philippine to the goal ted the thehbirthandcannot immunization. The of universal child perceive anything (WHO) World Health circu Organization more signiflcantthan to have t h e n e x t m e a l . A 1arinstructingHealthDepartments (NID) Day was a National Immunization seven-year-old street "Sana not not immune to crilicism for it did come bulagakoparamas I n a n e r a o f e c o n o m i rce s t r u c t u - urchinoncesaid, I commitment pro malakiangakingkita(l wish I wereblind with funding.Presidential fing, capacity nation the of a to | was a signal to mobilize broad-based acforis citizens isseverely sothatI couldearnmore)."EvenasASEAN I videsecuriry flesh spirit tion, especially where the and for the andthe familyis put un- governmentsratified theConvention I curtailed, andbourses arenot. der pressure. Representing the mostba- Rightsof the Child, povertyremainsthe is willing,but purses gave (Op Alis Dlsease birth to Oplan: sicformsof humansecurity,the familyis child'sonlyreflectionof theirparents'and This Remove Disease). Plan: wherewe run to when all eisefails.But their country'sstateof affairs.Yetgovern- erations of ln the eighties, the Department economies may not when parentscannotspendtime with mentsof developing Extended Program of Imtheir childrenbecause they mustwork, be in a positionto fulfill its emergingobli Heaithhadthe to theCitizenChildalone.Mecha- munization[EPI).Fundedand managed or when childrenthemselves cannotbe gations coffers,EPI wasableto with their parentsbecause theymustgo nismsfordealingwiththeChild-Customer fiom government caterto only 20 pelcentof the targeted to school,thefustintimations oftheweak- aredirelyneeded. population. AndEPI'sgoalthen children's eningof thesocialfabricbeginsto unravel. provide formoreservices otherthan wasto At the familyand communitylevelsthis Target ZercPolio "Everythingwas dry the ground,the the BCGvaccineandtheTetanus Toxoid createsmoraluncertaintyandpanic,and governments are compelledto rethink trees,theriver,but oncewordwasout that to the rural healthunits. the DPT With Oplan:Alis Disease, theirobligations to the CltizenChiid.Al- therewasa medicalteamin thearea,fami beforethelaw because mostfaceless they liesflockedto thesite. Theoncepeaceful I d i p h t h e r i ap,e r t u s s i sa,n d t e t a n u s ) , of cry measlesand oral polio vaccines(OPV) arebelowlegaiage,almostuseless to the hill turnedinto a hopefulsymphony parents.And as were addedto the regimen.And to the politicians because theycannotvote,chil- ing childrenandscolding stress moreperniciously the wind biew and childrenwailed,par- team,volunteersfromyouthandcivicordrenexperience By 1989,B0percentof chilanddebilitatinglythanadultswhen pres- entssaidtheir prayersof thanksand the ganizations. heavens smiled."Jennie, a volunteer of the drenbelow12monthswereadministered suredto scrapea living. recalled hervolunteer with theimmunizationvaccines.Forthis Accordingto the IntemationalLabor U.PMountaineets, UNICEFDirector-General work for the National Immunization Day achievement, Organization about one hundred [LO), personally the con$atulated Grant James (NID) among the indigenous communities under 15 are millionchildren the ageof government. Philippine in the mountain barangays of Southern working,halfof whomarein Asia.Living "Childrenmayyet surviveto be thedepartDespitetheproject's success, adult livesprematurely, working long Palawan. percent large 15 to ment noticed that a pa1the hope of our nation." hoursunderextremeconditions for l2

TheAsianManagerlJuly-August1998

20 percentof theannualeligblechildren clubs.Thetechnicalsitetookcareof the Facelessbefore the werenot reached by theprogamandleft ilainingneedsof the program, while the Iaw because they are a goodnumberof children un-immunized. socialmobilization grouphandledthe in legal age, below Thedepartment thenaimedat targeting a formationdissemination programof the largerpopulation andidentifiedtheirtar- program.PastRotaryDistrictGovernor almost useress to the g e t g r o u pa s c h i l d r e nf i v e y e a r sa n d OscardeVenecia mobilizedfirstPresidents politicians because younger, whichmadeup 14.5percent of of RotaryClubsin Manila,meetingweekly they can not vote, thepopulation.In 1992,thedepartment'swith them to discuss their plansand acchildren experience sentinels reportedonlytencases of polio. tions for the informationdissemination Hence,to flushout poliofiom the envi- campaign, sfress more and formsof supportto the ronment,all childrenwho canpotentiaily other committees.EngineerVersola perniciously and harborthe viruswereimmunizedat the headedthe logistics committee, together debilitatingly than sametime. In addition,the department wlth consultants fiom WHO and PAHO adults when pressured inmeased theservices it offeredto thecom- (Pacific HealthOrganization). munities. Asidefiomtheregularpoliovacto scrape a living cines,they offeredmeaslesand toxoid Multisectoral Coordination vaccination, as well as vitaminsupple Thisnetworkstructurepermeated the mentsTheDPTandBCGwasalsooffered whoiesystemfromtheupperto thelower Althoughgovernment healthworkers to areaswhereimmunization wasbelow levelsof socielv Thp four Committees offeredgovernment healthservlceslike B0percent. Althoughtheplanningbegan werefoundnot onlyin the centraloffice, vaccination, a greatnumberof the rural (now Senator) but alsodown to the community1eve1, areasdid not benefitfiom theseservices. beforeHealthSecretary term,it wasonly in 1993, whichfostered bettercommunications JuanFlavler's be- The coastaltown of Tagapul-an, West duringhisleadershi whentheprojectwas fweenpeoplefiom the communities and Samar, is a casein point. Youngmothers "The peoplefiom actuallyimplemented. peoplein the agency. with slcklychildrenof the town's6,000 To implement the project,a mazeof the bottomhelpeda 1otin makingthe population camefor theNID. Untilthen, committees werenetworkedandlinked. projectsuccessful. Itwasfromthemwhere healthservices andbasicinformation on Thesewerethetechnical, socialmobiliza- we gotmostof theinformation andassis- healthcarewereinaccessible to therural tion, logrstics, and resourcecommittees tancewe needed,"Dr. AgnesVenegas, mothers. composed of DOH officials,RotaryClub thena medicalspecialist, noted. Thesamephenomenon occurred in flve membersand universitv-based vouth Thislnteraction betweenthe commit- interlandbarangays in WesternSamar. teesin the lower Thetownwasknownto be inhabitedby -+-^+^ ^f IL^ ^-^ JrldLd ul LtL( prurebelmovements andidentified asan "engramand thosein emy"territory.DaysbeforetheNID,pasfhp hiohpr ctrete sengers of a DOHvehiclepassing through helpedin motivat' Villarealtown were ambushed, leaving ino iha dpnrrtthreedeadandtwo injured.Missions to ment'semployees. theseareas,then,wereconsidered high As Venegas added: risk. Thedangertheareaposedhindered "The pmnlnrrpac government officeslike DOHto offertheir wereaccountable to services to thetown'spopulation.Butthe t h e c o m m i t t e e s "Oplan:Alis Disease" wasa missiontoo they were working importantto abort. A cease-fire for chil in. Eachlevelhad drenwasdeclared to allowfor theefficient i t s o w n c o m m i t - transferof medicalhelp and services to tpac rrrhieh rrrara thesewar-torn,rebelinfestedareas.This the same as the effort requiredtappinginto a complex maincommittees in networkof NGOandGO peacenegotiathe upperlevel. In tors,lawenforcers, localofficials, commuaddition, thepeople nity leadersand elders,and contacts at the lower liveii- within rebelgroups. hood multisectoral Militaty fotceswere senton "health coordination with missions", assisting NID on-site, andalso "patakcenters"in military iho nannla at tha organized 1ocallevel. NGOs, camps.Rebelgroupsalsocooperated and privateagencies, laiddowntheirarmson NID day.Through andotherotganiza- the militaryforces'servicesand equipKids scraping for a living do not understand anything more tions were tapped ment,aswell astherebelforces'cooperasignificant than the next meal to help." tion, DOH wasableto reachareasonce L ! ! u t

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July-August1998 | TheAsianManager

thoughtto be untouchable.The result? ratein WestA 108percentachievement ern Samar. This encouraged replicationin other Toachievetheirgoalofzero difficultareas. poliobytheyear2005,government health workersand volunteelswere missioned to far-flungareasoncenot reachedby the government services.Mobilevaccination onhouse-to-house teamsweredispatched "healthmissions"to the hard-to-reach uplands.DOHlikewiseestablished'Patak Centers'in all governmenthealthfacili ties,$ing-incenters,barangay healthcenters and day care centersnationwide. Publicareaswere not spared.Busand malls,sportsand trainterminals,shopping ports,marketplaces,churches,and became'patakcenschoolsimmediately ters'. People and Peso Momentum Priorto everyactualdayofvaccination, healthvolunteers,workersandmanagers were trained,especiallyin handlingthe facilitieswereesvaccinesandcold-chain tablished.The aim wasto have l:1000 volunteerto populationratio. Every5 to postshada supervisoq which 6 vaccination to clty/ reportedon the project'sprogress nationaicenters. The amountand typesof vaccines boughtwerebasedon the reportson the needsgivenby volunteersin the communities. Internationalagenciessuch as the United Nations Children's Fund (UNICEF), Australian International Devel(AIDAB), Assistance Bureau the opment CanadianInternationalDevelopment Agency(CIDAJ,World HealthOrganization (WHO),UnitedStatesAgencyfor In(USAID), Development andRoternational (RI), taryInternational raisedfundsfor the

The Philippinegovernment allocatedP20miilionto buy additional oral poliovaccines, PB.9millionto produce information-education-communicationmaterials,P2 million for distribution,and P6 million for sy ringesandneedles. Beyondthe monieswere the doln war-torn areas, a cease-fire for children natedservices. The projectwas ableto mobilize400,000volunteers. 73,000vol- had to be declared for immunization programs to be implemented unteersfiom publicschoolteachersand socialworkers,girl scoutsandboy scouts, membersof the500 RotaryClubchapters however, in the country studentsof medical,nurs- Despitethe decentralization, fiom localgovernmentunits ing and midwiferyschools;membersof cooperation of thesettarpersonnel allowedfor theachievement non-government organizations, the vacof the barangayand youth councilsand get. Innovationin administering localgovernment of cineswasvital in implementingthe prounitsandemployees units. groups gramsamongthelocalgovernment the donoragencies.Professional suchas the PhilippinePediatricsSociety Mayorsthoughtof differentwaysof bringand the PhilippineMedicalAssociation ing mothersto havingtheir child vacciLArrrPdBrr. (PMA)alsoparticipated in the campaign. nated.ManilaMayorAlfredoLim, for ex'patakcenters'in bus Forthe firstphase,RI approveda Polio groupssuch as pharmaceutical ample,established Business gant of uS$4.6mi11ion, Pluseradication companies, civic organizations suchas terminalsandflaggeddownbuses,searchofwhichUS$1.25millionwasusedto buy LIONS,KIWANIS,ZONTA,REACTANd ing for mothersand childrenwho befor 1993. Thevaccines oralpoliovaccines other communications $oups and reii- longedto the targetedpopulation.Bohol for DPT and measles camefiom CIDA. giousgroupsparticipated. The Roman GovernorDavid Tirol went so far as to AIDABsetasideA$100,000to buy oral orCatholicChurchalsogaveits supportby directlocalcourtsto issuemandamus poliovaccines. UNICEFalsoprovidedP2 issuingapastoral letterreadin allchurches dersfor motherswho refusedor failedto 'patakcenters'. millionfor ffainingandP500,000 for the in the Philippines askingthe peopieto go bringtheirchildrento the produclionof theFieldGuide.USAIDex"patak Lookingback, Flaviersays: "Good to the centers." tendedP10 million for the trainingof Sincethe enactmentof the local gov- healthis goodpolitics,I toldlocalofficials. heaithstaffand volunteers,printingof ernmentcodeof 1991,the localgovern- The secretis ownershipof the programpostguideleaflets,streamers, Volunteers mentsdirectlysupervised healthworkers. they were madeto feel that the NID is ersandothermaterials. r ^ 4 .

^ F

TheAsianManagerlJuly-August1998

"l wish lwas blind so I can find more ways to make money"

their own responsibility." Goodpoliticsyet makesgood copy. Mediamanagement was evidentduring the campaign. Flavierwasin virtuallyevery top-ratingTV and radioshowurging thepubiicwith hisjolly"let'sdohitl" Not onlywasthesecretary seenin tv commercials,he guested in entertainment shows patronizedby majorityof the Filipino masses LlkeTheSharonCunetaShowand Wlma.Not only did he try to reachthe masses thtoughmedia;he alsouse the F111plno's enthusiasm for basketball.During 1993'sPhilippineBasketball Association (PBA)championship, Flavieradvertisedthe programbeforethe last three minutesof the extendedplay,justwhen Filipinos weregluedon theirtv screens to watchthe match. Peopleinvolvedin the projectnoticed that much of the informationaboutthe programfailedto rbachthe rural areas, probmainlybecause of communication lemswith agencyaffiliatesin saidareas. However, thedepartment recognized that Filiplnos,even thosebelongingto the lower bracketof sociefy,usuallylistened to radiosand theirprograms.For those within reach,television wasa partof the Filipino's daily1ife.It waswith therecognition that the utilizationof nrint. andad

media,aswell as showbusiness became themainconduitsof the information dissemination campaign of theprogram. Plugged In This romancewith the mediawas somethingthe secretarydid not easily agreewith. As the programdatesstarted to grow near,Flavier'sstaffaskedhim to host a dinner in his home for the personalities. showbusiness He objected atfirst,saying:" Whywill theycomewhen I call?" To which the staffanswered, "Theywill because youare the secretary of health." Thus,theromancestartedwith thedin nerhostedby thesecretary himself.It was duringthis dinnerthat the nameOplan: AlisDisease wasformulated. SincetheApo HikingSociety wasthere,andJimParedes, oneof the trio hosteda talk showentitled TatakPinoy,SecretaryFlaviersuggested that thesametitle be givento theproject. DannyJavier,anothermemberof the trio suggested thatOplan:AlisDisease beused insteadto givethesenseof urgencyto the situation. It was from this groupthat Flaviersayshe learneda mostimportant lessonin musteringpublicsupportfor a healthprogram. "lf I want B0 percent returnbut haveonly 20 percentof the

time, on which shouldI focus?"Danny "Concentrate on themeJavieranswered dia." Flavierearnedthe title "M.D", not for doctorofmedicine butfor "mediadarling" because of hiseffortsto continually involve themediain theprogramandto hammer in the importance of goodhealth,especiallyof children.He becamean instant celebrity,what with his wit and comic appeal,andjolly demeanor.However, it was not Flavierwho gainedthe popularify,it wasOplan:AlisDisease. The media's response to the programdid not fail to surprise Flavierhimseif,althoughhe ls quick to say that peoplemust have beenwon overto the programbecauseit was designedfor children,and peoplelovechiidren,and the childrenthemselves were attractedto the almostfestiveNID. T h u s ,e v e n i f t h e r e were threatsto boycottthe campaign, theturnoutwashigh.It isworthy to remember thattheprojectwasundertakenwhen the department's operationswerebeingdecentralized. Localgovernmentunits took careof their health programsand supervised thefuown sets ofhealthworkers,leavingthedepartment with mostlyadministrative functionsRallying for the local government's support provedto bea challenging. Oneproblem, which stem-med fiom this decentralization, was the posslble boycottof health workersbecauseof salarydisruptions. Uponhearingnewsof the plannedboycott,coupied with comments thatthesecond NID will not achievethe samesuccessthe first NID did, Flavierrushedto the provincesand challengedthe health workers."l havefaithin my healthworkers.fue you madeof that kind of weak stuff?" Knock-out Polio In 1995,theprogram wasalmost knockedout. The PROLIFE movement campaigned againstthe tetanustoxoid vaccineas an abortifacient, citingscientific studiesto backup this c1aim.They alsoarguedthat the DOH wasdoingthe Oplan:AlisDisease aspartof theirfamily planningprogram. Theywere questionJuly-August1998 | TheAsianManager

ing the reasonbehindDOH'sdecisionto administerit to childbearing women. DOH arguedthat theywerenot tryingto abortthe babies,but was in fact saving themby givingtheirmothersthevaccine. Thepublicdebates bordered on thebitter. DOHhandledthe controversy by renam"KnockOut Polio",and ingthecampaign withoutadministering thetetanustoxoid vaccine.Theunbornchildis asmucha customer for DOH. And then,learningfrom the impassioned advocacy of PROLIFE, thereisrecognitionof the communities as customers. To rccogntzeeffortsexertedby the country'sregions,the proiectawarded "fullyvaccinated region"awardsto regions thatachieved atleast95 percentimmunizationcoverage for childrenunderflve yearsold. Tenof the 14Philippine regions received theaward,andtheP50,000cash prizethatwentwith it. Whilethe awardssoughtto recognize the effortindivldualsworkingtogetherin communities extendedto theproject,they alsokeptalivethe Oplanspirit,its networkedstructuring andits sharedpublic accountability. TherearetheJennies who braveheatand rain for the children,for their families,andfor hopeof new forms of governance. Afterachieving a 95 per centaccomplishment rate,Flavierreceived lettersof thanksfiom familieswho feltthat they benefitedfrom the program.Most memorable arethosescribbled in Filpino: " Sakauna-unahang panahonnadamang akingpamilyaanggobyerno(for the first time my famiiyfelt the government)." If only they knew that that government startedwith verylittle:commitment.I

Oplan:Alis Disease's is success not measurable in numbersalone. Much of the creditgoesto the level of effectiveness in mobilizingtheresourcesall the way down to the grassroots level.when youhaveempowerment,peopledecide:"This hasto be done. This is my part of the ptojectbut I haveto makesure all the otherpartshaveto be done aswell." -ProfessorFred S. Avestruz kam Leade4 AIM\ ADB 16

TheAsianManagerI July-AugustI 998

1,,

$ As amongthe mostbasicformsof security, the familyis a common point of discussion for the benefitof the child.Indeed,manypeople accuse thebreakdown of thefamilyasthe causeof all mannerof social ills. Butin reality,changes in personalandfamilyrelationships arelessa causeof socialandeconomic changes thana response to them. Familiesvary alongeveryconceivabledlmension, andhistorically thestructureof familieshaschanged alongwith economicand culturai circumstances. Thus,beforethe 19'h centuryfew households in urban centerscontained extended families; peoplegenerallymaniedrelatively late,andtheirparentsdiedin their early40s.Sotherewaslesschance of a three-generation familyin the sameroof. Thischanged by the20thcentury asadultlife expectancy increased, and the extendedfamily became more likely.By the 1950smany peoplehadsplitup lntonuclearfami 1ies.And at the endof the century thefamilyisitselftakinganewform. Most currentpanicaboutthe stateof the familyis takingplacein Europeand North America-ironicallyjust at a time when the internationalmediaare swampingthe restof theworldwithsoap-opera imagesof the Euro-American modelof the idealfamily.Muslimcounilies,

on the otherhand,are lesspreoccupied. Theyseemmoreconfident that theirfamilynormsandvaluesaresufficientlystrong.Similarlyin Chinaand manyotherpartsof Asia,offcialsemphasizethe strengthsand abilitiesof the familystructures. Whetherpessimistic or optimistic, mostsuchpronouncements aboutthe heaithof thefamilytendto comefrom the State,or fiom conservalive or religiousgroupsandmaynot correspond to local understandings and experiencesoffamily1ife.Nevertheless, these perspectives are importantbecause they influencepublicperceptionand helpshapepublicpolicy:governments wantingto curb welfarecosts,frequentlyexpressed concernsaboutthe stateof thefamilyandsuggest alloting benefits to familiesaccording to some notionalideals. Excerpted fiom"Strainwithin the Familv,"Stalesof Disarray:TheSocial Efectrsof Globalizauon .UnitedNations Research Institutefor SocialDevelopm e n t1 , 9 9 5p. . 1 4 3

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proving,andcostsarebeingdrivendown throughtheuseof newtechnologies. In thisnew world,thereis moreinformationfloatingaroundthananyof uscan absorbcomfortably. We would thus be wiseto siftthechafffromthegrain. Evenasthe severity andscopeof the A s i a nc r i s i se n g u l u f s ,w e a r el i t e r a l l y swampedby countless analyses of the prescripmaladyandoftencontradictory tionsforrecovery. i believethatunless we find the enduringlessons of thistroubled time.neither ourcompanies norourcountrieswill surmountit. Second. rheverydiscipline of managementshlftsbetweennew fadsandtheories,andit is muchhardernow to distin guishberweenthe truly usefuland the ephemeral in all this counselfrom mangurusandconsultants. agement I believe that unlesswe know what is important, we managers couldbecomemoreconfusedthanenlightened. Third,business success todaycomesin '::'llliill. many forms.Thereis successthat is achievedby cuttingcornetsandstraining ,li' ,,,,,,,,,,,,,,,,

Zobel de Ayala: Learn from the school of life

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there is successthat comesfrom hard work,creativity andvalues.I believethat business success thattrulylastsandthrives restson the stralghtrather than the path. crooked k is importantfor youngpeoplewho wouldembrace business management as a calllngto learntheselessons because in the real world whereyou will live and work,you will succeed or fail depending onhowwellyoucanseethroughthemaze andapplytheenduring lessons of business life.

his is a timewhenAsianmanagers applythe enduringtruthsto thehundred underthe lashof the currentcrisis andoneproblems thatyou will faceasa havebeenhumbledon manyfionts. professional manager andbusiness leader. And manyseeusasthelastpersons As an executive who not so longago to goto thesedaysfor sageadviceon the wasalsoin business school, I seetheneed, art andscience of business management. morethanever,for managers to gerro the Asia'stime of troubles,however,does coretruthsbecause of the bewildering not makethe profession of management changes that havetakenplaceand are irrelevant. As you go throughthe corpo- takingplacein theworldofbusiness. I will rateruinsandtheadversities of thetimes, coverthesethroughthreebroadareas. A SoberingTime ^-i- + ^ J - , ,; - - , , ^ - i + - L r e you will seeagainand againwhat hap The first will coverthe Asiancrisis nJra Luuay lJ a vrlllaul s c h o o lf o r b u s i _ - for both thosewho penswhen time-honored rulesandprin- anditsimplications to all of us.Theworld nessmanagement ciplesarethrownout thewindowin the is movingrapidlyfiom the 20'\-century are aboutto ride the tiger and those rushfor profits.Besides, therearea num- industrial economy intowhatis popularly d^ 1l l .(^4^Uny' ' d^ -J+L-l :l iU^r :1+t . ber of Asiancompanles that havestood calledthe New GlobalEconomy. In thls Whetherwe likeit or not,tremendous wellunderthesalesof crisis. n e w e c o n o m yn, e w p r o d u c r cs a n b e changehasoccurredin AslasinceJune As you makeyour way in the world developed in a fiactionof thetimeit took 1997whenThailanddevalued the baht. practicing yourprofession, running a com- in theoideconomy;knowledge andinfor- Overthe pastten months,Asiahasiived panyor helpingto run one,learnto dis- mationarethe mostimportantresource; througha profoundreversalof fortunes tlnguishbetweenthe transientand the services and products are beingcustom anda wrenching wake-up call.Thishas endurinslessons ofbusiness 1ife.Andthen builtto order;qualifyis dramatically im- beena sobering timefor us all. July-August1998 ) TheAsianManager

spnsp oi camaraderie. Everycorporate leaderand manager havea srearer We calls"livingcompanies," because theyare preferto manage would,of course, and havebeenurgedto downsize,empower comparable to livingorganisms. And like l e a dd u r i n gt i m e so f e x p a n s i oann d delayer,and reengineerin order to im- livingorganisms, theyadaptto theirenvi"manage ornr,rrth Ypt tha orp2tpct tpctc fnr mzn2opnrnrreihp pffiripnrv nf nrrr nnpr:rinnq ronmentand change"effectively. mentandleadership oftencomesduring I do not doubtthateachof theseman- He hasput his thoughtsanddistilledhis timesof crisisandturmoil.Toparaphrase agement theories hassomething to recom experience in a wonderfulbookcalled Kipling,if your organization cankeepits mend.WhatI worryaboutis losingsight I i v i n o C n m n a n i o < headabovewaterwhileothersarelosing of theharder thinking necessary ro really He pointsour thatthe striking thing you theirs,then aremanaging thingsdght. succeed in business. isthatthey aboutcommercial corporations Rppnoinpprino for pvrmnlp hrc hppn If the Asiancrisisandcontagion were arerelativenewcomers in the historyof among criticizedfor ignoringthe humansideof institutions to inducetlmidityandfearfulness in thewor1d. At most,thespeAsianmanagers, thenrt wouldtrulyprove management. andfor sacrificing suchin- ciesisabout500yearsold.Andcompared +^ l.^ ^^+^.+.^^l"i^ pollticaland tu utr laLaJLr uFlrUl. tangiblegoodsascommitrnent andcreativ- to religious,educational, It isa mistake to saythatrheAsianeco- ity to short-term efficiency. othersocialinstitutions, business corponomicmiracleis over,or thatit wasjusta Thetruth is that realbusiness success rationshavea high mortalityrate.Over 'QOs, mirage. But it couldbecome oneif we cannotbe anchoredon just a theory.As thefirstfiveyears of the forinstance, Asians don'tquicklyshakeoffthetrauma. theEconomisthas observed, manyof the 143companies disappeared fromthe ForA s s n m p n n p n n c p s a i d " T h e d i f f e f e n C e world'sbestcompanies neverbotherwith tune500. betweena rut anda gravels in thedepth fads:"Thesecompanies havetheself-conButthen'there area fewcompanies that " rnd it nf fhp hnlp A c i r i c i 1 1 q ri n : r l t fidence torelyontheirownjudgment, spanning cenand haveshowngreatlongevity "know who wouldbe bestif we all understood this. they havethe commonsenseto realize turies.Theseorganlzations Similarly, if we tookthewronglessons thatthef problems how they areparticular to them theyare,andtheyunderstand awayfiomthiscrisis-likethecounsel for and cannotbe treatedwith off theshelf fit into theworld." a returnto protectionism andregulatory remedies. 3M,forexample, rejected new Whataretheirsecrets, we mightwell controls-thenthe Asianmiraclewould ofihodoxythata growingcompany should indeedbe over. concentrate on one line in business. And theanswer, I wassurprised to dis Amongthelessons managers musttake HewlettPackard ignoredthe teaching coverfiom de Geus'emplricalevidence, to heartare: aboutlearning curvesandmarketshares." isnothingfancy. It restsoncommonsense, r Rulesaretherefora reason, annoyit seemslike feebieadviceto dispense prudence, anda sense of soclalresponsiingthoughtheymaybe.Asiaignored them here,but onelearnsa lot by studying and bi11fy. to its sorroq resultingin failedfinancial watching suchcompanies I Theyaresensitiveto the environdo theirthing. institutionsand corporatebankruptcies. ment,which enables them to learnand Transparency is a mustfor recoveryand Living Companies adapt. thrr rAnnt rnrl ornrrrth in tha frrtrrra r rLrLr Lp Jc JcIfUr ri l r nVm JSU L l r nr Vl nqirpr rcL J LltoL ouuPt ollu r Theyhavecohesion andidentify. I Democracy andmarketsdo go to- grow throughgenerations I Theypractice tolerance anddecenarewhat Arie sether. ThemanTra of Asianvalues asan de Geusof theRoyalDutchShellCroup rL 1-4^1rl Zi q- L^l |Ui1^r ,^ g^r-l O^ ULr rr tir ^S ^ t h e m t o b u i l d government for authorilarian apology has provedfa1se. policyis impor Therightgovernment tant,butit isfinallyprivateenterprise that mustdrivedevelopment. As Mark Fuller, anAIM Covernor, hassaid,"countries do notcompete, companies do."In theend, it wastheAsianenlerprise, Asianmanagelabortharreally fueled mentandAsian the Asianeconomic miracleAndthevmust " ' b t ' " .

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Fadsand Realities Distingulshing betweenthe transient withln andtheenduringis alsonecessary of management itself. the discipline todayis the prisonerof Our profession toomanyfadsandtheories. And manyof usareat a iossto knowwhichof theseif any-are truly usefulor worthwhile. We'vebeenaskedto teardownofflce doorsso that employees andofficerscan 18

\'heAsianManager July-August1998

Zobel de Ayala with AIM President Felipe Alfonso and Dean Jesus Gallegos: The Three "Values" Men meet at the AIM graduation in May

constructive relationships with otherentities,within andoutsidethemselves. r Theyhavea strictpolicyof conservativefinancing, which enables them to effectivelygoverntheir own growthand evolution.

are.Theybellevethatsuccess is achieved throughhardwork,ft'ugality, industry,diligence,prudence, honestyandqualityserviceandproducts forcustomers. Andthey are led and managedby boardsand executives thataretotallyaccountable to ^ II +L:^ :- '^ ^^.. +L^+ n l r L l i l J t J L U J d . y u l d t i. n . . t-h. .e- .l -n.n. bo r. -i l. n. , shareholders. companies mustbuildon coreprinciples It is sometimes hard,of course, for corandvalues.And it is especially important porateintegrityto triumphin a developforyoungmanagers to remember thepoint ingsocietysuchasourswheretheruleof about"conservative financing"because law doesn'talwaysgovern.But thereis muchof theproblems in Asiais rootedin no questionthat truly successful compaa failureto heedthis enduring lesson.

Business schoolcomesto an endsoon enoughif we studydiligently. Theschool o f l i f e h a sn o f i x e dt e r m :i t s o e so n forever. ThoughI sti11 considermyselfyoung, I havedoneenoughschooling in thesetwo universities lorealizethatbothareinvaluablefor the tasksof management in the realwor1d.Theycomplement eachother. provideusthediscipline Business schools andthetoolsto structurethetasksof management in the realworld.Theycomplementeachother.Business school provides us the discipline and toolsto structure out task,man,,.,:,t,1,,,',,,], Integrity and Trust ageour time,andorganize our ln a sense, the Asian gisr$ Within the contextof de COmpanieS effeCtiVely. :. . : ,t,l':t,,,,,,,,.t,,t,:,. Cerss' LivingCompaniesare tlvo Theschoolof lifeprovides us Seryes us wdl as a principles important thatcannot thevitallinksto oneanother and in whffitl be overemphasized-the culti- ,'l.',',,, to society. It givesour work its i vationof integrityin the com- ,.,,,, ,', human face. It remindsusthata old and rew panyand the buildingof trust ,.]11..,:,.:...].,,ri corporation isnotanislandunto .tr,,,li,, , :,'i,, within andwithoutit. itself.It hasa responsibility to its Before theadventof rhegloemployees, to its publics,andto ba1economy, it mighthavebeen .'..;'..,.,..,...,'...l.. thesocietyat large.It is not just possible forAsiancompanies to for symbolism thata corporation get by with lessthanthe most is regarded by ourlawsasa citis t r i n s e nnt r l e s .I n t h e n e w zenin its own right. economy, thiswill nolongerdo. Tobuildorganizationsthat l:'.,,,::,':1,,:1,:r,:,, I n v e s t o rw sill pullout their last and fill the purposeln the :,'::]:,:,::,tl,,lt::,' " stakesif there'sdoubtthatyou economy andsociery we cannot do not do thingsaboveboard. merelyworshipby the profit Punishment is swiftandmerciless. nies-and truiy successful management motiveor the managerlal fashionsof the Herein thePhllippines, we reallyneed and leadership-arefoundedon a high day.Wemustimbibetheenduring lessons to takethis message to heart.Our busi- degree ofintegrity. Forit is throughinteg- of business life,integtateour effortsinto nessannalsarefilledwith storiesof fiaud rity that companies build tr'ustwith its thoseof the communityasa wholeand dllu puut. gullLJ. stockholders, employees, andits publics. earnthetrustof all thepublicswe touch. About businesses that were built by Hightrustorganlzations develop much In a sense, the Asiancrisisservesus deceivinginvestorsin the stockmarket fasterthan1ow-trust onesbecause of the well as a schoolin which to learnboth powerof shared with falseinformation. valuesandsocialcapital. old and new lessons. Adversitycould About corporations that havegrown As WarrenBennishassaid:"Trustis an shapeAsiancompanies for the rigors throughrank favoritism by peoplein emotionalgluethat bindsfollowersand of survivalandcompetition in thewor1d. poweror throughfamilymemberswho ieaders together...lt cannotbemandated For whicheverway the world may turn defledconflictof interestlawsin govern- or purchased, it mustbe earned.Trustis under globalizationand the pervasive ment. the basicingredientof all organizations, teanangement of structures and beliefs, Aboutbig corporations thathaveclev- the lubrication thatmaintains the orsani- certainffuths will alwaysabideand erlydodgedtaxes. zalion." endure. Aboutbusinesses that haveprospered As you all go backto the realworld, throughtheriggingof bidsandconfacts. Techniqueand Experience remember thedifference betweenthetranAboutoutrightpyramidschemes and Thereexlstsan importantrelationship sientandthe enduring. A strong,healthy congames. betweentechnique in business andexpe- and profltablecompanydoesnot sprout Onecannotdenythatbusiness success riencein business life.As managers and overnight,no matterhow effectlveits canbe won throughsuchmeans-for a leaderswe rely on fvvokindsof learnlng managers. It evolveslike a living organtime.Butwhenwe lookat thelargerpic in ourwork.Thereis thelearningwe get ism.It growsbecause it hasa firm sense ture,it isclearthatthebusinesses thathave fiom business schoolaboutthe nutsand of identityandpurpose, it isrootedin core survivedthroughthe yearsandgrownto boltsof runninga business. And thereis principles andvalues,andit nurturesan world-class statusare thosethat havea thelearning we getfiom theuniversity of activeregardfor thewelfareof its people o Y n o r i o n c o e nd lifo clearethicalsenseof who andwhatthey andthe communityaroundit. I ^ai

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July-August1998 | TheAsianManager

Father's CHITDREN Gabino Mendoza

ago. I firsrmetIim moreLhanfiftvyears He had a nice tuil head stjll ofhair then. I I H e h a dc o m er o r h e P h i l i p p i n et os HeIaughr in lC while I teachin Ateneo. I wasin 44. Hegottogetherthebestplayersin the highschooldepartment andhis teambeatmine. And it's beenlike that since,with Jimin sports.Henot onlyhad all the jocksin his classbut all the membersof the varstiyteamaswell.Jim took pridein this. That'smy first recollection ofJim.Hewasanorganizer, a teamleader, a fighteron his own right.andfinallya winner. Soonafter,he movedto Davaoon a teaching assignmenl. As soonas he got s e t t l e da n d t h e c l a s ss c h e d u l e sa l l out, he quicklysetup a na straightened L j o n abl a s k e r b a t el la mt h d t ,i n n o r i m e . competed herein Manilaand,became n a t i o n ac lh a m p i o nIsI .w a sa b u s yt i m e , the countrystill on the tail-endof a postwar reconstruction boomand we lost touchof eachotherfor a while. Lateron, whenwe hadthe MBM progam at the Ateneo,he becamepresident andgotto work settingup AIM. Somesay that Fr.Jim was one of the foundersof AIM. That'snotlrue.WithoutFrjim, AIM wouldneverhavebeenfounded.Letme elabofate on that,because the circum stances surrounding the foundingandes' tablishment ofAIM describes thestrength andbreadthof Fr Jim'svision. Whenthe ideaof settingup AIM was proposed, the facultyof Ateneoopposed the ideain toto.Wefelt he wasthrowing us out of Ateneoandtossingus into the samesocialpit with LaSalle.Wethought it was betrayal.We had a big fight. Us againstJim. We went beforethe Ateneo faculff senateand al1of us in the MBM facultyopposedJim'sproposition, with a feNorwhich todaywe callpartisan. And 20

TheAsianManaget July-August1998

the vot crushedmemberof the team.He really Jim?Jim very wiselypostponeA ingbecause heknewhewasgoingto lose. likedto win. He tl-en5pentdbourtwo weeksralking. ThP las' IivPvpa-. Lad heen Iims persuading, convincing and negotiating $eatestfight, and it was painfulfor all with his fellowJesuitsuntii he finally w f o l o v e dl - j - n .t o w a t c hh i n s t r u g g l e s w a v eedn o u gohf t h e mr oc o u n r am a j o r - againstthat faceless, implacableenemy ity.That'swhenhe askedfor a vote. calledinfirmity.It wasagony, butJimnever Thedaybeforethe votecame,he met gaveup. He continuedto try to particiw i t hu sd n dr n v i l e u d st o m a k pa p l e d g e patein facultyaffairs,at a greatcostto his to oneanother wouldbe: remainingenergy.But, perhaps,wise andthepledge "lf we {Ateneofaculty)won, he would teacherthathe was,hiscontinuedefforts respect our victoryandthatif hewon the t oc o m el o o u rm e e r i n gi o 5 i. nu sa rl u n c h . vote,we would continueto teachin the t o g e r ' n v o l v e sdt i l l .w a sh i s c h e e r ' u l , M B M p r o g r a m" . A n d w e m a d et h a t thankfulway of saying"Goodbye,it has pledge,andagain,Jimwasa fighteranda beena happylife," as Lifefinallyebbed winnet away.He nevergaveup. WhenI sawthee-mailthathehadgone, The next time our pathscrossedwas when he joinedour faculty.We put up I mustadmitto you, I wasveryhappy a basketballteam where he was not because I thoughtformanyyears now that thecoachbuta memberof theteam.We he shouldnot sufferthe way he wassufu s e dt o p l a y w i t h t h e s t u d e n t sa, n d fering.And so,for me,Jim'sdeathwasa e v e " yo r c e i n a w h i l e .w e w o n . A n d happyoccasion. I thinkall of us in AIM evefytimewe iost, Jim was the most will misshim terribly. I

Jougey COVERY Maria TeresaColayco tames E Donelan, SJ.,Jesuitpilest,humanist,scholat; a manwlth a heartso big teacherandhomilistpar excellence, geat andsmall,a manwhose it embracedall humanendeavors whole life was an expressionof wonder and gratitude for the beautyandgrandeurof God'screation.FromNew York City, hisfirst home, to Makati, his last, his was a joumey of discovery...of themeanlngof life,of the mysteryof Godbwill, of Him who "wites with crookedlines" only to lead us to Himself.

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he last 30 yearsof FatherDonelan'sjoumeyparalleled the first 30 yearsof the AsianInstituteof Management.To thosewho knew him well and of the Institute, knewof hisrolein the establishment Fornot onlywasFather thishasa special significance. ' Jimoneof theprimemoversresponsible for bringingAIM to life,he wasalso,till the endof his days,oneof its constatt As AIM President Felipe sources of supportandinspiration. servicefor Father B. Alfonsonotedduringthe necrological Donelanon April 6, FatherJim'svery presenceaddeda ' specialdimensionto the life of the Institute.

A Time To Be Born How the Ateneode Manila,De la Salle,Harvard,and the Ford Foundationiointlv worked out in the midr60s for an "lnter'unive$ity Progfamfor GraduateBusiness gave Educationin the Philippines,"which subsequently is a storyfamiliar riseto theAsianInstituteof Management, to manyseniormembersof the AIM community.To these samemembem,the key role FatherJim playedin gaining Ateneosupportfor the proposedioint venturein graduate July-Augusr19981 fhe AsianManagct

Pefhaps, hemayhavewieldeda! evengreaterinfluenceonAIM throughhis extra curdcularwork. As Chaplain,he had been adviserandconfidantto bothfacultyandstudents. Additionally, hischapelhadbecomea centernot onlyfornearbyresidents but for othersfiom far off places,drawn to AIM for momentsof quierworshipandinspiring homilies. In time, theseparishioners and AIM studentshad cometo work togetheron numemusoccasions to helpthosewho hadfar lessin life.Sincethentheyhavebeenworkingtogetherfor disaster relief,galvanized into actionby FatherJim, who hadbrought hometo his flockthe challenge of recognizing the problemsof the lessfortunateandhow the broaderAIM communitycould help. The LauraVicuia Foundationhe established with the Salesian for thecareof abandoned Sisters childrenof the streets andtneAlayng PusoFoundation underthedirectionof theMissionaries of Chadtyof MotherTeresa who ministerto homeless infants,givecareandsuccofto theill andthedylng,weremaior beneficiaries of their combinedhelp. Sincethelnstitutedid not existin a vacuum,its members had to interactwith thosearoundit. Tobeeffective, it did not retreat ftomitsenvironment. Instead, it wieldedinfluence whefeit mat, tered,evenasit recognized thatit will, in its turn,beinfluenced aswell.FatherJim's lifeasfoundingfather,AIM facultymember, chaplain, ftiendandadviserto theAIM communityandbeyond hasservedasa microcosm of what it meansto be a goodman anda worthwhilememberof the community. If one functionof a management schoolis to teachits studentsthe efficientuse of resources and help them tealize

program business education, at the expense of its own graduate patterned afterthatof HarvardBusinesSchool, is perhaps equally familiarHow bothheandBrotherGabrielConnon,FSC,asrepresentatives of thet respective schools, successfullywon thesupportof thebusiness communityneedsno retelling.However, on yearol theAsianInstituteof Management, the30thanniversary it is fittingto try to rediscover the variouswaysin which Father Jin helpedenfichthe life of the Institutethesepastthreedecades.

A TimeTo Remember Goingthroughthelobbyof thestudents'residence thesepast few weeks. one could not help bul norice a numberof photogaphson two of the walls.Somewere in color;otherswerestarkblackandwhite pdnts.Mostof the lat portraits.In thewink ofan eye,thecamera ter were"character" caughtfor poste ty thespidtof itssubiects, amongthema street chiidandanoldmanon a benchbytheriverSeine,watchinglife passby Ioneof FatherJim'sfavorites). Of the colorphotographs, someareeasilyrecognizable aslandmarks, an Englishcathedral silhouetted against a darkeningsl(y, theNotreDamein Padsseen fromdifferentangles. Then,asonemovedon to FatherJim'sold once, morephotogaphscatchthe eye a close'upof a detail from the JesseWindowin Chartres,and its towe$ picturesthathint at the feasuresto be foundin TheGrandTout: FatherJim hadtakenall thesephotographs at differentperi' odsin his liIe.As an Oxfordstudentdoingthe Englishcountryside,onva-rious tdpsthroughoutEurope, on pilgrimage to Mary's shdnes,or asan awe-struck favelermarvelingat statelyGothic spiresandthe quietstrengthof Romanesque archesand,years later,asa pilotflyingoverthebeaches of Boracay to ferryvisiting of Business, Deanof the Collegeof futs andSciences, thenRecfiiends,or asa plainobserverof teemingManila.The pictures tor ard President. It wasduringhis presidency that AIM was capturedhis keeninterestin the world aroundhim. Photogra- founded. phy,however,reflectedbut oneaspectof the broadhumanistic After leavingthe University,FatherJim joinedthe Institute palette experience that hasbeenFatherJim's of life. Nonethe- fulI time in 1972. Howeve\like Chaucer's Oxfordscholarin less,the framedphoto$aphsin the students'residence lobby The Canterbury21es,he remainedone who "would gladly andin the off,cethat wasoncehis,remindus iusthow much teach."And his studentshavebeenall the betterfor it.Thehua humanistandscholarhe was. manitieseducationand bent that wasFatherJim'sbroughtan uncommondimensionto AIM. In the classroom, his students in theW ttenAnalysis of Cases(WACJremember A Time To Learn onlytoowell A $aduateof Oxfordwherehe obtainedan HonorsM.A. in how he hadwalkedthemthroughthe rigorousdiscipline WAC the 1950s,FatherJimeamedanM.A. in Education, Philosophy, required.In theprocess, manyof themhadlearnedto appreciate ald Theologyftom Woodstock Collegein Maryland.Aftercom- the beauty0f clearandsimplelanguage, an addedvaluewhen pletinghisstudies, he ioinedtheAteneodeManilaasa Professor dissecting a problem.Of hlsrolein thistask,he hadsaidin the of EnglishLiterature. Subsequently, he becameChairmanof the Intoductionto God'sCrookedLines,TheSearch for Truth, a University's Graduate Depan'nent of English,Directorofthe Lib- collectionof hishomilies,thatit "wasnot a badpreparation for eralArts Programfor Executives offeredby its Graduate School homilies."

TIME AND SAVE MONEYWITH THE PORTABLE ARISE DISPLAY SYSTE

TheAsianManagetlJuly-AuSust1998

A Time To Share ln the ExecutiveEducationPrograms, he had providedan experiential elementthatwent beyondthe coursework.Tothe purelyfunctionalandpracticalsideof management curriculum he addedthebroadening experience of theliberalarts.Bytracking thecou$eof westerncivilizationthroughthearmchairtravelogues ol TheGrandTou4\eexpanded theinstructional vision of the academe by includinga humanisticview of life. His lecturesandsiidepresentations {theslidesdatingbackto thosepre, ciousdaysof studyandtravelin Europelhadbroughtthe past aliveto his audience. And judgingfrom remarksthe TouI had elicitedfromtheparticipants frombusiness andgovemment, there hadbeena deepappreciation fortheculturaldimension thecouJse hadprovidedall along,a betterunderstanding of the common threadof humanityrunningthroughmen'slives. It wasnot justin the classroom andin the seminarsessions that FatherJim exertedinfluenceon the life of the Institute.

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greatly. menandforthecommunitymatter A thifd Uuth, perhapsthe mostimportantof all, is that sufferingdefines a man.In thelastfewyea$ofhis quiet life,his resignation to the tdalsof ill health, his acceptance of the painandthe sufferingthat went with it, revealedhisunwaveringfaithin God. Tolive by thesetruthsis undoubtedly difficult. Butto "striveandnot to yield,"no matterwhatit takes,is what FatherJim hastaughtus. It is the spidtthat will preserve that addeddimensionin thelife of theAsianlnstituteof Management that Fil Allonsohadspokenof. It is alsoan assurance thatthe legacythatFatherJimhasbequeathed to AIM will continueto flou shin theinstitutionthat he loved. the far-reaching effectsof shadngthesewisely,AIM hassucceeded ThejourneyofFatherJimis overbut we stillhavemilesto go. in morewaysthan one. FatherJim and AIM familymembers Anduntil thedaythathe canwelcomehisfriendsto hisFathef's haveusedtheir resources efficientlyandwiselyin projectsthat house,I amsurethathe is pralng for us all,glvingushisfavorhavegonebeyondthe confinesof the classroom andthe wofk- ite Idshblessing: place.Together, theyhavetaughtthosearoundthemwhatlifeis "Maythe road rise to meetyou, all aboutandwhat true sharingmeans. May the wind be alwaysat you back, May the sun shine warmlyon yourface, A TimeTo Build But if the association with FatherJimis to haveanymeaning the rainfall sofrlyuponyourfeld, at all for the Institute,therearelessons to bedrawnftom hislife And until we meetagain, at AIM, tuths to be adoptedasguidelines for living.Onesuch May Godhold you truth is that the pursuitof excellence in one'sfleld is a never in the palmof His Hand." endingtask.Anotheris thatgenerosity andcarefor one'sfellow-

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GE Fr. ThomasSteinbugler,SJ.

The life of the RomanCatholicChurchin the 20thcenturyhasbeendominatedbythegreatCouncilof VaticanIL When'that Council discussedthe ReligiousOrdersof theChurch,it urgedthemto movetn apparentlydifferentdirections;to deepentheir understanding of theiroiginal,foundingchaflsmandto adapt it to modern times; in other t1/ords,to exploreCONTINUITYandCHANGE.Thosewordsalso characterized ourfriend,JimDonelan.

im learnedto fly as a New York teenager,and en, The Love Of Learning joyedboth flying and fliersall his life. Often he would jim wasprepared at Oxlordto ffainyoungJesuitsin English fly the JesuitProvincialto isolatedareasof the counfy Iiterature,a work he lovedand continuedwheneverpossible. to visit the Jesuitsin Culion and elsewhere. Earlieron, He hada greatloveof learningandtadition, which he sharcd, however,his flying got him into trouble.While a theology with generations of students, especially throughhis GrandTour studentat Woodstock,he stole away one day,borroweda LectureSeies. planeand decidedto nosedivehis friendson the golf-course. A man of suchtalentandresourceswas sooninvolvedin To his honor,ashe skimmedovet their quicklybowedheads, administration.As Deanof the AteneoCollegeof Arts and he saw the familiarfaceof the Masterof Disciplinestaring Sciences,he gavethe dormitoriesa permanenthome, and up at him! His own doseof disciplinewas administer€d the showedearlyon his concernfor the lessfortunateby establishvervnextdav. ing the AteneoSchola$hipsProgram,which todayprovides HisNewYorkcompetitiveness wasalwaysevidentin hissports, P40mlllionyearlyto supportneedycollegestudents. AsAteneo whethergolflng,handballor basketball; asa youngscholastic in President ftom 1965to 1q69,he laidtheadministrative foundaDavao,he coached nationalchampionships, andhelovedto win tions for the modemAteneoUniversity,built the RizalLibrary, himself.And hiscamerawasevernearby,to capturethe classics and welcomedthe EastAsianPastoralInstituteto the Loyola or recordthe humanheart. HeightsCampus. July-August 1998 | TheAsianManaget

Anothergreatconsolation in hislongillnesswashisgowing in interest the streetchildren of Manila.He,who oncedreamed of dormitories,tenniscouns,and evena golf coursefor the Ateneo,now enrolledhischapelcongregation andotherfriends in thesupportoftheSalesian Sisters andtheirmanyworks.None of uswill everforgetthelookon hisfaceas,fromhiswheelchair, hewatchedtheirsingingand dancingtohonorhim andhisfriends at hisannualbifthdayfund-raiser. Thisrefocusing of hislife was partof theworldwideJesuiteffortto createa morejustandhumaneworld.

The BeautyOf The Soul Thetruebeautyandstrengthof hissoulwasclearlyrevealed in hispatientfortitudeduringhislongillness. Hementioned once that the painwascontinuous,'like a dentistdrillinginto your tooth24 hoursa day."Buthe nevercomplained, andcarriedon his manyprojectsaslongas possible. He wasfor us Jesuits,a or in ljvingexampleof our idealto servethe Lordin sickness health,througha longlife or a shofione.We suffered with him rhroughhis longandquietpurification. AlthoughhelivedoutsidearegularJesuit communifyformore than25 years,JimlovedtheSociety. Asayounglad,hisentrance wasdelayedfor severalyearsof Collegewhile he built up the requiredbackground in Latin,but he neverwaveredin his desireto join.Hefollowedou longmissionary tradition,andgladly joinedin theformationofoul youngermen.Hewasalwayshappy to joinhisold LoyolaHeightscommunityat Ch stmasor Easter or on the feastof St. Ignatius,oftencomingat greatinconve' nienceto himself.HisProvincial alwaysguidedhiswork at AIM andhisinvolvement in nationalaffairs. Fr.Jim was one of our mosttalentedmen. He worc many hats,mostof them very successfully. And we shallalwaysreHe wasalsowise enoughto cut his popularterm short,re. memberhim asa goodpriest,a wisecounselor, anda cheerful signingsothata FilipinoPresident couldbeappointed. And, his andgenerous ftom pain,we friend.Aswe prayedfor hisrelease participation now reioicein therewardsof a1lhisgooddeeds.Surely,he now finalgift,with visionandcourage, hewon Ateneo's - hishome restsin Deace I in thefoundingolthe AsianInstituteofManagement with manvof hisftiends. for the restof his life.

The Wisdomof The Heart

It wason Paseo de Roxasthatthepriestlydimen sionsof Jjm'slife fully flourished.He was deeply devotedto the Chapel,tie regularroutineof daily holidayliturgies,numberless andweekendmasses, weddings andfunerals. Hewascounselor to students and pa shioners,prcvidedfor the studentsin thâ&#x201A;Ź dormitoryadvisingthe highestandlowliestin the

counrry One of the geat gtftsin Jimt life was Mina, a younggiri he met in a roadside eateryduringa trip to Baguio.Shewon his heartimmediately, andJim providedfor her educationandsupported her brief effortto bea religious. On a beautifulSaturday morningin thePacoCemetery chapel,heofficiated at her wedding,and gaveone of his very bestwedding homilies.HersonDanielwasoneof Jim's$eat joys in later years,and he lookedforwardso much to visits,especially theirSunday ashisstrengthwaned. 26

lJuty-August TheAsianManager 1998

- t.I

l.first metJamesFrancisDonelan, a) al S.l. in lQ48 at the Manila damesticairport.

He and I wereregentsat that time. Wewere

7Jt

on our wayta DavaoCity to join threeother priestsand get a sahool sta ed. fhat earlv

Bl ? D

\.t

h/hat lmpressedme about Jim was his

singlemindednessabout his work as a mis sionaryHerewasayaungmanfromNew York standing6'3" tall in hiswhitecassock tossed by the wind 0n his way to what we thought \

were hinterlandsof rhe Philippines.He

had rolunteeredto be a Jesuitmissionarl.

and had left home and fanily. We spent two interestingyears tagetherin Davao. Managementhad borrowedP 80,000.04, s httap:ttm

thp

tima

tnri

hnuoht

6 hectare propertyfar the schoal. This loan had managementso worried that we literally had to tighten our belts. Our des sert morningnoon and night were deli cious bananas.But after a year of this regimen, Jim said to me: "Rody, I'm beginningto brachntu. ,, t

MAN ona fvrt5

"']r+>,

"9 +

Fr. RodolfoMalasmas,SJ. July-August1998 TheAsianManager 27

"What'sto brachiate, "Youknow, Jim?"I asked.He sald, dreamwasto makeAtenâ&#x201A;Źode Manilathe (latholicHarvard of swinging frombranchto branchandtreeto tree."But there theFarEast, groundforLeaders to bethetraining fortheregion. werecompensations. a lovefor classical l-orthishebeganto modifythestructure Jimand I developed of departments in the jn theeve muslc.Why?How?Because llnlversityand becamevery selective nings,wherever we wentjn the bujld with facultymembership. Fora start,his ing to cofrectpapersr we couldn'thelp teamorSanized summer sessions in man but listento Beethoven, Bach,Wagner agemenl, staffedby visitingprofessors andothetmaste6. from HaNardtogetherwith Harvardtrainedand Whartontrainedmen and Renaissance Father women.Theseinitiatives culminated in So,be Jimwasanallaroundathlete. the foundation of the AsianInstitute of sidesacademic subjects, Jimwoulduse Management financed lim said, by the Zobelde athletics to win theyouthto (lhrist.He parrnership Ayalas, in with De La Salle "Rody, I think , oI n lormea d n dc o a c ' p df n I r e d m 5t w LlniveNity andcollaborated in bysomany thehlghschooldepartment andtwo in competent men andwomen.He even I'm beginning gradeschool.He produceda national Volunteered to be resldent chaplain and highschool champion team.Herewasa professor. AIM hadbecome hjsmission. to brachiate" mangoodin athletlcs, 0utstandingin acaNewmanagemenr expelts, Chrisdan and demlcs, anda manof prayerA disciple n 4 " ( f - \ r i a nt.o L h ( a db v. h pp . i p \ ' l yj r of thegreatJohn P Delaney, Jlmbrought fluence ofJim,arenowscattered notonly histeamsregularly to mass. Tohiswards, in the Philipplnes, bur all overAsia.All a glant,a heroanda modei.SomeofJim'sboyshave these Jimbecame developments I observed wirhinterest andadmifation from governors, become mayors andbusinessmen andoneou$tand. my cubbyhole in the CradeSchoolDepartment. lifewas Jim's ing "sabungero." Theschool crowned with fiftjngglory' a g]oryaftertheheartol Ignatius, Jimhelpedto foundis nowa uni a versity with 4,000in gfadeschool, 2,000in highschool, 5,000 glorycontained in a shorrparable. jn college, andabout300eachin LawandMedicine. wanted to be a A P a r a b l ef o r Jlm fllng missionary in the Kings Philippines, verymuch Thprp \^/;\ ihi( Kino liketheJesuits assigned whohada garden, and t0 tne snow-covered i n h i s g a r d e nw a s a m i s s i osn o f A l a s k a , favoriteplant,a bam w h e r e s m a l lp l a n e s boo tree,which he landed v i <i t o . l o v a r v t i h a ho on skis.Forthis had taken flyinglesJim tooka walk.Theking sonsandobtainedhis lovedto iistenas the pilot'slicense. But the bamboo Leaves rustled Society of Jesusdidn't ln thebreeze. Heliked findit easyto buildrun to watchit swayhere wayson themountains and therewithout of Mlsamis, Bukidnon, breaking. a n d U l i s t a n g a .S o , O n e d a yl h e K i n g sjnceJim hadanother told the bamboo:" I greatlove literature, needyour servicefor " persuaded hissuperiors rhp npnnlp Tha h.rm him to takeup English b o o a n s w e r e d": C ) Literalurein Oxford King,takeali I have, 'fake instead, andJimeasily All Iam," The obliged. Hecameback Kingcut downhis fa to the Philippines an voritebamboo treeand priest, ordained withhighcredentjals tuckedunderhisbelt.H1s madeit a channel of springwaterto crossandirrigatean arid 'lhe doctorate andhispriesthood became hismissionary instruments field. fieldbroughtforrhrich harvest. Jim Doneiansaid: "TakeO i^ hrino na^nla.l^cor t^ ahri<i l-ord,my ljberty,my mind,my memory...Onlythy andArt firstwirh Jesuit loveandthygraceon onebestow' GoddidtakeJim'suseof his Jimsharedhisworldof Literature thenwith the students of Ateneode Manila.From bodyfor a longtimerackedwith pain.He tookhismind,his Juniorates, amonghlsJesujtstudents emerged andPresi. memory. JesuitProvjncials dentsof Ateneo.Afterwards recrorby Fr Suchis themystery of (lod'sgreatloveforJames Jim wasappointed F.Donelan, president General, then,finally, ofAreneo deManila.Hissecret Jesuit Manon a Mission. Soiong,Jim,praytora1lof us. I

Afrer a year's diet of bananas

TheAsianManager July August 1998

Fr. Bartholomew Lahiff, S.J.

BestFriend

l,t

& Theftrstceremonial act performed whena newPoDeis chosenis briefbutimpressive. An attendant stepsforward,lightsa tape4allowsit toflarefor afew seconds, Ecce, andthenblowsit out.He thenintones, sanctepaten Sictranseatgloria mundi: "Takea goodlook,HolyFa ther Thlsis whathappens to thegloryof thisworld." he ceremonyhasbeentakenoverby the Churchfrom the coronation of the Romanemperors, but its meaning has been radicallychanged.Insteadof the bleak Stoicismthat informedthe coronationof the emoerors. it is an exhortationto the new Pope.He mustcarryout his awesome obligations faithfullybecause he will soonhaveto givean accountto theOnewhosevicarhe is.Thatceremony shouldbecarriedout for everyChristianwhenhe reaches his majoriryTimeis precious.Preciseiy because thereis solittle of it we mustbe remindednot to wasteanyof it. TodayJim Donelanperformsthat servicefor us. He callsus together aroundhis mortalremainsto reflecton thatimportanttruth. And thisis the mosteffectivewayhe cando it. He capsa life of servicebyperforming this,hislastandgeatestservice.We areheresohe cando us a favor.

A Noble Purpose youshall Theancienttheme,Mementomori Remember die-can easilybea bit of drearymorbidify.Not for us Chris' is tians.lt tellsuswhatthepurposeof lifeis,andthatpurpose a nobleone.And just aswe preparefor importantthingsin life, so alsowe mustpreparefor this, our meetingwith the Godwho lovesusbut who expectsusto useHisgiftswisely andwell.Whathavewe doneto feedthe hungry,givedrink to the thirsty,andclothethe naked,to carefor the sick?TodayJimhelpsusIo preparefor this.And sowe aregratefulto nlm. Thereis somethingelseJim is doingfor us today.He has broughtustogetherto gdeveoverhim.Griefis certainlypain' ful, but it makesus morehuman.Thereis somethinggrotesqueabouta personwho cannot$ieve. Sometlingvital to July-August lg98

TheAsianManaget

the humanpersonalityis missing.One glancearoundthis chapeltellsusthatis not oul failing.A presence thathadbeen partof our lives,an enrichingpartof our lives,is gone.There will be poignantremindemof that.We can'tcallJim up and havea goodtalk. Therewill be a chairthat shouldnot be emptybut is.Therewill be timeswhenwe thinkwe hearhis voice,andthenwe will discover ourimaginations haveplayed a crueltlick on us. Therewill be timeswhen we needhelp and we will lnstinctivelysat aswe haveso often,"l'll call Jlm."And thenwe will realizethereis no onethere.Yes,we gdeve,but not for Jim but for ourselves. It is we who have presence losta precious fiom our lives.Hisdeathhasmadeus poorer. But our grieffor him makesus richer.Thisg ef is sometiingwe havein commonwith all of our fellowhuman beings,but likethe taperceremony, thereis a difference. And we areat a timeofyearwhenwe aremoreawarethaneverof thisdifference. Evenby humannormsCh st is themostinfluentialperson in history.It isextraordinarily rarethatanyone writesor speaks contemptuously of Christ.ForHisteaching, Hislifeanddeeds, thereis usuallvunallovedadmiration.But muchof thiswritingandspeaking m$seswho Christisandwhatit is thatmade him so;no authorof the New Testament makesthatmistake. points Eachone out thatwhatmakesChristwhatHeis,is not Hismiracles, Histeaching, or Hisdeeds.It is Hisresurrection resurrection fiom thedead,a Hepromised we wouldall share. As the Preface of today'sMasshasit, "ln Him who rosefiom the deadour hopeof resunectiondawned.The sadness of deathgiveswayto thebrightpromiseof immortality. Lordfor yourfaithfulpeoplelifeis changed, notended.Whenthebody of our earthlydwellingliesin death,we gainan everlasting dwellingplacein Heaven."

ChristIs Truly Risen Whatevererrorsomeintellectuals mayhavemadeabout Christ,thepeopleof Christianfaithhavenot.AmongtheSlav peopleof EastemEurope,duringthe EasternSeason theydo not geet eachotherwith "Goodmorningor Goodevening," "Christis but rather,onesayson meetingan acquaintance, "Christ ffuly risen."His acquaintance replies, is truly risen indeed."WhentheAtheiststookoverRussia, theyproclaimed premathedeathof God,an obituaryt}lathasbeenunusually ture. Massiverallieswere held throughoutthe countryto preachthenew gospel. At onesuchrallyspeaker afterspeaker told the audiencehow luckvthevwefe to be fieedftom the of Christianity.Eachspeakerwas politelyapsuperstition plauded.Thenthe masterof ceremonies madea mistake.He who wishedto address invitedanycomrade theaudience. An old manambledup to the microphone andbellowed,"Christ is truly risen."The audienceleapedto its feetand shouted back,"Christis uuly risenindeed."Thentheold manslipped backinto obscurity. Brevityis the soulof eloquence. Jim wasa superbathlete.He wrote andspokein a way thatstirredpeople.Oneof hisw tingshelpedput beforethe nationtheplightof streetchildren, tiose unwartedwaifswhom behindin itsrushtowardaffluence. Therecould societyleaves beno finermemorialto Jimthanto continuethehelphe gave 30

TheAsianManagetlJuly-AuSust1998

to theSalesian Sisters for thismostChristianproject.Manyof themareheretodayto thankhim. LikeJimtheybelieveit is betterto lightcandlesthanto cursethe darkness.

Farewell To A Best Friend of Jim wasa publicperson,first asa Deanand President theAteneodeManila,thenasoneofthe foundingfathers and guidingspiritsof thepsianInstituteof Management. Butthere wasa secretsideto Jimthatveryfewpeopleknewabout.Any Jesuitwho wasin tloublewould find in Jim a sympathetic listeneranda generous friend.Hewasthesameto anytoubled personwho cameto him. He did not believein shootingthe wounded.Theidentityof mostof thesepeoplegoeswith him to his gave. Perhapsthe bestway we can saygood-byeto Jim for a while is to quotea blessing that he himselfloved,one that expresses Christian optimism aboutlifeandconfidence in Cod's loveafterdeath:

'Mayall roadsopenbeforeyou, nny thewindalwaysbeatyour bacl$ maythe sunshinewarmlyonyourface, maytherainfa[ sofilyonyourfields, anduntil wemeetagah,rnayGod holdyou in thehollowof His hand"

The First

Crosscultural JoseL. CuisiaJr.

MANAGER

prerer.e5 ol krowinglim verv I makeno 'ad well.I believe onlv a veryfpw''ravp I p e r s o n d l t h e o t a d e e p . l r i e n d shlp Srfr I I w i t l ^r h en a n .B u ta ss o m e o nweh oh a o beengracedby hisexample,I am proudto claimthat,because of Jim,I havecometo knowthingsoI grealimponabourorganizingandconsensus-building, aboutmobiliz' ing resources and gettingpeopletogether. Directlyasa teacherI cameacross parallels in experience with Jim.How to preparefor a classand what to do if it doesn'twork out,how to conductlessons andmaintain focus, howrorplateto students ol alilearn. ing styles.As a fellow travelLer, I cameto know aboutbeingfar fiom home,being amongstrange$, andaboutstrikingandnurturingnew friendships. Sadly,like the rest of us, I cameto know too,aboutillness, loneliness, sufferingand loss.Thesewere thecycles andpfocesses of ljfe,it seemed, andwe allcameto recognize them,sooner or later.On thislevelI ieelI knewJimwell enoughto remember him with love.But aspartandbeneficiary of his life'swork,I statewith pridethatI amoneof the priviledged fewwho knew what motivatedJim to takeon AIM asa life'swork andwhat propelled him to seeit through. I recallhow Fr Ledesma put it in hjshomilyduringthemass at theAIM Chapelon April4, whenthenewsfirstcamethatJim hadpassed away."Jimnourished AIM likea chi1d,with thesanc. tityandeloquence of hislife."JimlovedAIM andthislovemade hjm happy.He lovedit with a steady, sustained forcethatout stripped distances in time,pauses gapsin in personal contacts, the wdttenword,andlapses in memory. I tdedto retrievewhateverI couldof hisnotes,seeking to piecetogetheran imageof Jjmwith assimplea clutchof words thatwiil temperthesyntaxof sentiment, whichI knewannoyed him. Onein particular, wrlttenby handon an AIM notepad, "we struckme mostasquintessential Jim Donelan.He wtote,

needwork to be happy."Stapledwith otherHoly Weekreflec' pieceof mindpreseNed tions,it wasanappropriate in time.The lifeworkJim chose,I believe,andthe work he choseto do fof thefounding andbuildingof AIM, defined him,to usea phrase we a1lunderstand when we look for meaningand missionin life,our'sorsomeone else's. HisworkwithAIM madeJimhappy. And the reasonwhy he choseto be hereat AIM, to pioneer in business ethicsand management communication, and to go throughall the WACS(WrittenAnalysisof Cases)day in anddayout,washiswayof showing, by example, how it is to havefounda wonderfulway to behappy. Washington Syciprecallsthat evenbeforeAlM, jim had urgedhim to be a memberof the Boardof Ateneo,knowing fully well that WashwasneitherJesuitnor Catholic.Thatwas Jim, too. Religonor nationalitywas neitherdisc minationor qualification. It wasno surorisethen thatwhen the ideaof AIM wasfirst July-August lo98

l.? A-tdn MdndS.r

rialchairs.Therefore, I conclude thattheAteneoBusiness School wouldnot enjoythe kind of supportftom the business communify thatwouldbe givento a joint school."Thatgotthe votein Iantary24, 1968,when handswereraisedto be countedand issuespareddownto brasstacks. Thingsfall into placefor a reason.By 1973,he had introducedManagement Communication and Business Ethicsto a new generation of managers in AIM. Thesewerethepioneers of is notonlygood tie consciousness thatenlightened management for everyone in the workplacebut alsofor everyone elsein the humanenterprise. The fundamental tenets,now clearedfrom the roughroadsof a questthatJimwon't quit,wasnow formaf izedinto a workingphilosophy. with Hobbes, that Jimbelieved, puts war with himself. a societywithoutmoralstandards manat "Moral Withoutthesestandards, socialharmonyis unattainable. standards," of his teachingnotes,"are Jimwrote in the Preface the bedrockof socialinstitutions." In fact,in 1991,whenhe wrotetheAlnual Reportfor AIM, we get a glimpseof iust how encompassing Jim'svisionwas for AIM. More thantwentyyearsafterfoundingAIM andtwo "The personsremovedfromactivepointolview,Jim observed: (AIMJSteering They Committee hada senseof manifestdestiny. knewtheywerewritinghistory.Theybelievedthatthe lnstitute shouldbe preparedfrom the beginningto offerits educational psia.lt stronglyfelt expertise to theothercountiesof Southeast that the new schoolshouldbe regional,and that it can be a regionaiinstitutewithoutdisappointing our localFilipinoinvestorsor curtailingour serviceto thenation...Thelongtermgoal

hatched,it wasJimhimselfwho hadto do everlthingftom pa perworkto legworkandback.AIM wasto be a joint ventureof Ateneo(theJesuitsl, andLaSalle(theChristian brothersmyalma mater.)Thatwas,in Wash'smind,the biggesthurdlethen,and collectiveactionto resolvetheissuewas,at first,lessthanlukewarm. SisterCatherinesaidthat Jim had his high schoolin a placecalledBishopLoughlinHigh,underthechargeofthe Christianbrothers.BishopLoughlinis likeour LaSalleGreenhills. It's likeJimwasa Lasallitewho becamea priestin Ateneo.Or,long beforetheycoinedthe phruse,Jimhadalreadylain the foundation on which anyonewith a bdght ideaand the faith to pu$ue it canwalk the talk andviseversa.SisterCatherinealsorecalls how Jim hadto be turneddown twice by the Jesuitswhen he appliedto enterthe Society. On the thid andlastchance,Jim prayedbeforeSt. FrancisXavier:"Please,pleaseintercedefor me to enterthe Society!If you do, I wili go and work in the East!"St. Francismaynot havebeena goodiudgeof shoes,but he sureknew a goodtlekkerwhen one cameknockingon his SUA'CR'AE NOT.YANO OBTAIN fREE Actually,what happened door threetimes.Jim was accepted! INFORMATION ON SCHOOLS d..r Eurcp. USAC.n n kd. was a differentJesuitinteNiewedhim on that third try. But far s.tmi! tr Lun{id :xriM J sdirq tr LA(; a rsu\n be it from me to dampensucha hoppingsenseof theaue.Inci' . 3 , , , " i -.. Dr' OUF I - .rn" nn dentally,theJ€suitwho interviewed him the firsttwo timeswas { - r . ;. cL. I a . tr-\l' ! a, '.r in the Philippines! on assignment tri! \di. : trr ow..rdN E,Eurc9€ D got whereJim I mentionedthis because I appreciate all his i c t."." c rrr-t \r-t cq4" rlP", : ' r \ ' push D for a management enelgyto schoolwith a broad,values t ca Hr ,,,^as trlr,il ,.. ,,,., I 9( c $- -", -,r.r.hisexperiences, certainly, anda judiciousnet a: tt rr rr , .t ur' ", t - . F . ' basedphilosophy: o !.1 work ofcontacts. Butthekeyhereis a deepspiritualsourceftom 3 Ei"'r;'' l:i,,.': E;,i1" i8ih""l.i,. I trM|I oBmnahdn c Rdrirn Dq^ whichhe drewstrengtiandsustenance to pursuea dream.The Ea Oc . \- . , 1 * r , IVrrldwldc o' ir' r! P q F dr a tr\di-r I !'"d' 250 P.t!. samesourceapparently suppliedhim with a lastingsenseof hu' E \ . i ( h n ! " , r t r !' P'us,R..ruit.E'lop 20 Lh@li o'd' r Ertrr ' I tr\'"' )tr| mor.As AIM'Sfoundationhistoryhasit, the roadto raisingre- E t r ' u , b d O atu' E[.r O Edmhnlh EhieFrtB! "..,Th. llBA C:rer Gdd. B vsy AO\!us ti sourcesfor a schoolof thoughtaboutgettingalongwasnot a :X n s" r -, o- r, m ustul lor drlu.ting boin.$ D"-!* Ev.b,n. DHmlsi' pdnn*h@lr .nd .ru smoothone.ButonceJimgotstarted,well,faithgavehisinven- tI Ot r w' nivi dr 'i n 8 . . ' E G r t ! t h. WhanulI hr.l E tr !J..JI E LT ' tion wings.And alsotherewasalwaysSt.Francis.Anyway,when \ o od.i us' Orsrl^/Rsdq E NoB.sr ryrE! ru\al,l. thjngsdid gorighr,theywerererrific. Takethe paperhe presented at the UniversitySenate.Titled PuHbh.d hi.. 4h F.r - sr?irt {d rrl "The Advantages rtY6: Ust35.5o Farr98): Us$l'lso of a JointVentureSchool,"it did not mince 5 Curent Edition (Sprins98)i Ustl95o _rfAnru.l (SprinS& .'| vi., VJier-$l Add LJSTBOODe, eo{,o, @suo.(k "A wordswithout that famousDonelansmile: keypremiseunjl1 Eurcp.r l r l l ruirrmp.d,ma,a I S.nd .h€cL/brnkdEi/credt orn ior Exprr n e derlyingthe wholeideaof AIM is that the supportof the busi paFbl€@: nesscommunity-and I suspect theFordFoundationhingespre- USI The I'IBA Career Guidc Arlintbn Rd4 32-3,1 ciselyon the joint natureof the venture,e.g.the ZobefAyalas NWI 7HU,UK Londd havingofferedtheirMakatiproperfyon the conditionsrnegua F& +,{,t(0)l7ll8l ,1949 Tel+,+{10)17l l83,kll nonthatit canbe usedfor anAteneo-La Salleventure.Thiscon- Etuil rcmit@c.rer{!id...om ditionhasalsobeena keyfactorin thepromiseofotherprofesso-

1998 TheAsianManager.luly-August

r! d

,\tr.

r ')rl',1'r'-,

giftedsaintwho madethe world perfect.But is to developinto the mostoutstanding graduate schoolof busl an exceptionaliy nessin Asia." theworldis not perfectandneitherwasJim.Butfortunately, the Therepoft'sreturnto personal pluraltouchesbasewith Jim\ factsareperfectly clear: byputtingupAlM,Jimmovedtheminds r00ts,distantandimmutable,that pointsunequivocally of realpeople whoseactions havea realandprofound to the andhearts futureandits own questlon:"Aswe approach theendof thefirst p f f e c - oanr u r l d r n r e a l r o u b l ap n dn e e dh\ e l pr e aqi u i c k . quartercenturyis it a propitioustimefor us to turn to our over Of courseI endlhisfibute with anotherDonelanism. This seasgovemors andto thegovernments because it is alsothemostnonsequi ofthenon Filipinoalumni oneis themostponderous tur lt'sanotherscribbleon yet anotherpieceof paperstapledon to seektheir help?" Foreverthe optimist,Jim now eyedtalentsbeyondthe bor yetanotherreflection. Underthegeneral category of "man'scon"A ders,fixing to attact the bestmindsin the regionto teachat stanttemptations," of heartis thesource Jimwrote: change AlM, phisicallybroaden itsvalues-driven Pasted on topof it is another intellectual capital."So of all humanthoughtanddesire." at the endof the discussion, It says"Parking." the Stee ng Committeefinallyde pieceof microDonelan. I makeno pretenses cidedto goAsian."Butalsoforeverthe comedian, of knowingJimreallywell,but I think Jimcapped presented on a closure witha lumpof gas."TheCommittee gave thisis the challenge to us in that members Jimin hispassing a sighof reliefthattheactonym the ridiculous, of theschoolwasAIM andnot littlepieceof paper:Giventhesublime, andeverythingin betweenthatlife'shanddealsus al1throughoutlife, PIM." the material Givenhim andhistory, with the spiritual? Profound Jimwasto my mindthefirstrealcross how do we balance insights can culturalmanagerHe hadwhatgreatteachers be shunted aside when even the most basic material andconsensus. buildershad:the gift of communication. s a r l ' l n gB.u ri l w e But jim's was also n e e d as r eu n m e r . .r.n A I M . p e r h a pt.h. a r ' p of balance, touchedby compassion, theneventhemostprofound the offspringof wisdom.Ihe lour, his haveno sense insights ol deepest commitmenb values adventure into the mastermindsof mankind,js testament to are nothing more thanlip to his service. If that s the case, then we have pointof understanding of humanslrength sadly missed the andfrailtyandhow we may manageto ljve togetherdoingthe leastharmwhen are strong Jimandhislife. I'd like to believeAIM hasiearnedandcontinues andbe leasta burdenwhenwe afefrail.In â&#x201A;Źfowingup froma to learn glassroots how to balance whatis thesoulof AIM with thebottomlineof mlssion, in crossing plumb cultures across thesea,in 1ngthe depthsof theacademe soin a timeof crisis, andthe realties a man of a mercantile AlM. Evenin a timeof crisis-more like world,in the verydayto dayinteraction feminds us to master our desires, to defineandconfine wirh Catholics, non Jim Catholics, non-Chrjstians, atheists andagnostics, Jimandwhat themweli,sothattheymayservethegoodof all. Goodbye andHetlo,Jim.Youmaybe absent he believed in became in body,in the the centerof gravityaroundwhich a halLs AlM, multipLicjty of butyoushallalways bepresent in rhehearts of cultures orbited in sealch of all ofcoherence, cohesion, conciliation. In anidealwofldwe wouldallbesinging praises to of usfromAIM. I Jufy-Augusi1998 t 1?A .tanl4andgp,

DONELAN

SisterCatherineDonelan.S.C.

WhileFr JamesE Donelan,SJ., was thefoundW father of the Asian Institute of Management"he wasalsoa son to lovingparents,an uncle to healthy and beauti.fulnephewsand nieces,and kindredspirit to trvosiblings.His siste4SisterCatherineDonelan, 5.C.,sharesher memoriesof herfamily's early days with tim as a boy,a student,andfellow trar/eler. he threeof us-myself, Jim,andBill werebornseveralyears apartfrom eachother.Mom andDadfelt it's bestto space the childrenat leasttwo yearsapart,which I thoughtwas verysensible ofthem.Thatwaywe didn'thaveto gothrough the disruptions of growingup togetheron a closeagerange.So, whileJim,myself,andBill hada longhappychildhoodwith our parentsandour own setsof friends,we didn'thavea longchild' hoodtogetherI'm surewe missed thecrowdedfun sideofbeing in a familywherethe kidsare of similarage,but asfar asI remembef, we appreciated thesolitudetoo,because therewasn'ta shortage of ftiendsandplalmateswhenwe'reout of tie house. On the otherhand,our beingseparated by ageandtimekeptus closelongerasbrothersandsistersbecause therewasa partin eachof ustiat wantedto extendour childhoodsowe cancatch up with eachother.The Donelanchildrenwerea travellinglot, andin sucf a youngage.I wasjusteighteenwhenI left hometo join the Sisters of Charity.Jimwasfifteenandbarelyout of high school.And Bill,wel1,hewasstillverymuchthebabythen-and quitea handful,too.Hewasinto sportsveryearlyon, likeJim. Wheniim went off to collegeandI wasassigned to a mission yearswould passbeforewe saweachotheragain, in Canada, andoftenit tooklongerfor the entirefamilyto be together,for an entireday,athome.Fromcollege Jimwentto jointheJesuits, and I was sentbackto New Yorkaftercompletingmy assign ment.Bill himselfturnedseventeen andgot involvedin sports. Theymadetheir own tripsaroundthe country The Donelans criss-crossed thecounfy in theiryouth,I suppose. Butallthroughout-andin factthe fartherwe were aDartthe morewe wrote eachotherThat'sthepartofJimthatwasthe mostenduring;he wasa goodcommunicator. Healwayswas,in everyway speak

somepieceof newsfrom eithersideto hurryacrossthe ocean. He keptusinformed abouthimself, aboutDavaoandhiswork, andthosedaysof nothingbut bananas till he $ew a tail.Jimhad a livelysenseof humorall his life.Ard of course,sports-itkept him on histoes.Hedidn'tlike to getslackandlazy. I misshim.Jimwasa loving,gentleperson. He didn'tmake a big show aboutanything,includingstandingup for what "'tsr w' 'u'its, "rrE'ri'La. he believedin. If it canbe achieved throughwork, thendo the The next time I sawJimwason his entranceday,his dayof work and let the theate be a kind of lemonadebreaklater. vowsin the Societyof Jesusandsoonafterthat he wasoff to Which js how I grew up feelingabouthow a civilizedlife is Davao.Thosewere threelongyearswhen we didn't seeeach conducted, too.My brotherJamesdid thingsin a quiet,gentle otherat all.Theseweretheearly'50s no E'mailor phonein way,includingthingsthat weresecondnatureto him. I think Davaoyet, sowe weren'tin touch.But we bothkeptthe post that was what drew peopleto him. He sharedhis happiness once in briskbusiness for yearsandyears.Therewasalways gently,andby example. 34

TheAsianManagerlJuly-August1998

A Publicationof the Federationof Asian Instituteof Managemenl . AlumniAssociationsI n c .

V o l .V l l l N o . 2 J u l v 1 9 9 8

FAIM Heads Meet to Strengthen AIM Alumni Network ChapterExecutiveDirector Dr-riceCasaclang,MBM'73, anclFAIM CoordinatorDanclyClauclio.MI)M 93, also attencleclthe rneeting.

FAIM Heads ancl AIM officers discr,rssalumni matters. Ckrckwise. from left to right, Prof. Patricia L. Lonbc, Assrriate l)ean firr International Relations; I)igoy Fernanclez, incoming Philippine Clupter President end FAIM Chaimran; Guillenno Parayno, MBM'77, Philippine Chapter President; Mark tsagarsing,MBN1'96.General Marrlger for AIM Tiger'sClub: Ofi:l Ilisnar MRMrBS.FAIM SecretaryGeneral and Director for Placementand Alur"nniRelations(PARO): Bob Chandran, MUM'7,1,FAIM Cheimran and LI.S.A.Chapter President;Gan CtreongEng,MIIM'S2(Singapore)rBirnal Chapagair-r, MDM'96 (Nepal)t Malee Celi, MUNI'95,RxectrtiveI)irector of AIM Scientific ResearchFound:rtion (AIMSRF);and Dean Felipe B. Alfbnso, AIM President.

The Federationof AIM Alumni AssociationsInc. (FAIM) held its annual FAIM Heads meeting on May 2 at the J.V.del RosarioBoard Room of the ACCEEDConference Center in Makati City. A whole day of freewheeling discussion addressed various alumni issues and concerns. The seven FAIM Chapter heads and representativesin attendance led by FAIM Chairman and U.S.A. Chapter Head Bob Chandran, MI)M'74, aplreedto resume the annual FAIM Conferenceand to continue organizing alumni activities for continuing education such as talks, lectures, and seminars. Meanwhile, incoming Philippine chapter president, Digoy Fernandez, MBM'73, and Cris Lin, BMP'77 (Taiwan) were elected FAIM Chairman and ViceChairrnan,respectivelyfbr FiscalYear 7998-1999.AIM President Felipe B. Alfonso, Associate Dean for Intemational RelationsPatricizrL. Lontoc, Director fbr Placementand Alumni Relationsand FAIM SecreltryGeneral Ofelia Odiloa-Bisnar, MBM'88, Philippine

All slilles u'ere written over tl-reirf'mes after a krng ci:r1..I.'rom left tcr ("Ihailand).Ofel riglrt, Digry Femandez,Porntip Iyimapr-rn,NIBN1'92 Odila<>Ilisnar,l)ulce Casaclang,Birn:rlChapagain.MDNI'Ib (Nepal), 'f.A. Prof. Petricia L()nt()c. Mark .fegaraj, Tl\'lP'83 (N4ele1,sia), I|:rgrtsing :rnti| )lrntlvClatttlio.

AIM hosted a clinner parq' for the FIAIMHeads bv tire pcxrlsicle. Standing, fiorn left to right. AIM l)resiclent Felipe B. Alfonso. Guillenno Parayno, B<tbClundran. I3imal Chapagain,T.A..fegaraj. ClanCheong Eng, Chris Lin and Digoy Fernenclez.Serted frorn left to right are MarveeCeli. NIrs.lVlaryAnne Alfirnso, l)orntip Iyirnapun, Berna Lonrotan,MIlMi7,i, Chainnan, AIM EntrepreneursClub, Mrs. Alice Parayno. Dulce Casaclangand l)andy Claudio.

What's Inside ... AIM News AIM pearl Anniversary Homecotning 1998 anclm1;re... The Silver Tubi-larians

Catnpus News Galing Pook Awards 1998 This yeal Galing Pcnk receiveda tohl ()f 327 program applicationsnationwiclefron 251lcral goveffrnent units. The first screeningheld on Decemlrr 77,7997,at AIM shortlisted the progam applicantsto 720. lhe screemng was condllctecl by 60 cxperts ficxr the acacleme,the NGOs, lrusiness,meclia,national govemment agencies anclthe church, maiodty of whom are gracltntesof the Master in Development Manzrgement(MDM) and the nonclegreeprogams of AIM. In the secend scrcening onjanualy 10, 1998,the National SelectionCommittee (NSC)chose 39 semif-inalisls, ll'hich were visiteclby 28 of alumni, NSCrnembersand the evaluatorscomp<,rsed Galing Pook nnnalaelnent and steff. The thircl screening held on F'ebn-rary14, 1998,Iufther trirnmed down the applicants to 17 who held a panel presentation on Fcbruary27 'anc128,7998.The awardswere presented by Philippine PresidentFidel V. Ramosat the Malacairang Palace on June 8, 1998. Marikina City and Irosin, Sorsogon,were given the Hall cf Famefor heving won for three years with at least 2 winning programs in the top ten category. The 10 pro!tram winners wcre: "Intcr-LGLJPatnership for CoastalResourceManagement"of Iloilo Province, "Barangay Self:Sr,rfficienryProgram' of Orocluieta City, "Squatter-FrceMarikina" ancl "Barangay Talyefr' of Marikina City, Metro Manila, "Balik Ilahas" of Negros 'lhe Occidenal Province,"SebasteLying-rnCluric: Making of a Community Clinic" of Sebaste, Antique,

"Comrmrnity Mclbilization for Zero Vaste Managementrl of Bustos, Bulacan, "Barangay Infrastructure Development Program' of Surigao Cify, "Irosin InterBarangay Environmental Development Progran-rrr of "Mangyan Irosin, Sorcogon,and Propryam"cf Occidental Mindoro Province. The other trailblazing progrems inclucled: "Paraiaque Health Card (Blue Carcl) System","City Livelihood Development AssistanceProgram" of I'agadian Ciry, "Tagayay Financial Engineering" of 'fagaytay City, "Sustainableand Integrated LivelihooclProgram" of Brgy. Baldios, Sta. Ignacia, Tarlac, "Integrated Environrlental ResourceManagementrrof Malalag, Davao del SuqLoon \TaterworksSystemDevelopment ancl Expansion" of Loon, Bohol, and "More Homes for More People" of Mandaluyong City, Metro Manila.

l)iosclaclol)omingo. NII)M'92, presents their team assessmentfor 1zi local government programs during the Galing Pook'98 First Screening\fftrrkshopheld on I)ecember 17,1997.

pose fbr posterity et Nl2llacaiang Palace n.ith Philippine g()veffxrent, Ford Foundation and AIM officials. Seated Galing I'rnk'98 zrr.varclees from left, Associate l)ean Vic Tan. NItsM'86. AL\l Centcr fcrr Development Management. Suzrnne Siskel, Country Representative. Ford F-oundation.SenatorAquilino Pirnentel,ClalingI'ook AwarclsNational SelectionCrnmriftee (NSC)rnember,Nene Gr-revara,NSCChairmurn and DOF fJnclersecretary.AIM President.Felipe Il. Alfonso, fomrer President l-idel V llamos. DILG Undenecretary Nelson Collantes, CanadianArlbassack>r.fohnH. Treleaven,M1-maC. Razon,Fxec-utiveDirector, Local Goverrunent Academy, Ka Oscar Santos.NSC,and Prcrf.Edel Guiza, Ml)M'91. Executir.cl)irector, Galing Pook Awarclsand Master of Ceremonies.

Former Nethedands Prime Minister visits AIM Andreas van Agt, former Prime Minister of the Netherlandsfrom1977 to 7982,visitedAIM onJune 16, where he informallyexchanged thoughts with alumni, faculqzand students about European inteâ&#x201A;Źtrationand its woddwide economic implications on investment, hade, and the introduction of the single cuffency n 7999. Prior to his retirement from public service, Mr. Van Agt alsobe<amethe Europran Commlssion(EC)Arnbar*rdor roJapan (1987-7990)and the United States(1990-1995). He is currently Chairman of the Inter-Action Council, an associationof former Heads of Stateand Govemment. As he pondered the acclafunsand criticisms conceming the existence of the European Union fctr over 50 years, Mr. Van Agt told his audience at AIM that one of ils foremost achievemenls since its formation has been economic stability and prosperity in the region. The introduction of the euro, he said, will attain a wellfunctioning singlemarket boostedby investorconfidence h a politically stableregion. Likewise,the sinp;lecaurency would ensure fullmonetary stability and no competitive devaluation. But Mr. Van Agt noted that for the euro to truly succeed, it is imperative that the European Union (EU) member-nations continue to bancl tcâ&#x201A;Źether and not be troubled by.strong nationalisticsentimenlsand historicalgrudges.

C.ornmunicationsBoard Bangladesh Milon Il. Paul Hong Kong Lttcius Lti King Pni India Juzar Khorakiwala Indonesia Leonard Tanubrata Korea Chul-JinLee Nepal Bimal Chapagain Malaysia Tan Sri Dato'ir Tall-ra Haji Mohd. Hashim Pakistan M. Farooq Raja Philippines Jose Mana Fernandez Dulce P Casaclang Singapore Gan Cheong Eng Taiwan Christopher L.Fr.Lin Thailand Porntip Iyimapun U.S.A. Roberl V. Chanclran

MM'88 MBM'80 MBM75 MRM'77 MM'75 MI)M'96 MBM'76 tsMP'7t3 MBM'73 MBM'73 MBM'82 llMP'77 MBM'92 MIJM'74

EditorialBoard Editor-in-Chief ............... DigcryFemandez ManagingEditor Ofel Odilar>Bisnar F'eatures Editor .........Dandy Claudio AssociateEditor ....Michelle Liwanag Copy Editor Rose Castro l"ayout Editor Amel Ferer Contributors: Josie Aliwalas, Edythe Rautista, Yvette Bautista,Salr-leeCariiio, Dulce Casac-lang, .W'eng Comodaz, Cynthia Tan ancl Milclred Atendido

"One of the motivations for the euro is to elevateEurope to a high position in the order of global financre,"he said. N&.Van Agt di.sclosedthat the formation of the Eurcrpean CentralBank three yearsafter the euro's introduction was pattemed after the German Bundesbank and mn lty a Board of Govemon that corsisls of representativesfrom the 15 EU member-statescomposed of Ausffia, Belgium, Denmark,Finland,France,Germany,Gnrce, Leland,Italy, Lr.rxembourg,Nethedands,Portugal,Spain,Sweden,and the United Kingdom. Mr. Van Agt met several graduates fnm the Global ManagemProgram (GMP), AINI'sexecutive prop4ramfor medla and communication specialists;sturdentsof MM'99 enrolled in Prof. Errol Perez's"Glc>balization of Financial Markets" class;and a group of faculty led by Professors Titos Ortigas,MBM'8l,Jun Bemarclo,Felk Bustos,Romy Neri, and Mike Luz with AIM Scientific Research Foundation Executive Director Marvee Celi, MBM'95.

The Hon. Prime Minister Andreas Van Agt conclucted briefings at AIM on the globalization of tinancial rnarkels in reslxrnsc ts grewing c-oncemsover disc'lcr:surc rulcs anclthe lunnoniz.rti<>n<f lavnslrrtrining to crrrencies, finance, and foreign exch:rnge. Van Agt's visit to AIM wa-sin conjunction n ith AIM's Ash-Europe Management Pro!trernme (AEMP). which esrablishesvial managemcnt education linkages in rr)":rlxrgementresearch,marngement infomration systernsancl hr-unan resource development under lhe Asia Europe Meeting (ASEM) f'rumework, and in support <f the diplcnratic institutions of the Philippine Depaftment of Foreign Affaim, OIfice of Europan Affairs.

AIM's Pearl Annivers ary Activities Managing in Asia for the Next Millennium AIM Management Conference on Asia

To know if your pearl is real, you bite it. In these times of turmoil, which has had many managersbiting the br-rllet,AIM offered a day to bite of the pearl that is AIM. AIM at 30, consistent in its commitment to management excellence, presented as the learning objective of its Pearl Conference what managing in Asia will be like in the next millenruum and how one can gear r,rpfor it, wherever one may be today. The "next millennium" is detined as the twenSz-firstcentury. In the pioneering spirit of AIM, to sustain the groWh of Asian societies,the Conference was designed with the assumption that management will continue to "reinvent" itself. as traditional lines between business and development management continue to blur. Its first segment centered on "Changesin the Functional Areas of Managementrr,targeting the areasof priority concern in many organizations: marketing, human resollrcesdevelopment, operations management and finance. Its second segment focused on "Changesin the W'orkforceand the \forkplace", giving a "face" to tl-repeople who move organizationsforward, fearuring nsrghts on women in bu-sinass, crossculturzlnegotiations, public-private sector relations and the emerging constituentscf the futr-rre.Its drkd segmentreflected on the "The Future of Management Education" and the related theme of "citizen as customer.rr Its fourth segment highlighted "SustainingAsian Growth" with leading CEOsdiscussingthe next stepsamidst the Asian clrffenry turmoil. Thus, with the buildup of thematic segmenls, the Conference hoped to impart peads of wisdom that the leader manager can use to guide action and innovation. Mr. Washington SyCip, AIM Co-Chairman, F1avethe opening rerrarks for the entire conferencewhile Mr. Jose Cuisia,AIM CoChairman, delivered the closing rem:rks.

The aftern<xrnsessionfeaturedthe WashingtonSyCipPolicy Fonrnr Asian CEOsPolicy Ror,rndtablcSeriesl)isctrssantsfionl left to right, Tan Sri l)atcJ I)r Lin-Sce-Yan,CEO. PacificIlank Llerhad(Mdaysia), Mr. Aloysius Colayco, CEO, .|ardine Davis Inc. (Philippines), Mr. Viroj Phutrakul, Executive Chairman, Iloonrawd Asia Co., Ltd., (Thailand), Mr. Mark Fuller CEO, Monitor Company (tl.S.A.), Prof. FrenciscoL. Roman,Jr., (moderutor) and Dr. The Hon. David K.P. Li, Deputy Chaimran & CEO. The Bank of East Asia. Ltci. (Hong Kong).

Fint ro'uv,left to right, Gertie Tirona, AIM l)irector fbr Public Relations, Mr Aloysius Colayco, Mr Viroj Phutrakol, Mr..)ose L. Cuisia, Mr. Mark Fulleq Prof. Patricia L. Lontoc. Associatef)ean for Intemational l{elations, and Prof. Chito Salazar,Executive f)irector of the 'Washington SyCip I'olicy F<>nrm.Seconclrou,. left to right, Felipe B. Alfbnso, AIM I'resident, Tan Sri Dato' Dr. Lin See-Yan,Dr. The Hon. David K.P. Li. William Anclerson, Former Ch:rirman of the Boarcl, NCR Colporution and AIM Roard of Governor, Mr. Ceclric E. Ritchie, O.C., Corporate l)irector and Fonner Chairman end CEO. The Bank of Nova Scotiaand Dean Jesr-rsG. Ciallegos.

Alumni fron-i Taiwan who attended the conference and other Pearl Anniversary activities were, f-rom left to right, Simon Chen. Prol Mariano lagrnan. Yang T*m-Tang (John), MM 94, DeanJessGallegos, Lin Ko-han (Roger),MBM'78. Wang Kee Ham, MM'f19,Ching Kuo (Patrick) Hsiao, MM'90. Not in phrxo is Chris Lin, BMP'77, President of tlie AIM A-lumni Association of Taiwan, who headed tl-regror"rp.

Centennial kcture

Tribute to AIM's Social

Historian Dr. Mabel D. Alampay delivered a lecture entitled "Breakingour Hundred YeamSilence:Rethinking the Study of History" on February 16 at the AIM In celebration of its 30th Anniversary, AIM paid tribute Philippine ConferenceHall in which she en"rpha^szed the to ils social investorsthrough an Appreciatkrn CocktLil political rndependence achieved by Filipinos a hundred hosted by the AIM ScientificResearchF'ounclation(AWIyears ago through a re-awakening of racial and political SRF),the Institutersclevelopmentaffn, ()n Febn-rary20 at consciousnessand through anned revolution. The the ACCEED Conference Center. The event was lecturels contention is that history,unlessquestioned and highlighted by the unveilng of a marker cleclicatecltcr \Washington S1Cip, Chairman of the Institr-tte,'rin reexamined, becomes a colonial legacy that can Mr. imprison a people through andwithin storieswritten by recognition of his vision, leadership and generous suppofirrto the ACCEEDfund raising campaign. others.

Irrvestors

In his report to social investors,Mr. Felipe Alfonso, AIM President,said, "What you see in AIM tod:Lyis a product of several phases of leaming and doing. And, in every phase of this process, we are honorecl that you have alwaysextendedto the Instituteyrur unqualifled support, which providecl the foundation for most, if not all, of the Institute's projects and programs." Local and intemational benefacton of the Institute,alumni, AIM's governors and trustees and AIM-SRF's trllstees attended the event. Dr. Mabel Alampay! seaterin the centeq with alurnni and studenLs who attended the lectr-rre.

Book Launching NM sponsored the book launching of Prof. Leonardo R SiloserfitleclA4anagenretzrrd the Tho at the An4 Câ&#x201A;Źnter for Continuing Executive Education (ACCEED) on Febauary17. The bcnk is a retum to ba^sics formanagers and leaders, especially in cleveloping countries as they transition iruo modemiSu. It recognizes that the same power of commurutythat givesan organizationcontinur$ and stability is also the foundation f<rrglobalcommunity.

AIM tlustees and ollicers unveil the rnarker in honor rf \Washinston "in recognition of his vision. leadership SyCip, AIM C<>Cl-rairman and generor,rssuppoft kr the AIM Center for Continuing Education (ACCEED)."In photo are,left to right. L)ean.fesr-rs G. GallegosJr, 'AIM PresidentFelipe B. Alfonso, AIM TrusteeJaimeAugr.rstoZobel rWashington de Ayala II, AINI Co-ChairmenJose L. Cr-risia, Jr. ancl SvCio.

Be partof tlre...

1998Alumni Directory Update us of your whereabouts NON7!

Proi Leonardo R. Silos (second from righO hancLst.l-refirst copy to Mr. \Wa^shingonSycip, AIM Co-Chainnan (2nd from left) r.hile AIM President Felipe B. Alfonso (right) and Dean Jess Gallegos (left) looks on. Prof. Silos holds tl.re PLDT Professorial Chair for Business Management in AIM.

Contact: NM Placement and Alumni Relations OIfice TelephoneNo.: (632) 892-4077(locals 360or 25+t Direct telefax: (632) 893-7410 Hornep4;e hnp ://www. aimonline.org/alumni. htrnl

afun@horne.98

The Homecorning Night

Dcspitethe economicrecessi<tn that ltxtrnecloverAsia, MflM'78,tl'releacthrxt classfor the 1991ihornecomrng, pru[rc:ecl an exceptionallvmernorablealumni affhir to cclelrrateAIM's Pcarl Anniversaryas well as the PhilippineClentennial.'lhcychosea meaningfirltheme, MtlM'711,tl-releacl host class of the 1998 AlLrrrrni airn@hor-ne.9f3. lvhicl-i signalsthe aluntni's fctnvarclf{cxnecoming lar-rnchedthe F'irstAIM Alrrntni (krlf l<xrkingcharactcrthat ecluallylestson tl'rcirrespectfor Clullenge Cr-rphelclon Febnrary9 at the Srr. ElenaG<ilf their nxrts. CIub. in Stzr.Rosa,Laguna. It r,vasalso the fint rlajor actrvityftrr the 1,earorganizeclby thc cia^ss in celel'rrering 'fhe lihey cho.sca fining \1enue.the C<xrrnlrtPalace,Cultural eventn.asaftendeclltl, 109 their 20thannivcrsary. (i'ntcr Gmplex. lt w.asals<rthc firstalulni hruntrculing alumni golf-ersof varying skills arrclclegreesof golfing 'l'he gcxrl news (or baclnew,s,clepencling cc'lelxfkn to ]r helclrutclcxrn. Alurnrnia.ndg'r:estswere optimism. grcctecl wuLmllyby a secretariatancl staff dresseclin on n'hose pcrspectiveit is) n'as that the MllM'7fi class -feam 'Ihis Irilipiniana. Likcw'isc,rnany cf the alurnni cane in their emergedas the Charnpion. was ncitcntircly Filipiniana aftire. I)trring the early evening of February unexpectccl considering thc <tltses.sive-cornptrlsir,.er 'fhc 19.the C<ronut Palaceu'as all dresscclup for the event, golf'ersin that class. awarding of prizcs r,vaskc;rt with rouncl tables ancl bufTi:tanuncl the pcxrl and the for the homecorningdinner. L.lnfirrtunately, nolr<xly stage f'estrvelyset r-rpagainsttl-rebackdrop of the sea. got the Hole-in-One prizes: a MitsubishiCalant'9tl It r,vasa \vanr. lovelv night. The tables were f-illcdtct and a Ch,rbCar Golf Karl. Ilut that was alnxrstlrsicle clpaciry*.l)rinks rl'e'rc fkrwing; nativefcxxl u.':r^s abr,rndant. the point since everycxtehad a grcat tintt:. Ancl the music certainlyset the m<xrdfirr a nostalgic gathcringof fliends anclolcl schoolchums. Two wellknovn'nv<ralist.s, LaniMisahrcl-ra anclGene Lirnr, gave a n o u t s t 2 r n c l i n sr c n c l i t i o n o f t h e A I M A l r , r m n i F{onrecomingFlylnn, "Vxr'll Nn'ays I3e My Homc" con.rposecl by'a young songn'ritel anclurr-sician,Robert More.

TIre First AIM Alumni C'olf Challenge Cup

(irrnic reliefwas pnrvicleclby Willy Neponrtrc:eno whcr

Prof . Ecl Morato. N'lllNI'72ancl cless aclr.'iscrof N{IIXl'7fi. }rifiing thc ccrernonral tce shot.

'l'l-re

over.rll charnpion of the lst AIN1 (irlf Clnllenge Ctrp. thc MIIM'7u teanr,u'as eu'arcledclrrringthe Alurnni i krrnecorrtingniglrt. \Xritlithe perpenralcn'stalcup are \(/illv Partrpkrna,.[<rc1, Lilt. I]cng Mallari. Itc>sCfrikiarnco ancl Iess N{onten'r:r\.or.

inrpersonutcclfornrer PresiclentRantos and \ricePrcsiclentEstrzrcla. Firew'orksclisplaywas the flnale. lala Fojas.n4ro cnginetreclthe whr>leslxrl.', \\r()rea happy strilc tl'uurghr.rr-rt the cvenirrg.pli:.lseclwith the ()Lltcotne of her painstakingeflort. The conlnittee rnernbers' post-m()fien-l:it wes a u,,ondedul,u,onderfirl nightl

NIllX,l'7u.the leaclh<>st classat the Crronut l)alacelrf<>re the startof the afliur. Fnrrrrlcft to right, Ilelxx Congcr>.Stephen\ilrng. Mancl-rir l)ee. Sonni,Coklln, Nena l)or-nrngo.N{arioSales,Lr-rigillanistuzzi. [;rla Fojus.Apor, (]o, Anclreu Checl.Roger Lin. Milclred Atenclido, (ix's Ca1'coancl Lcbl>l Leagogo.

Thus, we also thank MtsM'7tl for leaving us the beautiful legacies of the AIM homecoming hymn and the AIM Alumni Golf Challenge Cup.

You'll Always Be My Home A.I.M. HomecomingHymn I There'sa place,I'll alwayscall my own It's a placewhereI havebeenrebom It's a place,whereI leamedto be strong A.I.M. you'll alwaysbe my home II A.l.M., your sunwill alwaysshinefor me My guiding light, you taught me how to see Now, I can start a brand new day You give me strengthin every way I can now make a difference To make a betterworld.

The Triple A (Alumni Achievement Award) for 199f1was Silver Jubilarian,.JesusG. Gallegos,MBM'73, the first alumnus to become the AIM Dean. Shown here is Philippine Customs Comrnissioner Grrillermo L. Parayno, MBM'77. Philippine Chapter President, awarcling the troptry to Dean Gallelaosat the Homecoming L)ir-rner

CHORUS I A.I.M. moldedme into a leader Preparedme to face the challenges Of whatevertomorrow brings I can now make a difference To make a betterworld. CHORUSII There'sa place,I'11alwayscall my own It's a place,whereI havebeenrebom It's a place,whereI leamedto be strong A.l.M. you'll alwaysbe my home. I can now make a difference To make a betterworld. !,"ntcs anc.l Mt*ic

Compo.secll4t: RogerMore

MBM'79 Dinner Reunion Special Guests? Willy Nepomuceno, BMP'76, mirnics former Philippine President Ficlel V Ramos, above, and Vice Presidenr (now President) "Elap" Estrada,below, to e-veryone'sdelight, at dre height of the campaign fi:ver for the last election in May.

A reunion of MBM'79 was held recently at the Shangri-la Hotel in Makati Ciqr during the visit of a batch mate Tan Kok Aun from the south island group of Malaysia. Seatedfrom left are Jaspr Tan (the dinner trost), Ramie Santos,Josie Cruz-Aliwalas and Philip Chung. Standing from left, Emil Reyes, a Malaysian visitor, Danny Lim, Tan Kok Aun, Shrikant \Wad,Col. Ed Adan, and Hany Abrillo. MtsM'79 will be hosting the AIM Alumni Reunion n 1W t<; celebrate their 20th anniversary.

The SilverJubilarians lhe MBNtl'73class. celelrluting their 25th ennivclsnr\ this yeaq s.'ere thc lrolul'ccs ch-rringthe l99l.i Al\l Homecoming. At lcust nir.tc'c'lltssnrcnrlrt'rs lesitling abrracl "('ulnc l]()nlc" firr thc nostalgic get-togcthtr'. Ttrgetherrn'ith thcir respec:tivef'urrtiIies,tlicl'spent threc clays at thc Subic Yacht Club in Okrngapo City, Zambalcs, n,here they sharecltheir erxpcriencesdtrring plans fol the firturc. tl're past 25 ycars ancl cliscr.rssecl The reunion \\':ls ('appecl rvitl-r a l)rilric) ficsta on the third clay w,ith a livc bancl play ing lr-nrsicof the 7()'s. Some members of thc class ttxrk ctver tltc nticroplrrxte from the profi:ssion:rl singer uncl pcfirnnecl on stagc as if thcy havc been ckring tfris all thc tirre. Thosc wl-ro did n()t sing, clanceclall night. Since all, inclr-rcling their chilclren n,ho rvcr-rtsu,'inuling, txrn4ilrg, shoppir-rg, etc., agreccl that it u'as a most enjoyable tinre, therclass promisecl to meet more oftcr-r. Nlayh next 1,cur'/

As ah.l'avs,FatlterJarncsl)onelan, SJ., u F'or-rncLng Father <f AIM. tcxrk tl'tc opponunity to M r'vitlrthe alumni ultom he once coached as a lJusinessEthics protess()rancl a spintuul clirectorin the latter's stuclent clal's, 14' attenclingtlle honreccxningnight. Fr Dtnelan, u'ho passeclaw-aysix u'eeks lzrteron April 4. contu-ruesto "clial<;gue" SilverJubilarians. MBM'73, at the Subic Yacht Cltrb in ()krngapo vr.itlrthe ahrnmi, ()r any()ne for that matter. tln'()ugh his published City, Zambalcs. Seatecl,from lcft to dglrt. Nitoy Velesc'o.I)ulce collectic>nof honilics entitlecl (l<xl's ()rx>kecl Lines. Thus. the Casaclang,Maxre Nlartinez.Ranxxra Ang, antl Nick l)v. Standing. ilremory oI-his fhenclship,exarnple ancl teachingsn'ill continue tcr fiom left to right. Cllis Ckranco, l3oblry'Garcia.Philip.fuclan,Sonnl' touch those n'ho kneu' hinr as thcy crrnfiont the challengesof each Gonztlez, Irr:rncis(]aston. Corol' Pacis. Nlar Ciatus,Angie Reyes. clay. Ile is seenhere at the Crronrrt Palace hing greetecllry I)igoy Ed Sison(partly hiclden),L3ongl)er-icl,SenenMatoto, Rey iVlencioza, Fernanclez,MllN{'73,int:orningFAIM Cliainnan anclPresiclent<f the Lito Francisco,FruncisEstrada.Derek Lierv. ancl lloy Diegc>, l'hilipping cllapter, ancl wifc Angel.

MtM'73 on sragedr,u'ingtl.rehornecoming nigfrt. Seateclfronr lcf to right, Bobby Garcia.Jesli l.epus,Teddy Viilanueva,Mon Abad, Toti Tanchcro, Ramona Ang and Digoy F'emanclez. Strncling, first nrrv, Cluillermo Belle, Philip .fuclln. Coroy Pacis, Derek Liew, Dr-rlce Casaclang,Nl:xie Mertinez. SangkeeNIin, Nitoy Velasco,Lit<>Francisco,and SenenMatolo. Secondmu,, Polly Nazarcno, FrancisGa.ston, JessGallcgos,.JopotNograles.ancl Re1'Nlcncloze.Stancling.left to right, Bong David, Norman Sarnonte.Stephenclc krs Re1'es,Mar Gatus, zrndClrris GoLnco.

thoughthisremains an option,thosein chargehavenot gottenaroundto seeing how thiscanbedone.Thesameoptionof privatization isbeingseriously considered by Thailand's Civil ServiceInstituteasa resultof a management studyconducted by a world-renowned management consttltancv firm

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bureauoacy. Again,theCivilService train ing staffareconvinced of the wisdomof pdvatization but do not know whereor how to startbringingabouttheshift.While T l s w i r h v e r vs n e c i f i m 6 a n d a t elsi k e Indonesia's ExportTrainingCenterand Thailand's NationalWaterworks Technoiogy TrainingInstitutehavesourcesof fundsto takecareof Centeroperations, theyhavealsoexpressed theneedfor strategiesto inueaseefficiency andeffectivenessin theironerarions. Thosewith inh o u s ef a c i l i t i eosn. t h e o t h e rh a n d a , ithoughnot too worriedaboutcostof fac i l i t i e sa, d m i t r e tdo r h e n e e dt o o f f e r trainingprograms thatwill address longtermorganizational concerns suchassuccession, careerdevelopment, andperformancemanagement.

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Private-Sector Participation u m a n r e s o u r c e sd e v e l o p m e n t Theorganization conducted a training PrivatesectorTIsarebetterpositioned thqoughtraininghas becomean needsassessment (TNA)rhroughdata- to innovate andexperimenr. Theywelinvaluable input in economic and gathering amongTIsdesigning a market- comethechallenge to maketralninga viprograms. socialdevelopment Train- responsive workshop. TheTNAwascon- ableenterprise andarecommittedto deing institutions(TIs)areinstrumental in ductedto rapidlyappraise established and veJoping a nichein the rraininginduspreparing well-equipped individuals who credibie TIs in the regionandgainfirst. try,a nichetheyhaveto workhardon if it will implementand managethesepro- handinformation on currentinstitutional is to stayandremalntheirniche.Thisis gramsandfacethechallenge ofanincreas- challenges theyfaceamidstswiftchanges lrtreof alltheofhernrivate sector Tlsvisin$y competitiveenvironment and effi- takingplacein theenvironment. ited.iakarta'sInstitutefor Management clentmanasement of resources. Education and Development's customelThischallenpe saveriseto rhework. Managing Infrastructure orientedness allowsit to offerrhreerypes shopon Strategic Management andMarAlthoughexcellent ffainingfacilrtles are of masteral progams:oneforfieshbacca" ketingof Training(SMMT)of the Eco- available for localandinternational par- laureate graduates. a second oneforthose nomicDevelopment Instituteof The ticipan$in theregion, rhese are.to a large who havebeenworkingfor someyears WorldBank(EDI/WB).theAssociation of extent,underutilized. andhaveto studyontheirornn,anda third TNTA nrrtininrntc nrrrir' 'l-.1" +L^.^ D e v e l o p m eFnitn a n c i nIgn s r i r u t i o inns I r\^ pct Ll!lydltLJr pdl uLuldl ly illu)( onefor thosesenrby rheircompanies to Asiaand the Pacific(ADFIAP),and the with hugetraining faciliries, recognizedstudy.Malaysia's Narional Productivity AsianInstituteof Management. It sought thisandexpressed theneedfor strategies florporation, the Petronas Training Instito equiptrainingmanagers andexecutives to ensuremaximumutilizationof train- t r r t o : n d t h p A c i r n T n q r i t r r t pf n r f ) o r r o l n n wlth strategic management and market- ingfacilities andviabilityoftheentiretrain- mentCommunication havenot encoun"selling"theircourses ing skillsfor themto turn theirrespective ing enterprise. The AgricultureMinistry teredproblems and institutions intosustainable andfinancially of Indonesia evenproposed to prlvatize the facilities because theyhavedeveloped their viableones. operations of its 33 trainingcenrers. AI- o w n d i s t i n c t i v ec o m p e t i t i v e d g e s . July-August19981 TheAsianManager

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Telecom Training Thailand's andDevelopmentCompany Ltd. (TT&D) aswell as theLearning Support Department of Siam Commercial Bankhaveuniquetraining contributions. TT& D is already ISO9001 goal: celtifiedand hasfor its business "TT&Dwlll providequality,'Jmelyandcost effectivetrainingaccordingto Business Needs andCorporate Cu1tute." SiamCommercialBank'sLearningSupportDepartmenthaslaunched the "Learning Organi zalion"modeiof PeterSenge. Mechanisms havebeensetup to ensutethat managers allow maximumlearningto take place amongpeopleworkingfor the bank.

s r r o n gc o m m i r m e nt o t r r a i n i n ga n d t h e r a p i dc h a n g e isn t h e g l o b a le n of TI's needtools developing humanresources is needed vironment,managers now mote thanever. and techniquesto be ableto read the Theneedto definethelevelof training s i o n q n f r h p r i m p s : n d f o r o p i n s t i t r r r e o r r i r ehdv t h e i rc l i e n t e l w e a s a l s o tionalgrowthstrategies in response to recognized in the market.Theymusthave by the respondents as an changes importanttaskof TIs.TIsmustbe ableto an answerto the question:what is our put togethertrainingproductsandservices niche? to suitthelearners'need andabilities. Lastly, thereis a needto developa Developing andMarketingTrainingProd reliablepoolof trainers,/facilitators/faculfyuctsandServices thatwill meettheneeds who can be tappedto run training of the TIsvariousclientele. Thp nrrhlir ea.tnr TT'c nrimrrv programs. WTC hasa verysmallstaff. T h e v i n v i t pt r a i n e r sf i o m t h e i r o w n mandatels to reachasmanyof theirtarpoolof clientele, As such, depending on the mod- getedclienteleas posslble. ulesto be offered.They referto this publicsectorTIs haveto developnew as "guerrilla rype"wheretheyrun the trainingproducts andservices suchasDisp r o g r a mw h e n i t i s n e e d e db y t h o s e tanceLearningpackages that will speed who express theirneedfor it. TIshosted up deliveryof services to thepopulace. b v h i s q e r a c a d e m i ci n s t i t u t i o n s PrivatesectorTIsseemto bein a posiusuallyresortto tapping/hirlng facultyof t i o n t o e x p e r i m e natn d t r y o u t n e w their mother institutionsfor their productsbut needto acquireadditional pro$ams. skil1sin managingthe processfor costeffectiveness. Next Steps Business GoalsandBusiness SincetheTNA showedthatTI'sin the Formulating regionwill needto playa very activerole Strategiesthat will enablethe Training viable in positioningtheir respective organiza- Institutionsto operateasfinancially tionsin today'scompetitive markets,the units. (lirran rhp hrrop nrrtl.rv nppdpd tn managers and headsof TI's must be maintainthef ilainingcampuses, buildequipped with thefollowingski11s: ings,equipment, andstaff,the TIs need Defining the Training Institution's t o l e a r n a b o u t s c h e m e ss u c h a s p r i v a t i z a t i o no,u t s o u r c i n ga,n d s t r a CompetitiveAdvantage : A l l r r a i n i n isn s r i t l r i o nhsa v et h e i r tegicalliancesto transformtheir traino w n d e c l a r e dM i s s i o nS t a t e m e n t s ,ing units.departments, institutes. and Because of centersinto strategic business units. I Objectives, and Programs.

Accreditors of Standards Certainelements of the trainingbusi ness,when present,contributeto the andgrowthof TIs.TIshave sustainability to do somesedousthinkingabouttheir own "futures".Theycannotaffordto al1oweventsto overtake them.Bothpublic and privatesectorTI's haveto build up theirownresources, whetherfromwithin or without.Theymustcontinueto establish strategic alliances with similarTis to enrichthe curriculumand devisenew trainlngproductsand servicesthat will meetthe diverseneedsof theirclientele. Theymust,in fact,emergeasthe developersandacffeditors of standards of gloin thenewmillenium. balcompetitiveness TelekomCollegeof Telecom Asia,for exnew performance ample,hasdeveloped measutes. The TNA clearlysignalsa needfor trainingthe workforcenow more than ever.The recentcrisisshowedus that thingsarechangingfastandlearningfast enoughcouldbe the only hopefor survival. While the TNA respondents recogpresent nizedthe drasticeffectsthe crisis hadin someof theirbudgets, theyageed Small is effective: The "guerilla" type of training develops a pool of resource persons that for an organizationto survive,a who can be tapped on to run programs on call. , . . ^

TheAsianManagerlJuly-August1998

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THEBESTISYETTOCOME WhytheAIMCenter forContinuing Executive Education istheconference venue to be-andto beat TheAIMCenterfor Continuing Executive (ACCEED) Education was establishe i nd1 9 9 7q, u i t ea p p r o priately, to accommodate theAsian Institute of Management's Executive Education Programs. ACCEED,sing on Benavides cornerTrasiera Streets in Legaspi Village,MakatiCity,was e n v i s i o n etdo b e t h e v e n u ef o r managers tocontinue theirtraining, and keeppacewithregional business and information technology trends. T h i s a m b i t i o cn a n j u s t l yb e contained premises in theACCEED andeguipment: Tocaterto high-level programs, training business meetings, seminars andconferences, ACCEED's guestroomsandfunction roomshave been"wired" withthelatesttechnological capabilities thatgivetheCenter a c u t t i n g - e d gaed v a n t a g e" S . ell meeting space firstandrooms second" is theACCEED's guiding principle as premier Manila's conference center. lt helps,too,thattheCenter is affiliated w i t hA I M ( a n di s w i t h i nt h e A I M campus).

F e r n a n d eAz C , CEED S a l e sa n d "Attendees Marketing Director. are assured of a totalconference and meeting atmosphere coupled withfivestaramenities."

What'sin Store Thethingto beatinACCEED is t h e e l e c t r o nliicb r a r yw, h i c hi s a business electronic information center withthemostadvanced storage and r e t r i e v aml e t h o d so, n - l i n ed a t a personal services, computers andthe l a t e s tr e f e r e n c easn d b u s i n e s s studies. Thislibrary willopennextyear andwillbe ableto access localand international database. Thismeans gueststo be in touchwith enabling theirbusinesses atanyhouranywhere intheworld. M e a n w h i lael ,l o f A C C E E D ' s guestrooms andfunction roomsare "Aguest wired(orInternefready). can justplughisorherlaptop intheready portsandheorshecanaccess E-mail andthe Internet," saidFernanoez. Guests without laptops canrentthese (aswellastypewriters) fromACCEED. Servicesand Facilities There's nothing amazing about thisfuturistic andglobal direction ACCEED guest, boasts Internetready caseandmeeting rooms, beingcharted byACCEED. Afterall,it stands asa symbot ofAIM's as wellas a Business Center thatofferssecretarial services and continuing commitment to enforce international standards of training ' complete communication facilities. TheSGVConference Hallcan seat andeducation through innovations insetting thepaceforAsian-and from400to500.TheSecurity BankandDonJoseYuloCaseRooms areidealconference venues thatcaneachseatbetween 70and80. Thesevenues areequipped witha sophisticated Videoprojection System andAudioVideoSystem Automation, whichmakeAV presentations a breeze. Theseuser-friendly giveACCEED systems a distinct advantage overallotherconference venues. Thedifferent functionrooms(on the firstfourfloors)can accommodate anywhere between 10and100. Thefifththrough twelfth floorsprovide firsfclassroomaccommodations, of whichthereare 110singleroomsequipped withcomputerized doorlock,electronic phone voice-message system, refrigerator, a mini-bar, cabletelevision, telephone, shower, anin-safe, anda largeworkdesk. 'ACCEED i s t h e o n l yu l t r a - m o d evrenn u ef o r t r a i n i n g s , meetings andconferences in the Philippines," saidAnaMaria Thispagewassponsored byACCEED Conference Center 45

assisting in thereformprocess andcapac" ning and Investment is a very powerful ity building. ministrythenervecenterof government. It hasthe featuresof both a policyadvi What prompted this initiative on sorybodyanda lineagency. It coordinates the Vietnameseend? all otherministries, e.9.,construction, Somprimp in perlrrFphrrr:nr lOOS tha health,agriculture etc.Theirpolicyinitiagovernment Metnamese realtzedtheneed tiveshaveto gothroughtheMPi beforeit to providetrainingin basicskillsin eco- goesto the PrimeMlnister.It hasdepartnomicanalysis to middleandlowerlevel mentswhich coordinate with all minisstaffin thebureaucracy. Vietnamis in the tries,evenat theprovincial 1evel, regardprocess of transition fiom a centralizedto ing theirlocaleconomicplans.MPI also a market-oriented economy. Althoughthis hasthe authorityoverali foreignanddoactuallystartedasearlyas 1986,it went mesticinvestments and aid to the counfull blastaround1991. Theleadership re- try. alizedthat theycouldno longerexistin what was your own role in the isolationand neededto openup their project in its early stages? economy. Manyfactorsled to thisdevel I undertooka thoroughneedsassessopmentbut thecollapse of its majorpart- ment and had lengthyand opendiscusner,the SovletUnlon,is a vital consider- sionswith both the Vietnamese governation. mentandtheADB.Thisrequiredseveral visitsto Vietnam.Aftergettingaverygood Why was AIM singled out to lead feelof theprojectrequirements, I prepared this project?. the proposal with the assistance of AIM TalksbetweentheVietnamese govern- staff. mentandtheADBeventually resultedin a $3.5milliongrant.Approximately one Were the Vietnamese aware of third of the amountwas contrlbuted by AIM? the Government of the Netherlands unAwareness of AIM wasat a low level dera co-financing arrangement. TheADB butit wasthere.Compared to thecurrent cameoutwith Termsof Reference (TOR) level,we arenow a thousand timesmore whichcalledfor international institutions renowned.Thereis a betterunderstandDonorasencies liketheUnitedNations to conductthe neededtrainingprogram. ingofwhatwe rea11y do.ThisADBproject Development Programme (UNDP)and Aftera rigorous biddingprocess, theAIM haspositioned AIM in theirconsciousness. o t h e rU N a g e n c i epsr o v i d es u p p o r t s wasshortlisted alongwith sixotherpromi fundsfor Vietnam'seconomicreform nent institutions-theHarvardInstitute Has AIM undertaken similar interagenda.Bilateralsourcesof asslstance for International Developmeht, theNeth- ventions in other countries or have includeCanada. and Republic of erlandsEconomics Japan, Institute,the Indian other foreign governmentssent their Korea,Denmark, Finland. France, Cer- Instituteof Management, the University peopleto AIM courses? many,theNetherlands, Sweden, andUK. of Saskatchewan (Canada), plustwo conAIM, throughits Centerfor Develop The World Bankand the ADB are the sultingfirmsfiom ChinaandAustralia. mentManagement (CDM),hasconducted l a r g e sst o u r c eos f e x r e r n aal s s i s t a n c e Theselection wasbasedon theircon- programswith governmentand for govalongsidethe internationalMonetary ceptualapproach, understanding of insti ernmentofficers, but not offshore. ActuFundand the EuropeanUnion.Official tutionsandrelared problems, andtheir ally,it lsimportantto pointoutthatAIM'S development assistance alsotakesthe proposed methodoiogy for providlngthe successful projectin Bandung ExecED atform of co-financing arrangements with service. tractedADB'sattentionandgotthemineithertheJapan ExlmBank,rheOverseas terested in AIM'scapability. Thatwasan EconomicCooperation Fund or the Who was the initiator of the Viet- importantinstitutionbuildingproject. FrenchDevelopment Bank.Thisis not to nameseside? Sometime in 199192,we hada contract discountthe supportextendedby NGOs It is difficultto namenamesbecause with the Foundation of PTTelcomof In evenbefore1993which to-datecounts theyoperateon a collective basis.There donesia. Theyneeded2000MBAsbut it around700 generally project is a fiequentteference small-scale to "leadets" rather wasobviously difficultto sendsucha numinterventions. thanoneleader. Wedealtwith theMinis berto AIM. On the whole,donorinitiatives keep try of Planning & Investment. Theagreement wasforAIM to develop i n l i n e w i t h g o v e r n m e nprr i o r i t i e s anMBAschoolin theBandung, headquarnamely-rehabilltating and expanding How did AIM top the shortlist? tersof PTTelcom.We startedfuomzero: Vietnam'sinfiastructure; supportingthe Wecameoutwitha toughcompetition. trainedstaff,developed thesystem, started socialsectors,especially water supply The otherswere alsovery seriousabout the course.We weresendingout profesand sanitation,healthand education; thisprojectbecause theMinistryof Plan sorsin pairseveryweek,andrantheMBA Avestruz in action: The transition from a centralizedto a market-oriented economv found Vietnam in need of bureaucratic skills in economic analysis.

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In in Metnam. tural,financialand industrialsectors. inceJune1Q06,Dr. FredAvestruz, him on the developments it is commitbuilding, a senior faculty member of theAIM, Followingare excerptsof the inter- theareaof capacity hasheennosted in rheMetnamese view:TheMPI projectis perceived for Vietnamese capability asa tedto strengthen in a market in development manage- development management capitalastheSeniorAdvisor/Coordi breakthrough on innatorof theCapacity Buildingat theMln- menteducatlon aswell asin relationship- economythroughcourseofferings policyformulation and istryof Planning andInvestment IM Pll, a buildingfor AIM in the Indochinese dicativeplanning, joint undertaking proiectpreparation, impleof the Government of n p n i n c r r l : r , l r i r h o n n d n r n s n p r t c f n r coordination, ln othertransitioneconomies mentationandevaluation. Bank, replicatlon Vietnam,the AsianDevelopment in thlsundertaking are and in theregion. Crucialelements the Government of the Netherlands, projects the institutionalstrengthening theAsianInstituteof Management. (TA) AIM maintains TAM: What was the unique oppoltu- undertheADB'sTechnicalAssistance Asprojectimplementor, to imfacultyteamthatlncludes nity that presentedthis project to programthathavebeendesigned a Hanoi-based provegoodgovernance and absorptive Prof.MarroLambertoand Prof.Manny AIM? a^.^^" Th/^'t^h rhn and implementllllUuF)ll AVESTRUZ: In October1993,theAsian capacltyof government UdJlrdy. L l l s fv)! p 1 7 p l 6 n 6 p 6 1 TheseincludeExternal Debt, Bankresumed in ingagencies. Course(DMC),middle Development operations Management Buildingat theMinistryof Plan staffof the MPI, other Vietnam. Between19931996,it hasex- Capacity andlower.level PublicAdministra and provin- tended13 loanstotaling$937.5million ningand Investment, centralmlnistries,agencies (TA)proiects tion Reform,Strengthening of the State cial planningunits are equippedwlth and57 technicalassistance naOffice,establishing andanalytical ski1ls amounting to $30million.By December Auditor-General's relevantinformation enterprise regulations, fiom a 1996,the ADB established a Resident lionalprocurement neededas Vietnamtransitions buildinginl centrallyplannedto a market-orientedMissionin Hanoito facilitatethe imple reforms,plusothercapacity proiects. level. These tiativesat thesectoral To-dare, ofADB-financed economy. sevenbatchesa total mentation publicsectoteffito improve of 281 participants-have successfully aredesigned nnmnlafad tha DI\,4C ciencyandto encourage thedevelopment Is Vietnam'sdevelopmentprimarily F a r l vt h i sv e a r w . h i l eA v e s t r uws a s n f f h a n r i r r e f a c a r f n r ADB's responsibilityas the region's t^x,.t,rr^^ ^ hF^^r^. premier multilateral lending institurr o u u r L r v r r+r u in Manilafor consultations with ADB yrv5rolTl lending. ADB officials,TAM managedto interview policysupportis focusedon the agricul- tion? rvrrryrL

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July-August1998 | TheAsianManager

economicanalyticalskillsand manage- wide:asyoungas22-23to themid50sor late 50s.Our minimumrequirementis ment. PhDs Theyhavemanyeconomists with universityeducationand a year'swork trainedin the formerSovietUnion, o v n o r i o n e o N ^ n c t i f n n r r l l t h a n r n f p q hasuniversity Czechoslovakia, Romania, and otherso- sionalstaffor government cialistMarxisteconomies. Ouitenaturallv. education. all units theywerenotprepared to dealwith "westTheycomelrom practically percentfromthe cenern" economics thatprevailsin the capi- of government:26 from talistworid. fta1office ofMPI,another37percent suchasfinance,the cenSo,it is not somuchthelackof educa- otherministries health,industrydetion andtrainingpersebut thelackof fa- tralbank,education, rpnrrirod rhar urp:ssion thrpa fecrrlrv mlx them.We miliaritywithsystems. Because of thisgap, fense,etc.We deliberately from MPI provinThecourse contentisessentially we haveto impartskl11s usefulfor a differ- alsohaveparticlpants members. Around38 percentcomefiom or paradigm. Theyalsohada claloffices. e c o n o m i c sh, o w e v e r ;f o r s t a r t e r s entmind-set module.Since strongtendencyto rely on the leader's theprovinces. we havea team-building The NGOsarealsorepresented-the we decision. At thelowerlevelsof thebureauthe residentfacultles areeconomists, the women'sunion to deliver this uacy,theywerenotusedto decision-mak-lawyersassociation, do nothavethecapability banks.Thefact had to be re- etc.Eventhecommercial and so facultymembersfrom Makatifly ing. Evenminor decisions makesit is in- ferredto higherauthority. Thisis some- that all sectorsarerepresented to Hanolwheneverthiscomponent of ideas interesting because theexchange troduced. At the end of the course, we thingwe aretryingto change. isverymuchenriched. Althoughnotquite of havea moduleon "the management We againfly in Organizational Given the participants' profile, do asenrichedasin AIM Makatiwherewe change." perspectives professors dueto the to handlethis you sensea resistance,perhapssitu- havecross-cultural Development in Vietnam,we ationalin character,asyou guidethem diversityof nationalities, componenr. of the through a paradigmshift?Are the dif- havea mix of the differentsectors Will the participantsearn a degree? fi cultiesprimarily crosscultural,ideo- government. This is: nondporpp intensivppishrlogical? Management Thereis resistance from a few partici With this successfulintervention, weekDevelopment Course. it- what are the prospects of offering a Besides the course,we alsohaveother pants,but nonefiom the government We send10Vietnamese of- se1f.We aregivena freehandto do our degreeprogram? components. Fromtheverybeginning we had Thatisthenextstep.In KualaLumpur, ficialsoverseas to earntheirmasteral de- course. grees its E-MBA,anoffshore cdticalthinking,to openup AIM haslaunched andsendanother10 to shortcourses encouraged program.Thisideahasgained constructive in the region.We conduct2 studytours andexpress criticismof ideas executive amongthe faculty.We for policydialogues between expressed by othermembers of the class. wide acceptance andprepare basis,quitesimllar officialsand the Someone usuallycomesup to readilyad moveon a collective high levelVietnamese way.The declsionto Group,thespecial commit to beingbotheredaboutexpressing to the Metnamese EminentPersons or Inthetech- one'sthoughts. Theyexpectorhersto re- offera degreeprogramin Malaysia mitteewhichperiodicallyreviews programandprovides guid- spectthef opinions.Rather, fromtheADB, or rogeta proiect ideasshould donesia. nicalassistance The deanor the be fieelyexchanged andthereshouldbe ls a collectivedecision. ancein the areaof policy-making. presidentcannotmakea final decision readiness to acceptwhatis right. withoutfaculfyconcurrence. Is the contemporaryVietnam sceI do notthinkit will bedifficult.Before nario conduciveor hospitableto this What is the participants profilegender,age,experience,rank, etc? I left Hanoi,we madea veryinformalcakind of managementeducation? Jn termc nf opndpr 3O norrpni :rp faAnd sualsurveyof a few organizations. Education-wise, literacyisquitehighin graduates. theteseems to be Therearea ma1e.Thisis not deliberate, but actually lookingat thenumbers, iermsof university gaduates. How- conforms to theUnitedNations'standard a silongindicationthat the marketcan largenumberoftechnical in theareaof onwomenparticipation. Therangeisquite now supporta degreeor eventwo-degree evel thereis a deficiency progamsin Hanoi.We shouldbe ableto offerthe MDM progam,andthe market staffof internawouldbe theVietnamese like this NGOs. Although I would tional We started from zero: trained staff, to be rhe subjectof a formalstudy,the developedthe system, started the course. we arelookingat aresomewhat numbers c1ear. There arearound200 international We were sending out professorsin pairs every week, NGOsoperating in Hanoiitself,with six and ran the MBA program on-site. to ten pro$amofficerseach,andwhose for theiobls theability basicqualification in English. to communicate program on-site. Afterfouryears.it was c a l l e d t h e S T M B S e c u a lT i n g g i M a n a j e m eBna n d u n g - a ntdo d a yi t i s independently fiom AIM. The operating isa graduate of thatMBA currentpresident program. Is this a pattern at AIM? How is the courseshapingup? Thisis evolving to bea patternexcept that we did not havefull time faculty living in Bandung.For Vietnam,ADB

TheAsfanManager July-August1998

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Someone usually comesup to readily admit to being bathered abaut expressingoneb thoughts. They expect others to respeattheir opinions.From the beginning we encouraged critical thinking, to open up and expressconstructivecriticismof ideas

haltrhetrinin eachandteachthesame programs andareablero capture a larger market. TheAsianInstituteof Technology has alsobeenrunninganMBAprogram in Ho Chi Minh for overfive yearsnow.They arefundedby theSwedish International f)o.ral^^-o.i

Aoanerr

Have you delivered the DMC outside Hanoi? What about an MBM or MM for the andtheEnterprise Management Program. No.Weareconsidering thatbutlogisti private sector? The Instituteof SocialStudiesof the cally,it wasalmostimpossible sincewe We alsoseea sffongdemandfor our Netherlands isrunninga Masterin Devel- wouldhaveto addsupportstaff. program. enterprise The big marketwe opmentEconomics programat the Naenvisioncomesfiom the ioint ventures. tionalEconomics University. Theseare How visible is AIM in this project? Foreign investors usuallypartnerwith state taughtby a combination of Dutchand project. Thisisquirea highvisibiliry We e n t e r n r i s p s a n d l. h, 'p- v, 1 "h,r i n o i n p v n p r r Vietnamese facultywho were trained arein contactwith government ministries 'i 'o ' r 'e' oi o " n m2n2oprs Thpv rprrrrit \/iprn:in the Netherlands. Dutchprofessors andagencies, wirh thedonoranddiplomesemanagers whosemajorqualification fly in to offercourses. The diplomais maticcommunities, andtheforeign invesis their communication ski11s in English. signedby theISS.Thismaybea closesub- tor community. Rightnow,AIM'svisibilTheseindivldualsneed management stituteto AIM'sMDM. Theyhavean in- i t y i n V i e t n a mi s m a i n l yt h r o u g ho u r training,asthe foreigncompanies would takeof about20 25 peryearin Hanoiand project,in additionto thealumnicommulikeeventually to sendhometheirforeign aboutthe samenumberin Ho Chi Minh nity.We hopeto one day havean AIM menaoprq sinrp it iq vprrr pvnonci\re t^ City. campusin Metnam.Thisis quitefeasible keepthemin Vietnam. Theypreferro O n t h e e n l e r n r i s p< i d p r h p R o i c a I I n i because the government is now encoulprepare thelocals, equipthemwith mana- versity of ldahohasbeentherefor3 years aginginternational institutions to set up serialskills.andpetthe credentials via 'r*u" "n" n' oi n s a n l t l B A' ln' 'r "n6 q' r z m i n F n o l i q h in Metnam. an AIM degree.This will be a strong fundedby the SwedishInternational Demarket.Thereisalsothecentralbankand velopment Agency(SIDA).TheLondonGiven its significant role in Vietothergovernment bankswho wouldlike basedHenleySchoolalsooffersan MBA namese human resource developto haveMBAs. program. Theyattracrmostlyforeigners, ment and training, who takes charge usualiythe wivesof expatmanagers and of project documentation? qprips nf rpnnrtc rn tho Can they afford an MBA or should someexpatmanagers W themselves. ' ' p. - n It is an r .r e- rn"e, r p e this be subsidized? eveningprogram,which costsabout ADB andto theMetnamese government Thebestmovewouldbeto finddonors $6000.These serveasthebenchmark for asstipulated in thecontract. Wereportall or sponsors forcandidates fiomtheNGOs. feesandprogamstrategies. potenrial actjvities including problems. Theycanprobablyaffordto support50% We systematically solicitfeedback and of whatwe chargein Makati.To do this, What about "rich" people or bu- othercommentary fromparticipants and we would haveto conductthe program reaucratswho can either be spon- juxtapose theseagalnst our own observathere.Theycouldnot affordthe costs sored or have the means to defray tions.We followthe practiceof AIM de of cominghere.Roughly twiceor thrice expenseson their ovyn? greeandexecutive progamsandconduct thetuitionfeeswouldbeneededto cover Thereare familiessendlngtheir chil regularevaluation by the partlcipants of accommodations, boardetc. We may dtenoverseas foreducation, andso,there course materjals. thedelivery of themodattractanlrvherefiom 5 to 10students to area few who canafford.Metnam-basedule, courserelevance, facilities maintetheMakaticampus. program pricedat $6000to $7000 nanceetc. courses Conducted in Metnam,we couldhave wouldbe affordable. a class of 50 andprobably thecostto them Haveyou deviseda monitoring syswouldonlybe about$1000perparrici- Is there alsoa managementeduca- tem to^trackthe participant'sperforpant.Theycouldthencometo Makatiat tion market in Saigonor Ho Chi Minh manceafter the DMC? the end of the courseto get orientedto City? We will be startingto trackthemand AIM for anothermonth ot two more Ho Chi Minh City is far-about two sendtracers on thefirstgraduates. weeks. hoursby p1ane. It is a completeiy separate Are there other institutions in Viet- marketgeogaphically. TheDutchareofIs there a potential for replicating nam currently conductingsimilar pro- feringthe Masrerin Developmenr Eco- this AIM project elsewherein the grams? nomics ln HoChiMinh City.Thlsbecomes Indochinesepeninsula? Let me talk of 2 disrinctprogams- economical because theyfly in professors West,rhereis a terrificpotential. One the Developmenr Management Program fromonecityto another. Theyspendone- can assumethe samecasein Laosor O-""'".'__'"i

July-August1998 TheAsianManager

ADBhasrealized this.Theyare ationto presentlhe plaques themselves. ing managethe SocialistRepublic of Cambodia. Vietnam? talkingto aboutLaoson a smallerscaleAIM, throughthis project,hasreally insteadof eight.WhenI vis Are they particular about cerefourbatches for a studytour,the monials and do you receive media at- put in a lot of effortin linewith our misitedChinato prepare sionto playan importantrolein developChinesedirectorof the StatePlanning tention? of We usuallyhavea Vice-Minister in at- ing the managerial skillsof all sectorswhich is the equivalent Commission, NGO-in theAsian the ffainingcenterof theMPI, expressed tendanceaswell asthe Dutchambassa- prlvategovernment, his interestin havingsomething similar. dor.We did getsomepublicityin the be reglon. we Yes,thisis reallya fasttrackto deveithe ginning,but afterseveralgraduations, Sowe saidwe willhelp themprepare opmentbecause we link theil Uainingto theymightneed,buttheyhave wereno longernews. documents geta grantfiom ADBor anydonorinstltheirwork.We alsodo not wait for them skills.We How do you explain that certain to learntheir Englishlanguage tution. is something vaguenessabout the nature of AIM to patientlyhelpthemto learnandadaptthe Whatwe havedeveloped and pracIt is some- audiencesabroad?Is it seenas inter- "western"economicconcepts that neednot be reinvented. with a national, regional, Philippine? ticesin thecontextof theirownlanguage, thingthat is alreadypackaged, We aredevelto the AIM isbecoming moteknownasinter- cultureand environment. coursedesignthatcanbe adjusted opingtheirinstitutions by providingtheir levelof participants, whichis in factsimi- nationalinstitutionwith a regionalfocusskills;knowledge asit shouldbe.In gatherings in Vietnam, peoplewith necessary lar in theseothercountries. we alwaysintroduceourselves ascomlng and attitudesso that thesetransformed canmeetthechallenges of the Would there be any difficulty in pro- from AIM, while othersidentlfythem- institutions gram content and methodology as selves asFrenchor Germanor Dutch.We overalleconomictransition.We do not to evolve. arenotperceived fioma nationality angle. wait for the organizations well as medium of communication? Asian. I think everybodyinvolvedin this Thecoursecontentthatwe offerin the AIM is considered projectlearnedsomeveryimportant1esDMC is a standardset of skillsand havelearnednot How many participants are ex- sons.The Vietnamese k n o w l e d g teh a t e v e r yp i a n n i n gs t a f f of our officeshould pected to complete the DMC by the onlythecontentandmethodology memberin a government trainingbut alsothat traininghasto be have,whetherhe or sheis in Vietnam, end of the contractperiod? Laos,or China.Theemphasis, As budgeted, we wouldhave320.Ac focusedon the needsof the participants Cambodia, AIM haslearned,among may changefrom t u a l l y .t h e s ea r e m o r e p a r t i c i p a n t sto be effective. and eventhe cases, Themethodology that sincesomearesponsored byotherdonors. other things,that long-termoffshore countryto country. andprofesthe case For example,the Ministryof Finance proiectsarebothchallenging we use,whichis predominantly or par- receivedCanadiantrainingsupport sionallyrewarding. method,alongwith thediscussion ticipatorymethodsof learningandgroup worth $12M.Whentheyfoundout that Is the Vietnamese investment clilearning-all theseare applicableany we are doingthis,theylikedwhat they saw,and did not want to reinventthe mate hospitable and thereby atractwhere. fo'urto five ing foreign capital away from other We havetaughtthe DMC in English, program.They requested Although Asian countries? with sequential Metnamese translations. seatsfor theMinistryof Finance. ForeigninvestorshavediverseobjechadMF participants recruited I suppose we can keepthis patternof we already through MPI. The apprecitives. They go to Vietnamot the Philipin other countries as well. the Canadians teaching atedour work and sponsored additional pinesfor differentreasons.They go to Likethe Metnamfor theirlow costlabor,natural Besidesgovernment,how support- students who aretreatedequally. get pho- resources private and the enormousmarket rest, thelrbags,materials, snacks, ive is the sector? project, generate goodwill more than 70 millionwhoseincomes which is not tos,and more for the of Uniqueto our pr0gram. also rising. They arein thePhllippines are donein Makati,that they receivebrass populous as in some plaques for the market, but worth around$50 donatedby in the theyareinterested who are actuallyour Can you give a clearer estimate of othercountries, companysponsors private are different diversityof laborskillsthat sector. the outreach of the AIM network? filendsfromthe Wehaveparticipants fiom the61 prov fiom whattheywouldhopeto findin MetWe have BangkokBank donating awardand Philippine incesof Vietnam,fiom all the 15 minis- nam. the leadership Companies like FordMotorssetup a andofAirlines for the superiorperformance tries,and from24 otheragencies of a marketfor Anyonecanlook plantherein anticipation award.Othersponsors arethePhiiippines' ficesof thegovemment. the DutchING outfor anAIM alumnusor alumnaevery- carsalthoughtheywerestillin motorbikes. SanMiguelCorporation, While they startedwith bikes,whoever where. Bank,and the Vietnamese-lndonesian positioned itselfin motorcyclemarket Bank.Wehavethesecompanies IndoVina As a change agent, does the AIM- mademoney.Before:bicycies.Today: with differentcountriesas their home Tomorrow:cars.Suchis the with on the incentive DMC put Vietnam on the fast track to motorbikes. basescooperating program. formodernization in theSocialist Thisis well appreciated by both development?What lessonscan be appetlte I parties learned from this experienceof help- Reoublic of Vietnam. cometo thegadu andthesponsors 50

TheAsianManager July-August1998

ACCEED ASIANINSTITUTE OFMANAGEMENT

Just found out the big boss i s c o m i n gt o t h e P h i t i p p i n e s for our Asia-Pacific conference. He loves to bring h i s [ a p t o p a n d a l w a y sa s k s s p e c i f i cq u e s t i o n sa b o u t t h e b u s i n e s so , u r c u s t o m e r st,h e r e g i o n ,a n d w a n t s i n s t a n t response. How do we manage that?"

:i'utl,iffi :::;:.ffi:

a,;aai;ji.:. : a:; :::lii::.

Chief, we better have our corDoratedatabaseon [ine i n t h e m e e t i n gv e n u e ! "

" Fine, but whot obout his questions on topics outside our company?"

That is a big problem, Chief!"

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R E S E R V EN O W b e c a u s e m e e t i n g r o o m s a r e n o w b e i n g b o o k e d w a y i n a d v a n c e C a t tA C C E EM Da r k e t i n ga t T e [ .N o s . : 7 5 0 1 . 0 1 0/ 7 5 0 4 4 6 7 F a xN o s . : 7 5 1 . 7 1 6 0/ 7 5 0 4 4 5 9 E-mail: acceed@aimonline.oro