Claudian Navin Stanislaus
(Repost from the Star newspaper)
The Malaysian Advertisers Association (MAA) is taking heed of the government’s call to raise the bar of the micro, small and medium enterprise (MSME) sector and empower its growth to the next level. Its president Claudian Navin Stanislaus told StarBiz that the association has been making efforts to raise awareness of the need for this sector to be ready to take bold steps forward.
To this end, he said the MAA has been actively engaging with various stakeholders as part of its initiative to support local businesses.
Asia Connects spoke to Stanislaus and he further commented, “Though the global economy is in flux, there’s a window of opportunity for the region to rise to the fore; and us in Malaysia, but for us to take advantage of it or even be competitive, the MSME sector will be critical.”
(Continued from The Star article)
While government initiatives will play an important role, success will depend on our ability as stakeholders to come together with greater collaboration and cohesion – instead of isolated efforts – to cope with this new reality.
For our part the #MAA (Malaysian Advertisers Association) will lend our efforts to any effort that will create an environment conducive for business success and continue to uplift the knowledge available to organizations of all size to foster the growth of local brands.
“With almost 98% of local businesses involved in the MSME sector and providing employment to about 50% of the employable in the country, there is no doubt that any upswing in this sector will touch more lives and be significant than the usual short-term fixes, which often dissipate faster than they are handed out.”
He noted that the government, too, has been clear in its message that the country is still on recovery mode.
“All the signs are that if the economy is to outperform the lower 4% year-on-year growth that experts are forecasting for this year, the impetus needs to come from a balance between a rise in private consumption, prudent expenditure by the government and growth of businesses in this sector.”
Stanislaus said the sheer number of MSME businesses will ensure a domino effect on the economy by creating more funding liquidity that will impact all businesses.Being signatories to two of the world’s largest free trade agreements, namely, the Regional Comprehensive Economic Partnership and the Comprehensive and Progressive Agreement for Trans-Pacific Partnership, it offered local entrepreneurs greater access than ever into the regional market, he said.
At the same time, Stanislaus noted that it also opened the domestic market to the onslaught from neighbouring businesses too.
Furthermore, he said It would be the readiness of local businesses that would determine if Malaysia, a country that has long been known to be a prosperous hub of entrepreneurial activity in South-East Asia, remains competitive as the region sets to take its turn in the spotlight.
Stanislaus stressed that there was a need for local entrepreneurs to be equipped with the right knowledge, tools and resources, gearing their businesses and brands for a wider scope than the safe “jaguh kampung” (local hero) trophies and accolades that would hardly mean much in the regional context.
“Escalating costs induced by geopolitical issues continue to be a problem and some local businesses may be tempted to seek neighbouring shores to stay competitive, even if it means they would be competing as outsiders.
“The challenge entrepreneurs in the country face is very real.
“Besides the skill and talent shortages, lower operational costs, securing funding and being at the forefront of innovation are factors that are luring them to cross over to neighbouring countries,” he noted.
Stanislaus said while the government would need to do more to address this issue, what is needed is a cohesive effort by all the stakeholders – public and private – for this to work, and not siloed efforts.
“These will include cross-industry collaborations, knowledge sharing, tax reforms and greater engagement between the industry and policymakers to promote not mere digitalisation, but push the gig economy agenda of innovation through data transformation.”
He added that data agility will be the cornerstone of success, moving forward.
“The government will hopefully work with the industry to be quick in identifying and exploring what is needed for us specifically, so that efforts and resources are directed to what will work in both the long and shorter terms and not be seen as piecemeal efforts following trends that may be more favourable for others.
“We cannot be tunnel visioned on data and innovation, as sustainability is fast becoming a requirement in many of the foreign battlefields.
“If businesses are to be prepared, due consideration has to be put into every effort to move legitimately in that direction.”
Therefore, Stanislaus said Malaysian brands and businesses, large or small, should all look at the times ahead as a brave new frontier, embracing an entrepreneurial mindset and exploring alternative routes to success.
He said they should seek collaborative partnership opportunities to strengthen each other and ultimately, the Malaysian economy.
“It is not just up to the government alone, but incumbent upon us all as part of the business, communications and media industry to take the initiative and drive greater awareness and efforts needed to embrace entrepreneurship, sustainability and innovation.
“This will enable us to empower ourselves with a competitive mindset to meet demands of the new realities of the day.”
MAA member companies not only include SMEs, non-SMEs and multinational market leaders, but also cover brands in various industries like construction, services, food and beverage, technology, banking, manufacturing and fast-moving consumer goods, which contribute to about 80% of the annual advertising expenditure in Malaysia.
In terms of membership, the association also has access to over 1,600 businesses via its associate and affiliate members programme.
