Pacific Perspective
Pacific Perspective
Asia still the future
for businessRecently I had the opportunity to spearhead a survey of the international education needs of U.S. businesses, on behalf of international business centers at top universities. Data were obtained from 111 executives in a variety of industries.
Most of the participating companies, including four from Hawaii, were small and medium-sized businesses. Fifty-five percent had fewer than 500 employees and another 23 percent had between 500 and 5,000 employees. International sales made up an average of 25 percent of overall sales.
One of the most impressive results of the survey was the overwhelming importance of Asia to the international activities of the firms. Fifty-five percent indicated Asia was of great importance to their international activities now and 76 percent indicated that Asia would be of great importance in the future.
I found the results exciting because they confirmed an opportunity for Hawaii to favorably position itself if it prepares to help these businesses in their dealings in Asia.
How can we do this? The firms indicated it is important for their managers to have a global perspective (68 percent), an appreciation for cross-cultural differences (63 percent), and an understanding of local markets and business practices (61 percent). Hawaii is in a position to provide the cross-cultural training and Asia-specific knowledge.
More than half of the firms indicated they provide training for their employees to meet international needs. Hawaii could be a major provider of training for these firms if we do the following: Upgrade and broaden our expertise in Asian business practices and practical cross-cultural knowledge. Our knowledge must be up-to-date and relevant. Develop effective program formats and delivery mechanisms -- in Hawaii, on-site and online -- to suit the needs of U.S. businesses wanting to do business in Asia. Market Hawaii as a sophisticated source of business expertise. Market Hawaii as a place where Asian business connections can be made. Promote Hawaii as a business-friendly, successful and economically vibrant place.
We must continue to emphasize our advantages as part of the United States with good safety and security. We must also be strategic in positioning Hawaii's professional services and educational resources as valuable and profit-enhancing. With the increased sensitivity of tourists to threats of terrorism and war, compounded by the potential increase in air fares if the price of oil increases, Hawaii must think seriously and think fast about positioning ourselves as more than a sand and surf tourist destination.
This need not detract from our image as a tropical paradise vacation destination. It can complement this image, particularly as tourists become more sophisticated and safety conscious.
Our ethnic diversity gives us a head start, but we cannot delude ourselves about the level of expertise required to provide sophisticated business training. We must make sure our expertise on Asia is up-to-date, specific and technical. And we must have language fluency and on-the-ground experience. If we realistically assess our competencies and fill in the gaps with talent and a commitment to enhancing our knowledge, we can move toward a high value-added, environmentally friendly industry to diversify Hawaii's economy.
Shirley J. Daniel is the Henry A. Walker Jr. Distinguished Professor of Business Enterprise at the University of Hawaii College of Business Administration. She can be reached through the College Relations Office: cro@cba.hawaii.edu.