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In the Philippines, there are only two lifetime achievement awardees
in marketing education: Josiah Go and Dr. Ned Roberto. So when
Mansmith & Fielders, Inc. (www.mansmith.net) announced that Dr.
Roberto is now its vice-chairman and chief insight adviser, the
whole marketing and business communities applauded the auspicious
partnership of two of the best marketing minds the country has
produced.
“Dr. Roberto is my mentor for almost 20 years. He
is an institution and a living legend in marketing. His joining
Mansmith will not only add more prestige but will also allow us to
continue to be better in our insights and advocacies,” said Go,
chairman and chief marketing strategist of Mansmith & Fielders,
Inc.
Roberto does not only bring to Mansmith his more
than 25-year experience in marketing research and understanding
consumer behavior, but also “a new perspective in [the firm’s]
vision to be the first choice in the continuing education and
training of marketing and sales executives in the country and in the
region.”
The mentor and the mentee will share the latest
research-based concepts, cases and research surrounding the Blue
Ocean Strategy at a forum to be held at the Mandarin Oriental Hotel
on February 5.
According to the website on blue ocean strategy,
this marketing tool “provides a systematic approach to making the
competition irrelevant.” This approach was explained by W. Chan
Kim and Renee Mauborgne “in a book that challenges everything you
thought you knew about strategic success … [arguing] that
tomorrow’s leading companies will succeed not by battling
competitors, but by creating ‘blue oceans’ of uncontested market
space ripe for growth.”
Go is the first and only Filipino to
successfully complete the Blue Ocean qualification process in France
and is also the first and only Filipino to have been awarded the
prestigious Ten Outstanding Young Men of the World in the field of
business education. He will talk about formulating and executing
Blue Ocean Strategy in never-seen-before cases to guide participants
on how to avoid the price-and-promo-war-driven “red ocean.”
On the other hand, Roberto, whose credentials
include co-authoring Social Marketing with marketing guru Philip
Kotler and a Ph.D. from Northwestern University, will help
participants get the most out of Blue Ocean Strategy by sharing what
research to use to spot the opportunities it offers.
Go said: “Our intent is to make studying
marketing research more exciting with various research-based
marketing seminars with Dr. Ned [Roberto) as the lead. This
includes consumer insights, do-it-yourself marketing research at a
shoestring budget, marketing audit, among others. There are a total
of about a dozen courses related to marketing research which we will
offer this year. But more than that, Dr. Ned paved the way for
companies like Mansmith to enter the knowledge-based industry.
Before us 18 years ago, he was already there, and without his
setting the stage, it would have been harder for us to do it
alone.”
He added: “We hope that our participants will
not only discover the latest marketing tools and benefits of the
Blue Ocean Strategy but also learn from the humility and advocacy of
Dr. Ned, especially his tremendous sense of humor even in times of
crisis.”
But more than the awards and citations that Go
and Roberto have received, the tandem said that their greatest
achievement is “having raised responsible, thinking and
purpose-driven children.” Josiah Go and wife Chiqui, who is
Mansmith’s president and CEO, have four. Ned Roberto and wife
Corrie also have four.
For inquiries on Blue Ocean Strategy Forum,
contact Alice Torres at 722-2318, 727-7142, 0918-81-168-88; or
e-mail: info@mansmith.net. Visit website:www.mansmith.net for more
information.
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