A skilled Country Manager from an Italian eyewear company faced daunting challenges while establishing a subsidiary in Thailand. Cultural differences and ineffective strategies hindered market share growth and resulted in underperformance. Engaging in the Leadership Activation Journey, the Country Manager gained valuable insights and transformed his approach, leading to an impressive 41% increase in revenue and an astounding 300% business growth within four years. Recognized as the ‘Best Country in Southeast Asia,’ the subsidiary’s remarkable transformation under the Country Manager’s leadership paved the way for expanded opportunities and enduring success.
Written by Myriam Callegarin
One of the world’s largest eyewear companies, headquartered in Italy, appointed a skilled manager as the Country Manager to establish a subsidiary and drive business growth in Thailand. The Country Manager selected a suitable office location and hired a team of 34 employees. However, the assignment presented significant challenges due to Thailand's unique political and economic environment, while the cultural differences posed major difficulties in leading the local team effectively. The approaches that worked in Italy failed to yield results in the Thai market. The Country Manager struggled to motivate the team and address critical mistakes, which were leading to a decline in market share and customer retention.
