We are pleased to share an insightful interview with Exponasia Growth Partners, the new company of our esteemed Chamber member Mr Giuseppe Di Lieto.
In this conversation, we explore the motivations behind establishing a boutique internationalisation and business development consulting firm in Southeast Asia, the challenges Italian companies face in the region, and personal experiences that have shaped the journey of Exponasia’s leadership.
Through their expertise and dedication, Exponasia plays a crucial role in bridging gaps and fostering growth for businesses navigating the dynamic Southeast Asian market.
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1. What motivated you to establish a boutique internationalisation & business development consulting firm in Southeast Asia?
Well, I believe inspiration at first, and motivation later came from the awareness of the ability to make an impact. Let me elaborate. I come from a corporate background, having managed sales and service operations in the Industrial and Energy sectors in Southeast Asia for over a decade. Throughout these years, I’ve interacted with numerous corporate managers, business owners, and directors. Occasionally, I would ask why they hadn’t implemented certain growth initiatives that seemed obvious.
Their answers were often surprising: “We don’t have the time,” “We lack the right resources,” “We’re too busy,” “It’s too far,” “It’s too risky,” and even, “I don’t like travelling” or “I don’t like the food there.”
Mr Giuseppe Di Lieto (MS Eng, ex-GE, other US MNCs)
The reality is that international companies usually have the expertise but lack the resources, while local SMEs often fall short on both fronts. Ultimately, I realized that if these individuals lacked ambition, there was little I could do for them. However, in all other cases, I could help bridge those gaps and drive growth.
2. What are the biggest challenges Italian companies face in Southeast Asia and how do you help them overcome them?
The challenges faced by Italian companies are similar to those encountered by most Western companies. I categorize these challenges into three main areas.
First is the failure to recognize the importance of establishing a local presence. In my experience as an MNC executive, companies in my sector must demonstrate a long-term commitment to Southeast Asia. This is driven by the need to make customers comfortable you will be there to provide timely support over the lifetime of their investments. A local presence means having capable commercial and customer-support resources who speak the local language, operate within the local time zone, and are accessible at a local address. While using agents and distributors can be effective in certain cases, the essential point is that your presence must be credible and the approach to the market must be localized.
The second challenge is the inability to adapt to a context where the quality of relationships can outweigh the attractiveness of a commercial offer. You may have the best offer on the table, but without established trust, the opportunity may go to someone with a less impressive offer but with stronger relationships and trust in place.
Services offered by Exponasia Growth Partners
The third challenge is expecting short-term returns instead of investing for the long term. Everyone desires immediate ROI, but developing a business in Southeast Asia takes time. Without the resources and, more importantly, the patience to find your space and path into the market, you will likely fail. I have observed companies folding their operations and moving out, not because they lacked adequate product offerings or financial strength, but due to impatience.
What I always tell people seeking my advice is your approach to internationalization matters. If your approach is based on the following foundations: (i) a long-term commitment to Southeast Asia, (ii) a genuine intent to establish a credible local presence, and (iii) realistic, step-by-step business development and therefore no unrealistic expectations regarding timing, then you are coming to the right place, and we are in a position to help.
3. Would you like to share any personal experiences of your life in Southeast Asia?
I first came to Southeast Asia from the US in 2005 for a one-year project assignment in Kuala Lumpur. During that time, I travelled extensively for both business and leisure, immersing myself in the incredible diversity and richness Southeast Asia has to offer. Initially, I thought my future would be in the US. However, upon returning home after my assignment, I felt something was missing and longed to return to this part of the world.
It took a few years before I made my way to China, and after another two years, I managed to return to Southeast Asia, this time settling in Singapore, which I have called home since 2011. Someone once said, “A good opportunity always presents itself in life; the difficult part is recognizing it.” I am happy to say that I was able to recognize mine.
For more information about Exponasia Growth Partners, click HERE
