Singapore

Emphasising the growing importance of cultural awareness in business, Indian-origin Singapore-based executive and author Dinesh Singh on Friday said that cultural intelligence should be viewed not as a soft skill, but as a decisive competitive advantage—particularly in Southeast Asia’s diverse markets.

Singh, who serves as vice-president of business development (APAC) at FundCount, has drawn on more than three decades of professional experience across Asia to develop insights for his latest book, Asia Sales Mastery. The book combines cultural understanding with actionable business strategies tailored for the region.

Pointing to Southeast Asia’s vast consumer base of over 600 million people, Singh noted that businesses from countries such as India, China and Japan can significantly improve their success by adapting their negotiation styles and interactions to align with local cultural norms. He stressed that even small gestures—like greetings—can influence first impressions and ultimately shape business outcomes.

Highlighting the deep-rooted presence of Indian enterprises in the region, Singh said his work aims to guide companies in navigating cultural differences effectively. According to him, understanding local customs and sensitivities is essential for building trust and sustaining business relationships across Southeast Asia.

Drawing from examples across countries including China and Singapore, he explained that even minor cultural missteps can jeopardise deals, regardless of the quality of the product or service being offered.

The book presents a wide range of real-world case studies—from marketing halal food products in Malaysia to delivering renewable energy solutions in Indonesia. It also explores scenarios such as selling insurance and luxury real estate to families in the Philippines and promoting agricultural products in rural Vietnam.

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Through these examples, Singh underscores that successful business strategies in the region must be carefully adapted to local contexts, reinforcing his central argument that cultural intelligence is a key driver of competitive success.