Local Ways of Working

Zeller Plastik Philippines, a manufacturing arm of Global Closure Systems (GCS), celebrated the expansion of its manufacturing capacity in Manila in March this year. This expansion would enable the plant to fabricate 500 million more beverage closures annually. The new lines will produce Obrist closures for carbonated and non-carbonated soft drinks – both for PET and returnable glass bottles. Three executives from the Manila plant share some tips for successfully bridging the cultural divide.

Clear communication

Having relocated to Singapore three years ago, Steven Flynn, regional finance director, Zeller Plastik Singapore, is familiar with the various Asian cultures as he has worked in China, Thailand, Malaysia and the Philippines. The Briton says the work culture in Asia varies from country to country and from religion to religion.

“Generally, Asians have a respect for hierarchy. With status, an executive would have a guaranteed level of respect from employees, unlike in Europe, where it has to be earned.”

As part of his job, Flynn travels to Manila, the Philippines, four days a week. “Filipinos are willing to execute instructions. They communicate and carry out tasks very well. Whether it is bringing new work concepts or products into Asia, employees need clear instructions and an interpreter is sometimes needed when it comes to communicating legal issues.”

While communication through emails may do the job in Europe, Flynn says they could be interpreted differently in Asia. “You need to be direct in what you wish to covey messages and it is preferable to have face-to-face contact when working with your Asian colleagues.”

(L-R): Bertrand Tellier, regional sales director, GCS Asia Pacific, Steven Flynn, regional finance director, Zeller Plastik Singapore, Florenita S. Ragunton, finance manager, Zeller Plastik Philippines,

Empowerment with responsibility

Bertrand Tellier, regional sales director of GCS Asia Pacific, says the local management reports to the local general manager, which enables greater autonomy for the local team.

“A local general manager who understands the team can better manage the business. Each site is managed as a business unit and the local team is responsible for its growth.”

Tellier, who has been in Asia for over 20 years and has lived in the region for 12 years, says more MNCs are blending with the local work culture as Asian companies are taking time to blend with the Western companies.

Loyal, happy employee

Florenita S. Ragunton, finance manager, Zeller Plastik Philippines, has been with the company since 1992. She started out as a bookkeeper, has risen through the ranks and she is now a finance manager with three staff.

“We are given the power to manage the business here, as I am trusted by the management to meet expectations. It is challenging because we have to constantly keep pace with the growth of our manufacturing capacity, the advancement of automation technologies and competition in the market place.

“However, it has been most fulfilling for me, as I consider my career a personal achievement. I love my job, my colleagues and I have a supportive boss and management.”

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Tips for better partnership

Flynn: Consider acquisition when planning to set up your business in Asia. Do not underestimate the local team and their bond with one another. Retain the local expertise in order to keep communication going and to understand cultural differences.

Tellier: Invest in a local partnership and develop synergies. Companies from the East and West need each other in order to globalize and to appeal to the local market. We see our friends, employees and customers as our local customers.

Ragunton: Filipinos are hardworking, patient, committed in their work and are English speaking. They are easy to please and being employed is a big plus for them.

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