FIVE TOP Filipino-Chinese business leaders encouraged Ateneans to use business as a vehicle for social change, and to continuously innovate business brands and methods during the Taipan National Business Summit.

The whole-day conference, organized by the Ateneo Junior Marketing Association (AJMA) and Ateneo Celadon, was held on January 17 at the Ricardo and Dr. Rosita Leong Hall Auditorium.

AJMA is an accredited business cluster organization while Celadon is an accredited inter-cultural relations cluster organization for the university’s Filipino-Chinese students.

According to AJMA Assistant Vice President for Public Relations Fam Alonto, Taipan, which means “top class” in Cantonese, was aimed to have top business leaders impart their expertise.

“We wanted a talk [that focused] on our core competencies, which are marketing practice and marketing education,” Alonto added.

Celadon President Aldrin Chua said that the speakers of Taipan “have exhibited great business innovations and strategies that have not only [led] their companies to become industry leaders but also lead the country towards economic and social development.”

The speakers were Filinvest Development Corporation (FDC) Chairman Jonathan Gotianun, The French Baker Chief Executive Officer Johnlu Koa, Success Options Publishing Company President Francis Kong, Golden Arches Development Corporation President Kenneth Yang and Richprime Global Incorporated Managing Director Ana Melissa Yao.

The leaders talked about their experiences in the business world, the growth of their companies since foundation and their vision for their companies in the future.

Social change through business

Kong, Yang and Gotianun emphasized the value of business in promoting social change.

Kong, a renowned motivational speaker and lecturer, challenged the audience to deviate from the business culture of simply making profit.

“Business is not about creating money. Business is about creating value in the marketplace,” Kong said.

He cited McDonald’s efforts to raise food quality in the Philippines and his client work for Filinvest, which involved talking to overseas Filipino workers on values and principles for living.

Kong highlighted that the purpose of business is to provide products and services that meet a need.

“Successful business people are solution-oriented, not problem oriented. They look at the disturbance,” he said.

Yang echoed Kong’s statements and called on Ateneans to remember their roles in contributing to the betterment of society.

“Our philosophy in McDonald’s is to give back to the communities that give us so much,” Yang said.

Golden Arches Development Corporation operates franchises of fast food restaurant McDonald’s in the Philippines.

He discussed Golden Arches’ current efforts in creating social change, namely the Ronald McDonald House Charities and McDonald’s Read to Learn.

Ronald McDonald House Charities is a housing program for underprivileged families, while McDonald’s Read to Learn is a literacy campaign for first grade students in partnership with the Department of Education.

Gotianun pointed out Filinvest’s current development of a coal power plant in Misamis Oriental that will bring much needed electricity to Mindanao.

The full 505-megawatt power plant is expected to be complete by 2016 and will be the largest power plant in Mindanao.

“[FDC] aims to contribute to national development with its entry into the power industry through FDC Utilities,” Gotianun remarked.

FDC is a conglomerate with interests in five industries namely property, banking, hospitality, sugar and utilities.

The value of innovation

Koa and Yao spoke about innovation as a crucial part in managing businesses.

Koa stressed that growth and innovation begin with knowledge of the production process.

“You need to understand how to convert something into something,” Koa remarked on converting raw materials into finished goods.

Koa needed to learn the entire process of baking French bread when he established The French Baker.

His knowledge of baking bread from founding The French Baker proved crucial when he was consulted by the National Economic Development Authority on why the price of pandesal cannot be brought down.

Koa explained that Filipino bread uses more raw materials than French bread, hence is more expensive to produce.

“If you [understand] the creation process, you can please your customer better,” Koa added.

Yao talked about how Richprime, a distributor of children’s toys, continuously uses marketing and technology to keep brands relevant and profitable.

“Companies fail because they fail to innovate,” Yao said.

She cited how Barbie, a doll brand more than 50 years old, is kept relevant through licensing, the process of putting brands on different merchandise from the original product.

In the case of Barbie, Yao cited Richprime Global’s production of Barbie shirts, notebooks and watches aside from the dolls.

She also expounded on disruptors or innovations that are meant to replace an existing technology.

“Disruptors are typically disruptive because companies can go out of business, people lose their jobs,” Yao said.

However, Yao emphasized the opportunity presented by disruptors to consumers and companies.

She cited how Amazon “has completely transformed the way books are sold.” She said the same about Apple, music and smart phones, Uber and taxi services, and Airbnb and hotel booking.