The Philippines: A Nation on the Starting Grid

By: Franz Roland Odenthal, Managing Director, Bosch Philippines

When I learned that I was being considered for the position of Managing Director of Robert Bosch Inc. in the Philippines, I was wondering what to expect. ‘Life is definitely full of surprises on the expat circuit,’ I thought to myself as I sat in my office in Caracas, Venezuela where I also served as Bosch Managing Director since Y2000.

The Asian business hub

Days later when I received that all-important phone call from the Bosch head of South East Asian operations, I knew it was the advent of great things to come: I shall begin a new life with my wife and daughter in sunny Philippines, a country with over 7,000 island destinations! And so, in August 2006, I assumed my new post in Makati City.

Shifting to a local mindset

This is my second posting in Asia. Prior to the Philippines, I have been posted some years ago as Sales Director in Indonesia under Bosch Power Tools; thus, I am not a stranger to the Asian way of life. The Philippines, however, is an aesthetic experience one has to feel and touch, and which experience no literature can completely capture.

A number of German trainees under the Bosch international development program simply marvel at the travel possibilities in the country and savor every weekend exploring these; snorkeling in Panglao, diving in Cebu, hiking in Pinatubo, clubbing in Makati – among an endless list of destinations.

While I personally have developed my favorites – beaches in Boracay and Mactan, Cebu – what truly amazes me is the countless golf courses within Metro Manila and the surrounding provinces. A perfect weekend would find me teeing-off on a Saturday morning and just enjoying the glorious sunshine and nature on the golf course.

The Asian business hub

Moving within the vast network of Bosch, one gets to meet a lot of interesting people who each create a distinct memory. With over 270 thousand associates worldwide, the company thrives with diverse cultures and talents in 300 subsidiaries and regional offices that span the breadth of some 50 countries.

The history of Bosch in the Philippines is a progressive chronicle, in this perspective. As early as 1926, a mere 40 years after the mother company was established in Germany, Bosch products arrived on Philippine shores through Behn Meyer and Co. Since then, Bosch has been part of the country’s unfolding history; as it regained its momentum after the 1990’s financial crisis, and even as it strengthens its foothold as an Asian business hub today.

Locally, a diverse arena of markets exists for Robert Bosch Inc. Specifically these markets are present in the country within six of the mother company’s 15 divisions: Automotive Aftermarket, Power Tools and Car Multimedia, as well as product divisions represented by appointed local agents, Security Systems, Packaging Technology and Bosch Rexroth, the organization’s arm for Hydraulic Systems and Flexible Automation Systems.

The Philippines today has a thriving economy with very positive signals for foreign investors. The market is quite aggressive and the demand for technology is on the rise. With these vast opportunities, every company – both local and foreign – must be ever vigilant to manage these opportunities responsibly and ultimately contribute to the country’s development.

Navigating the future

I can see that Filipinos are essentially good-natured people; hospitable and very accommodating. There is a certain degree of freedom that comes with living in the Philippines that one cannot find in the more regimented European society.

Early on, I have been introduced to the concept of “Filipino time,” which bewilders me to this day. The local context of Filipino time may be quite confusing to those who are relatively new in the country, considering that there is no central standard time. Suffice to say that everyone’s watch may show a different time from everyone else’s.

But taking this in stride – and making sure that the time in our office wall clocks, cell phone clocks and computers are now synchronized – we continue to charge Php20 per minute to those who are late for meetings. At the end of the year, this money goes to one of our charities.

Another observation I had while driving back from a golf game in Alabang during my first week here— unless you take the Skyway, you will not find a sign that says “TO MAKATI.” Once you are north-bound on the South Super Highway, signs will read: TO SUCAT, TO BICUTAN, TO CUBAO; but none TO MAKATI. So once I hit Quirino Avenue in Manila, I figured I missed a turn and I knew it was time to call someone for assistance.

The Filipino people have great potential in being globally competitive and making it big on the international level. The country has nurtured big corporations, renowned artists and designers, diplomats and millions of skilled workers that have helped various industries thrive worldwide.

It is with this same confidence that Bosch will continue to support the country’s development through trade and investment, and the various social works that we are currently engaged in.

And as Bosch and the Philippines continue to navigate the future together, my wish as an expat living here is: ‘May our timing always be synchronized, may the signs always lead us to where we want to go, and may we continue to enjoy the warmth of Filipino friendship.’