AT VANTAGE MARKETING RESEARCH: TAKING ON THE GLOBAL RESEARCH GOLIATHS

Philip C Zerrillo, Havovi Joshi and Pannapachr Itthiopassagul

Chapter 9 in Start-up Thailand:The Entrepreneurs' Journey, 2020, pp 107-121 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Sometimes the journey is clear but the destination only takes shape after the trip begins. Suttipan Sutas Na Ayuthaya (Mhom), the managing partner at At Vantage Co. Ltd., a Thai market research agency, has had a rather straightforward and simple corporate agenda: “To provide our clients with the best information possible to make good business decisions”. Executing that plan hasn’t always been so straightforward. He and his co-founders had noticed that the profession was increasingly unable to deliver on its true potential to the rapidly evolving Thai consumer landscape. Dominated by the large multinational research houses with their slick presentations and global reputations, Thai firms tended to receive standardised cookie-cutter reports that did very little to assist local firms in meeting emerging market challenges. For that matter, the multinational firms that were attempting to enter the Thai market also struggled to gain accurate and comprehensive insights. The opportunity was there as it was time for a change.Distinguishing itself by the presentation style and the intellectual problem-solving skills of its founder, At Vantage is today a major force in the Thailand market research industry. By bringing business analysts, enhanced software, and data science under one roof, this local David has been able to take on the four global research Goliaths. As it enters its second decade of serving its clients’ need for better insights, At Vantage is poised for global expansion.

Keywords: Business; Entrepreneurship; Thailand; Start-up; Innovation; Commercialization; Growth. Family Business; Managing Through Turbulence (search for similar items in EconPapers)
JEL-codes: L26 M10 M13 (search for similar items in EconPapers)
Date: 2020
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