BUKU ABSTRAK - Universiti Putra Malaysia

Projecting (New) International Reputation Management in an Asian Country
Dr. Zulhamri Abdullah
Faculty of Modern Languages and Communication, University Putra Malaysia,
43400 UPM Serdang, Selangor, Malaysia.
+603-8946 8525; zulhamri@fbmk.upm.edu.my
Keywords: Identity, image, reputation, international and cultural diversity
West Malaysian Sawntimber Supply Analysis: Incorporating Sustainable Forest
Management Policy
Mr. Abdul Rahim Abdul Samad
Mohd. Shahwahid Hj. Othman
Faculty of Economics and Management, University Putra Malaysia,
43400 UPM Serdang, Selangor, Malaysia.
+603-8946 7630; abrahim@econ.upm.edu.my
Keywords: Sustainable forest management, sawntimber supply, cointegration analysis
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Social Sciences
This paper seeks to build a theoretical approach to international reputation management from the perspective
of strategic management and multiculturalism. Collective ideas and arguments are undertaken based on literature
reviews of public relations, corporate communication, strategic management and cultural diversity. This paper has
proposed an adaptive model of international reputation management based on realistic communication practice
in an Asian country. This model seems unique in terms of localisation and is focused to reiterate an international
perspective beyond western philosophy. In the 21st century, the world has changed tremendously and so has
the way global corporations operate their business. Image alone is not enough to build a favorable reputation of
corporations. Reputation management, a new and emerging function of corporate communication, has a strategic
tactical and managerial role within an organisation. This paper may benefit global corporations operating in a
transitional country in how they may foster and maintain their business by focusing on ‘glocalisation’ instead of
infusing their pure western philosophy.
This paper examines the dynamic effects of sustainable forest management (SFM) policy on the West
Malaysian sawntimber supply. Both short run and long run effects on sawntimber supply are studied using a
multivariate cointegration analysis. The proxy of SFM variable is permanent forest reserve. It is expected as an
exogenous negative shock in the sawntimber supply. In general, given the fact that West Malaysian sawntimber
supply is decreasing since 1990s, the results show that sawntimber supply is statistically influenced by SFM
practices. Furthermore, reducing of harvested area of forest has significant effect on sawntimber supply decreases.
While in the short run, the results suggest that there are negative impacts of SFM practices on sawntimber supply
at 10 percent significant level, in the long run, the result is significant at 1 percent level. This may to some extent
pull down the West Malaysian sawntimber supply together by bringing the forest harvests to sustainable level.
In addition, as sawntimber supply has affected due to SFM practices, the green premium tagged to prices of
sawntimber that produced from this policy is highly recommended. Consequently, it would dig into the profit
margin of licensees and government revenue. On the other hand, in the context of SFM, the national benefits
would be the reduction of externality effects by minimising damage to residual stocks and decreasing levels of
erosion and sedimentation from timber harvesting.