At the recent launch of Essentials of Modern Marketing – Sri Lanka Edition, the Indonesian Ambassador to Sri Lanka, H.E. Dewi Gustina Tobing, addressed an audience of Sri Lankan business leaders, academics, and professionals. In her speech, she emphasised the close connection between marketing and diplomacy, while also reflecting on her own journey as a diplomat shaped by economic and business expertise. This article presents an extract of her speech.
I come from a background in economics. My studies began at the Management Faculty in Indonesia, and later I pursued my Master’s degree in the United Kingdom at the University of Birmingham, where I obtained a Master of Business Administration. It is rather unusual for a diplomat to have a foundation built entirely on economics and management. Most in my profession are trained primarily in political science, but my journey has been different.
In truth, my original dream was to become a banker. Yet life took another direction. Encouraged strongly by my parents, I entered the diplomatic service instead. At the beginning, it was not easy. I was unfamiliar with the political knowledge that my colleagues had mastered, and the work of diplomacy felt far removed from my academic training. But I discovered quickly that everything can be learned. Over time, I began to apply my background in economics to the practice of diplomacy, and I came to see diplomacy itself as a form of marketing.
When I represent my country, I see myself as a marketer for the government of Indonesia. Each time I serve our people, or connect with counterparts abroad, I draw on my knowledge of economics and business. It gives me a different perspective and, I believe, an advantage in building bridges between nations. Where some of my colleagues might see diplomacy only as politics, I see it also as an act of creating value, of presenting opportunities, and of fostering partnerships.
That is why I was delighted to join the launch of Essentials of Modern Marketing – Sri Lanka Edition. I was told this book features the success stories of Sri Lankan brands, and indeed I recognised many familiar names. These stories matter greatly. They remind us that Sri Lanka is rich in talent, capacity, and creativity. For too long, the country has been described by outsiders as a “sleeping nation,” but I believe Sri Lanka is very much awake and ready to take its rightful place in the global economy.
As an ambassador, I see my role as connecting people, particularly business communities in Indonesia and Sri Lanka. I have witnessed first-hand the enthusiasm of Sri Lankan companies to engage with Indonesia, and many have already embarked on fruitful ventures. There is enormous scope for collaboration in trade and investment. Indonesia is one of the fastest-growing economies in the developing world, and we are guided by our Vision 2045, which sets the ambition for Indonesia to become the fifth-largest economy globally by the year 2045. This is not only our vision but also an opportunity we wish to share with our friends, including Sri Lanka.
At a time when the world is facing many uncertainties — from shifting tariffs to global insecurity — the need for creativity, resilience, and partnership is stronger than ever. Both our countries must build on our capacities and work together. Instead of standing apart, we must move closer, exchanging expertise, creating solutions, and supporting one another. In this, marketing plays an essential role, because marketing teaches us not only to promote but to understand, adapt, and innovate.
The launch of this book, in my view, comes at a critical time. It motivates Sri Lankan business leaders to move forward despite challenges, to see beyond obstacles, and to draw inspiration from their own achievements. I congratulate Professor Philip Kotler for his vision in highlighting Sri Lankan stories, and I warmly congratulate all the Sri Lankan business leaders featured in the book.
As I concluded my speech, I reflected once more on the idea of “learning by doing.” This has been my own journey in diplomacy, and I believe it is equally relevant for business. The lessons of marketing show us that even in the most difficult circumstances, the answers are often within reach, if only we have the imagination and determination to find them.
It was an honour to be part of this historic event, and I look forward to seeing Sri Lanka’s business community continue to thrive, innovate, and inspire the world.
