Transforming Thailand into a Strategic Value Creation Hub. Evolving into a Co-Creation Partner That Supports Global Growth from an Asian Base 【ABeam Consulting Thailand】

Reflecting on my own consulting career, which has involved primarily information technology strategy across a wide range of regions including Southeast Asia, Europe, and the United States, and industries such as high technology, automotive, consumer goods, financial services, and the public sector, I have once again recognized that the essence of excellent consulting lies in posing questions that are truly meaningful for clients.

Clients are not seeking only the latest information and trends in related fields, or technical knowledge and solutions. Rather, they find value in arriving at appropriate decisions themselves through high-resolution dialogue with consultants who have a deep understanding of the broader context. I carry this fundamental principle with me as I undertake my role as Managing Director of the ABeam Consulting Thailand office.

From my current position, as I reassess what ABeam Consulting and the Thailand office should aspire to be, I strongly feel that opportunities to contribute are expanding—not only to clients, but also to our own company and to society. Through this role, I also aim to fulfill the important function of serving as a bridge between ABeam Consulting and its clients in Thailand, as well as between the region and the headquarters in Japan. I believe that listening to the ideas and challenges that emerge at each site and sharing them appropriately will lead to better decision-making as an organization.

From an internal perspective, the fact that I, a Thai national whose native language is not Japanese, hold this position itself demonstrates that ABeam Consulting offers an environment where anyone can develop their career. This carries extremely significant meaning in encouraging the continued participation of diverse, highly motivated talent. I also hope that this will serve as tangible encouragement for each member of the Thailand office as they envision their own future.

In addition, I believe that my appointment as a female leader of the office contributes to enhancing diversity within ABeam Consulting’s talent base and, in turn, strengthens the value that ABeam Consulting already delivers.

Once again, reflecting on my experience building a career at other global firms and focusing on the strengths that ABeam Consulting possesses, the first distinctive feature that stands out is the level of discretion granted to each global office.

In general, for companies to operate globally, adherence to policies and strong governance are essential, and ABeam Consulting places great importance on these aspects. At the same time, supported by mutual trust and a strong sense of organizational unity, I feel that ABeam Consulting grants each office the discretion to make decisions autonomously. This can be described as a corporate culture that is achieved through a balance with governance. While not easily replicated, such a structure enables autonomous and speedy decision-making in response to client situations, creating a competitive advantage that drives innovation.

Another major strength is our strong presence as a leading firm in Asia. Through diverse support experiences across Asia, including Japan, we have developed a deep understanding of the business fundamentals of each country and region, such as commercial practices, culture, and decision-making processes. As a result, rather than relying solely on globally standardized methodologies, we are able to connect local market characteristics and on-the-ground realities in Thailand to global strategies from a regional perspective. As Asia’s presence continues to grow year by year in light of global conditions, I believe that this perspective of bridging the local and the global is becoming more important than ever.

ABeam Consulting is also characterized by its organizational culture that places strong emphasis on human capital. We develop and assign our people according to each individual’s expertise and career aspirations, while supporting continuous growth through clearly defined career paths. Furthermore, by promoting cross-organizational collaboration and knowledge sharing, we enhance the capabilities of both individuals and the organization as a whole.

Through these initiatives, continuous capability development through projects becomes possible, enabling the organization to deliver value to clients not only by maximizing short-term results but also over the medium to long term. As a result, we strengthen our own growth foundation while also supporting the sustainable growth of our client companies, which I believe is one of our key strengths.

ABeam Consulting is currently supporting the formation of Centers of Excellence for companies that operate globally, with the aim of accelerating digital transformation. Given that Thailand hosts a large concentration of manufacturing industries such as automotive and consumer goods, I believe it is important to first create examples of globally functioning Centers of Excellence within these industries.

In doing so, we will not only bring advanced know-how from Japan to Thailand, but also systematize the results generated in Thailand as best practices and expand them to Japan, Europe, and the United States. Through this cycle, we aim to position Thailand as a strategic resource pool for global or regional operations and further strengthen its functions.

Currently, approximately 500 professional talents are active at the Thailand office. By combining the expertise of our diverse talent and maximizing their capabilities, we will continue to provide high-value, continuous support to clients across various regions, including Japan.

By steadily building on these initiatives in phases, we ultimately aim to develop the Thailand office into an innovation hub that brings transformation to business models and technologies. By supporting clients expanding into Thailand in building new business models and adopting advanced technologies, we will contribute to the continuous creation of value.

Data and AI are the representative themes that we should prioritize in such an environment. While the headquarters in Japan has already been sharing success stories related to these themes, we also aim to disseminate results from offices outside Japan.

In this way, rather than passively supporting client projects, we seek to further enhance our presence as a co-creation partner that proactively provides new value while jointly envisioning future states with clients. Toward realizing this vision, what I consider most important above all is “people.”

One of the beliefs I value in talent development is that “failure is only temporary.”
Every new challenge inevitably involves uncertainty. That is precisely why, rather than stopping out of fear of failure, it is important to consider what can be learned from the experience and how it can be applied next. In fact, I myself have taken on many challenges throughout my career and have continued to learn through that process.

For this reason, at the Thailand office as well, I aspire to foster an organization where each member thinks independently, takes on challenges, and continues to grow. I believe that the accumulation of such efforts will generate greater value for clients and become the driving force that evolves Thailand into a strategic hub connecting Japan, Asia, and the global market.
Going forward, we will continue to take on the challenge of global growth together with our clients, while transmitting new value from Thailand.

Supreeda Jirawongsri
ABeam Consulting（Thailand）
Principal  Managing Director
With nearly 30 years of consulting experience, Supreeda leads enterprise-wide transformation initiatives spanning strategy, human capital management, sustainability, and technology. She has extensive experience managing large-scale programs across industries including financial services, consumer goods, energy, manufacturing, automotive, and telecommunications. She currently leads ABeam Consulting Thailand, focusing on driving business growth and strengthening the firm’s reputation as a trusted partner for C-suite executives in business, digital, AI, and sustainability transformation.