Building global brand with Filipino spirit

MANILA, Philippines - Shell, as a global brand and a leader in power, energy and gas technology in many countries all over the world, finds in the Philippines one of its most vital and impactful business operations. It may not come as a surprise to the management, staff, partners and stakeholders of the company since the multinational organization actually finds a lot in common with the characteristics of Filipinos – a pioneering spirit, a drive to help others, and an enduring resiliency despite obstacles and challenges. 

This year is especially meaningful as Shell marks 100 years of doing business in the country. On Jan. 10, 1914, Shell established an office in Manila with a lean staff of only six people. The organization traces its roots to Europe where British trader Marcus Samuel first conceived of trading petroleum products with countries in Asia via the Suez Canal. After a few decades, Shell had gained ground in the country and was already employing Filipinos as clerks and supervisors, on its way to expanding its presence when the Second World War struck.

The rehabilitation period following the end of World War II ushered in Filipinization efforts initiated by the company so it could gain domestic market share and at the same time transfer technologies, knowledge, and skills to its host country. The decentralization of operations in Asia began in earnest in 1950, leading to the appointment of the first Filipino executive of the Shell Group outside the Philippines as well as on the board of Shell in the Philippines.

Hiring professionals to become company executives and preparing locals for promotion meant that sales superintendents and supervisors had to undergo monthly intensive technical training, but the Filipinos were more than up to it. For them, Shell offered a place where the best and the brightest Pinoys could learn from the expatriates, and where they could apply and nurture their skills and unique perspective for personal and company growth. The working culture in Shell encouraged Filipino executives and staff to stay with the company for many, many years—a culture that holds true up to this day.

Another breakthrough in the Philippines for Shell was the opening of the P65-million petroleum refinery in Batangas, the largest European investment in the country in those years. It was built by some 950 construction workers, majority of whom were locals.

By 1975, Cesar Buenaventura, a civil engineer who was recruited 20 years earlier, earned the distinction of becoming Shell’s first Filipino president. The ensuing years saw the company stepping up its investments in the Philippines and in its people. Filipinization initiatives achieved further gains—accelerating the training and promotion of Filipino staff; the Shell companies in the Philippines becoming majority-owned by Filipinos; exploration of non-traditional energy sources such as bio-diesels and natural gas; and the creation of the company’s non-profit arm to focus on providing technical education, practical assistance, and livelihood opportunities to various sectors of society such as farmers, out-of-school youths, scholars, and others.

As Shell moves towards its next hundred years, it continues to help the government in nation-building and powering communities in a more sustainable manner. Shell is focused on diversifying the energy mix by delivering cleaner-burning natural gas and smarter products for clean and fuel efficient transport, producing smarter infrastructure, and espousing smarter mobility. It also continuously aims to address social concerns and works to benefit local communities, protecting its reputation as it does business.