INTEGRITY
Founded on honesty & transparency
STEADFASTNESS
Unwavering in delivering on commitments
FOCUSED
Sticking to the goals agreed
About Us
Benroth International was founded in 1994. Benroth International specializes in assisting clients in the first step of internationalization - that of selling through agents and distributors.
Our Business Model
Providing a cost-effective "Outsourced Regional Office" (ORO) concept for manufacturers from the West in the Asia Pacific Region. Bridging the cultural, time and distance gaps, shortening the learning curve for the client
Our Vision
We aim to be a world-class niche consultant firm known for its commitment to the client's interests but always remaining faithful to, and abiding by, our corporate values.
Our Mission
Our Mission is to contribute to International Understanding by being a value-added gateway between Western Manufacturers and the Asia Pacific region.
Our Corporate Values
We recognize that relationship is the cornerstone of any business. We strive to build the relationships anchored on these corporate values:
Our Management
Benny Lee - Founder/CEO/President
Spanning over 45 years of international marketing experience, 18 of which with multinational corporations, including Singapore Technologies, Benny Lee has amassed a remarkable array of cross-cultural marketing insights and networks like no other marketing professionals. In 1994, he set up Benroth International to ply a unique business model called the “Outsourced Regional Office”, which has since successfully matched many MNCs from the West with target markets in the Asia Pacific region. These include leading international players like James Cropper Group of UK, ArcelorMittal Steel Group of Luxembourg and Detex Corporation of the USA.
In 2004 he was appointed the Trade Consultant to Wales Trade International (WTI) in Shanghai, Hong Kong and Singapore. On 1 June 2006, he was featured in the Business Times of Singapore as a successful “Pathfinder” for Hart Technologies of Singapore, under the IE Singapore’s (International Enterprise Singapore, the Singapore Government Trade Promotion Agency) new assistance scheme to help Singaporean companies internationalize. Benny has frequently been invited to speak at international seminars in Japan, China, UK and Singapore, and often contributes business articles to the Business Times. He also sits on the panel of GlobalSources.com. Currently the President of the NUS Business School Alumni Association, Benny is also the author of Hold the Char Siew: Exporting to Asia – One Man’s Journey (2008 IE Singapore & Epigram).
He graduated from the University of Singapore with a BBA degree in 1976 and was the first Japan Airlines Scholar. Benny is married with three children
Sebastian Lim - Vice President
Sebastian brings with him over 35 years of experience in engineering, operation management, regional business development and business management.
Prior to joining Benroth International, Sebastian was the co-founder and Business Director of a Singapore-based conference organiser, an organisation that he helped to build and grow over 20 years. He was responsible for the overall strategy and business development of the company. Under his leadership, the business expanded from the Singapore home base to Hong Kong, China and Southeast Asia through a network of local partners.
Sebastian joined an Engineering & Defence MRO (Maintenance, Repair and Overhaul) company as an Aviation Engineer after his graduation. He was a licensed aircraft maintenance engineer (powerplant) in his early years. Sebastian rose through the ranks over the 15 years and assumed leadership positions in material planning, production planning and operation management in the organisation.
Sebastian graduated from the University of Oklahoma with a special distinction degree in Mechanical Engineering and obtained a post graduate diploma in Business Administration from National University of Singapore. He writes and speaks fluent Chinese. He is married with 2 grown-up daughters and enjoys reading, cycling and tennis in his leisure time.