Business Insights in Ho Chi Minh Conference: What is Vietnam’s Brand of Leadership

Over 150 leaders from business, government, and civil society from over seven different provinces in Vietnam convened in Ho Chi Minh City to discuss Vietnam's Brand of Leadership. Find out the insights of Vietnam's leadership future.

Ho Chi Minh City, Vietnam, August 24, 2013 --( Over 150 business leaders from business, government and civil society and from more than seven difference provinces in Vietnam convened at the Shape the World Conference on 15 August 2013 to discuss new ideas on how Vietnam can lead and strengthen their company against changing economic conditions. The event was co-organised by Vietnam Chamber of Commerce and Industry (VCCI), Enterprise Bridge by Ministry of Trade and Consulus and held at Novotel Saigon Center Hotel.

Mr Tran Ngoc Liem, Deputy Director of VCCI HCM City Branch and Ms Edlyn Khoo, Vice-Consulate (Commercial Section), Consulate General Republic of Singapore in Ho Chi Minh City were the Guest-of-Honours of the conference. VIPs include Ms Bui Hoang Yen, Deputy Chief Representative at Vietrade, Ministry of Trade, Ms To Tuong Lan, Deputy General Secretary at Vietnam Association of Seafood Exporters and Producers (VASEP), Ms Tran Thi Thuy Hoa, Chief of the Secretariat of Vietnam Rubber Association and Ms Pho Nam Phuong, Director of Investment & Trade Promotion Centre of Ho Chi Minh City, Vietnam (ITPC).

Delegates come from industries such as food & beverage, heavy industries, manufacturing and retail located in Nha Trang, Can Tho, Kien Giang, An Giang, Ha Noi, Ho Chi Ming City, Dong Nai and Vinh Long.

Mr Lawrence Chong, CEO at Consulus, and Keynote speaker at the event spoke on the conference topic “What is Vietnam’s Brand of Leadership?” and urged Vietnamese leaders to review their company’s business models and seek to build stronger Asian brands.

“Our world is changing rapidly so Vietnamese companies like their Asian counterparts need to urgently redesign their business models and brand experiences or risk being left behind,” Chong said.

Panelist Speaker, Dr. Vu Dinh Anh, Economist, shared the distinct aspects of the Vietnam culture that can be leveraged upon to showcase to the global market. Some unsettling traits that limit Vietnamese enterprises include low ability to take risks resulting in limited creativity, rare strategic thinking present in companies and the fact that enterprises prefer racing to competing.

“The current gap between Vietnam's economy and the global economy is still too far. But eventually, driven firstly by a few Vietnamese enterprises, then them impacting the world economy if we can develop and apply a new business philosophy based on the value of Vietnamese pride combined with refined values ​​on the path of global integration and development,” Dr Anh said.

Panelist Speaker, Mr. Pham Dinh Doan, Chairman & CEO at Phu Thai Holding gave an insider’s view on the innovation process in Phu Thai, one of the leading distributors in Vietnam, during his presentation on “Vietnamese Leadership Requires Innovation.”

“In order to build a company that can be both an international cuisine and fast food, you need to ask yourself: How sustainable is your business model? When foreign competitors the market, will they acquire or buy your company?” Mr Doan asked.

During panelist discussion “How to create more leaders for Vietnam”, keynote speakers passionately shared their insights and experiences on how Vietnamese companies can leverage on Vietnamese values to move forward as well as strategically solve the issue of high inventories. Participants’ questions mainly focused on how to build internal team with innovative culture as well as creating practices and rituals to encourage collaboration and innovation within the organization.

During the interactive workshops, delegates learnt how to apply practical frameworks to actual examples.

Ms Tang Ying Chun, Manager of Strategy at Consulus, explained Consulus’ 4 Frames™ approach on how to create a complete brand experience:

1. Frame: What is your customer’s first impression of you?
2. Condition: What is the unique style that will influence the way customers perceive you?
3. Engagement: What is the unique interaction that you provide?
4. Take-away: What is the memory that customers retain after then experience?

“The best brands in the world know how to tell a story,” Ms Tang said, encouraging business leaders to be bold in telling their brands’ stories.

“Better ideas and better data are key elements for Vietnamese companies to innovate and move forward. However, what we should bear in mind is together with learning international experiences and methodologies, we have to adapt these to Vietnamese culture and environment,” shared Ms. Tran Thi Thuy Hoa, Chief of the Secretariat of Vietnam Rubber Association.

“I have learnt many practical strategies and ideas to apply to our business,” said Ms. Tran Thi Hoang Lan, CEO at Y Lan Sand Painting Co., Ltd.

“What I have learnt: Business model, Design and HR are key factors to bring Vietnameses brands to the world.” -Vu Anh Long, CEO at An Duong Trade and Advertising Join Stock Company.
Consulus Pte Ltd
Christina Tarigan