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| Author: | Shultz, C. J. |
| Title: | Balancing policy, consumer desire and corporate interests. Considerations for market entry in Vietnam (Absatzstrategie , Exportmanagement, Auslandsfiliale, Auslandsinvestition) |
| Journal: | Columbia Journal of World Business
1994 : WINTER, VOL. 29:4, p. 42-52 |
| Index terms: | |
| Freeterms: | UNTERNEHMENSSTRATEGIE, SÜD-VIETNAM |
| Language: | eng |
| Abstract: | The direction and pace of Vietnam's renovation is dictated by an emergent consumer culture rather than by government policy. While government authorities and business persons contend fundamental changes are necessary, several companies have already begun profitable operations in Vietnam despite obstacles. The author presents a synopsis of the consumer revolution in Vietnam, articulates trends that local business people believe will ensure a renovation of the economy, and describes elements of successful strategies currently being employed by foreign companies. |
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