Ho Chi Minh City, Vietnam (15 August 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).

Mr. Tran Ngoc Liem, Deputy Director of VCCI HCM City Branch gave opening speech.

Mr. Tran Ngoc Liem, Deputy Director of VCCI HCM City Branch gave opening speech.

 

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.

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Delegates 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 convened at the conference.

 

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.

Mr. Lawrence Chong, CEO at Consulus, urged Vietnamese leaders to redesign their business models and brand experiences or risk being left behind.

Mr. Lawrence Chong, CEO at Consulus, urged Vietnamese leaders to redesign their business models and brand experiences or risk being left behind.

 

“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.

Dr. Vu Dinh Anh shared the distinct aspects of the Vietnam culture that can be leveraged upon to showcase to the global market.

Dr. Vu Dinh Anh shared the distinct aspects of the Vietnam culture that can be leveraged upon to showcase to the global market.

 

“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.

 Mr. Pham Dinh Doan, Chairman & CEO at Phu Thai Holding presented his insight on “Vietnamese Leadership Requires Innovation”.

Mr. Pham Dinh Doan, Chairman & CEO at Phu Thai Holding presented his insight on “Vietnamese Leadership Requires Innovation”.

 

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.

Panel discussion with the audience.

Panel discussion with the audience.

Participants put questions to the speakers.

Participants put questions to the speakers.

 

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?
Ms. Tang Ying Chun, Strategy Manager at Consulus explains how the participants can use the Consulus 4-Frame Methodology to tell their brands’ stories.

Ms. Tang Ying Chun, Strategy Manager at Consulus explains how the participants can use the Consulus 4-Frame Methodology to tell their brands’ stories.

“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.

Shape the World Conference 2013, Vietnam is also the launch of first-ever World Company Day to encourage companies to shape a better world.

 

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About Shape the World Conference

Shape the World conferences have gathered more than 4,000 delegates from around the region since 2005. The conference was launched in Singapore and has since been introduced to fast-growing economies such as Vietnam. The inspiration was simple.While there were numerous branding forums about strategy and tactics, there was none about the role of Asian brands in shaping a new Asia and how to apply practical ideas in business model, HR and branding to bring about real change.

About Consulus

Business Design | Organisational Development | Brand Experience

Consulus is an innovation and organisational brand consultancy with management consultancy and multi-disciplinary design capabilities. The firm specialises in helping Asian brands transform their business models to rise up the value chain through business design, organisational development and designing new brand experiences.

The firm’s solutions of innovation and organisational change have been applied in diverse industries from consumer, business-to-business to governments in more than 18 cities in Asia since 2004.

About VCCI

Vietnam Chamber of Commerce and Industry (VCCI) is a national organization which assembles and represents business community, employers and business associations of all economic sectors in Vietnam. The purpose of VCCI is to protect and assist business enterprises, to contribute to the socio-economic development of the country and to promote economic, commercial and technological co-operations between Vietnam and the rest of the world on the basis of equality and mutual benefit. VCCI is an independent, non-governmental, non-profit organization having the status of a legal entity and operating with financial autonomy.

About Enterprise Bridge Magazine

In order to develop the relationship between countries, The Industry and Trade Magazine – The Ministry of Industry and Trade, launched The Enterprise Bridge Magazine (Economics Publication – The best Vietnamese trading bridge) with Vietnamese and English version which brings a lot of useful, latest and practical information for entrepreneurs, enterprises, who are looking for cooperation’s opportunities, investing at home and abroad in the process of international integration.

Not only update news, economic policies, business stories, The Enterprise Bridge Magazine but also is a useful bridge for interior and foreign enterprises, enterprises with government’s management agencies, enterprises and consumers… Besides, The Enterprise Bridge Magazine introduces, connect enterprises from many countries, marketing and directly co-promote investment programs, commercial and enterprises’ specific products on the principles of equality, friendship, for the benefit of consumers, enterprises and countries.