ABSTRACT
Vietnam continues its transition. A growing and diversifying economy, greater reforms, a rapidly emerging and increasingly sophisticated consumer society, new trade agreements, and sheer market potential all make Vietnam one of the most compelling markets in Southeast Asia. Global marketers must have a presence in Vietnam, yet many unique challenges remain that must be addressed with keen awareness and sensitivity by investors and managers. In this chapter, we present a synopsis of the social, political, economic, marketing, and consumer behavior trends and phenomena that make Vietnam both an attractive and frustrating market. We articulate the challenges that must be overcome and share insights on strategies currently being implemented by successful marketing firms competing in Vietnam.
