WORKSHOP

SUCCESSFUL IN VIETNAM: EVALUATE THE LOCATION, UNDERSTAND THE BUSINESS CULTURE, CREATE BRAND SUCCESS

This informative event offers you insights into the promising Vietnamese market in an entertaining way and provides practical knowledge for a successful market entry. Our focus is on business culture and brand management: how do you skilfully position yourself as a new market participant – as a person, as a company, as a brand? How do you deal with different stakeholders on the ground? How do you convince business partners and customers that your brand and products are more promising than those of other global or local competitors? Which “beginner’s mistakes” should you avoid at all costs, especially in contrast to China, where business practices are often completely different?

Experienced experts from Baden-Württemberg International, Dezan Shira & Associates and PALLAS BrandFare will share their in-depth knowledge and answer your specific questions.

Event highlights:

In-depth insights not only into Vietnam's key location factors, but especially into the business culture
Networking and maintenance, dealing with different local stakeholders (from business to politics), everyday work and dealing with employees – especially in contrast to China
Relevance of a strong brand in a highly competitive Vietnamese environment
Strategies for adapting your products and brand to the Vietnamese market
Practical examples of successful companies

The workshop is particularly ideal for:

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speaker profiles

Corinna Seidel is the founder and managing director of the marketing network advisory PALLAS BrandFare, which supports industrial companies, technology providers and service providers with strategic and targeted operational marketing in market entry and growth. From 2015 to 2019, the business economist worked as Marketing and PR Manager APAC for the international logistics service provider Dachser in Hong Kong. Previously, she held specialist and management positions in strategy and marketing in Germany, France, Spain and Ecuador.

Riccardo Benussi is a partner at Dezan Shira & Associates and heads the European business of the management consultancy, which was founded in Hong Kong in 1992 with a focus on market entry strategies in Asia. His areas of expertise include the establishment of foreign-invested companies and representative offices, global human resources strategies and the protection of intellectual property. In addition, Riccardo is responsible for the Italy, Germany and Spain desks, develops initiatives in Europe and coordinates collaboration with teams in our Asian offices.

Caroline Müller Runte is Manager for Internationalisation Southeast and East Asia at Baden Württemberg International (BW_i), where she supports companies, research institutions, and public organisations in establishing partnerships throughout the region. She holds academic qualifications in Management, Asian Studies, and Intercultural Communication, complemented by international experience in Vietnam, South Korea, and Sweden. Caroline focuses on promoting cooperation in business, research, and higher education and regularly coordinates delegation visits, market exploration programs, and strategic exchanges.