1. Vietnamese
Cultural
specify
in
“Marke/ng
and
Sales”
Case
studies
on
Vietnamese
and
foreign
companies
implemen/ng
in
Vietnam
Hanoi,
5th
April
2016
MSc.
Pham
Minh
Ngoc
Faculty
of
Marke/ng,
Na/onal
Economics
University,
Viet
Nam
Email:
ngocpvm@gmail.com

2. Contents
1. Vietnam
at
a
glance
2. Vietnamese
core
culture
values
and
beliefs
3. Culture
in
business
4. Understanding
Vietnamese
Culture
5. Prac/cal
case

3. Vietnam
at
a
glance
Religions

4. Vietnam
at
a
glance
54
Ethnics
Ethnic
Make-­‐up:
Vietnamese
85%-­‐90%,
Chinese,
Hmong,
Thai,
Khmer,
Cham,
various
mountain
groups.

5. Vietnamese
Core
Culture
Values
&
Beliefs
Ruler
Subject
Father
Son
Older
Brother
Younger
Brother
Husband
Wife
Senior
friend
Junior
friend
Confucianism
and
Taoism
are
fundamental
to
Vietnamese
culture
and
stresses
hierarchy,
duty,
loyalty,
honor,
respect
for
age
and
seniority,
and
family
values.
Hierarchy
structures
among
society
based
upon
age
and
social
status
The
Balance
of
the
Nature
Live
harmony
with
Nature
Reject
conflicts
&
strife
Balance
between
opposing
forces

6. Vietnamese
Core
Culture
Values
&
Beliefs
FAMILY ORIENTED
CAUSALITY
Ancestry
Belief in
“Life
after
Death”

7. Vietnamese
Core
Culture
Values
&
Beliefs
Collectivism
Individualism
PERSONAL FACE
a person's
reputation,
dignity, and
prestige

8. Culture
in
Business???

9. Culture
in
Business???
direct vs INDirect
Silence
Smile Yes
NO
agreement
|
embarrassment
disbelief
|
mild
disagreement
apprecia/on
|
apology

10. Culture
in
Business???
People you know
People you don’t know
Family
Collagues

11. Culture
in
Business???

12. Understanding
Vietnamese
Culture

13. Understanding
Vietnamese
Culture

14. Understanding
Vietnamese
Culture
• Don’t
pass
things
over
someone’s
head
• Pass
things
with
both
hands
to
show
respect
• Break
a
promise
will
lead
to
loss
of
face
• When
invi/ng
friend(s)
on
an
ou/ng,
the
bill
is
paid
by
the
person
offering
the
invita/on
• Everything
done
on
New
Year’s
Day
will
determine
luck
for
a
year

15. Culture
Norms
in
the
North
&
South
of
Vietnam
More
Indirect
Collectivism
Personal Face
Social Status
Rituals
North South More
Direct
Individualism
Personal Face
Social Status
Rituals
LESS

16. THANK YOU
&
Business
CASE