Document Type

Article

Publication Date

1997

Publication Title

Marketing Management

Volume

97

Issue

5

Pages

26-37

Publisher Name

American Marketing Association

Abstract

Vietnam has evolved from one of the worst performing economies in Asia during the early 1980s, to winning the Euromoney Best Managed Economy Award in the '90s. Foreign investors, betting that Vietnam was serious about its economic reforms, rushed to penetrate this market. Some succeeded, many failed. Vietnam must now respond to the challenge of rising expectations by foreign investors while delivering increased variety and quality of goods demanded by its people. The transition from a command to a market economy continues to lurch forward, creating a promising but perilous marketing environment. INSETS: Important Political Developments Since 1992;Vietnam: The Bad News;Vietnam: The Good News;Vietnam: The Good News.

Comments

Author Posting. © American Marketing Association, 1997. This article is posted here by permission of the American Marketing Association for personal use, not for redistribution. The article was published in Marketing Management, Volume 97, Issue 5, 1997. https://www.ama.org/

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