Business Transformation in Emerging Markets: Insights from Vietnam examines the rapidly changing business environment of Vietnam, focusing on how digitalization, artificial intelligence, sustainability, evolving consumer behaviour, workforce expectations, governance, and global market integration are reshaping organizations and industries. The volume presents Vietnam as a dynamic emerging-market context in which businesses are navigating both the opportunities and complexities associated with contemporary transformation.
\nThe book adopts an interdisciplinary perspective, emphasizing that business transformation extends beyond technological adoption. It explores the interaction between technology, people, organizational capabilities, leadership, human resource management, governance, customer experience, innovation, and sustainability. Through empirical studies of organizations, employees, consumers, and industries, the chapters provide evidence-based insights into practical business challenges and emerging management practices.
\nThe volume covers diverse sectors and themes, including ecotourism, hospitality, digital transformation, artificial intelligence, digital marketing, tourism experiences, sustainable business practices, corporate governance, executive compensation, Agile management, employee adaptability, brand equity, flexible work arrangements, and tourism development. Collectively, these studies demonstrate how Vietnamese organizations are responding to technological disruption, changing markets, evolving workplace practices, and increasing sustainability expectations.
\nA key contribution of the volume is its emphasis on context-specific research. Rather than treating Vietnam simply as a testing ground for established theories, the book highlights how the distinctive institutional, economic, cultural, and organizational characteristics of an emerging economy contribute to broader discussions of business and management transformation. The volume will be valuable to researchers, academics, postgraduate students, business professionals, managers, policymakers, and practitioners interested in emerging markets, organizational transformation, and the evolving Vietnamese business landscape.
\nKeywords: Business Transformation; Emerging Markets; Vietnam; Digital Transformation; Artificial Intelligence; Sustainability; Innovation; Corporate Governance; Human Resource Management; Employee Adaptability; Consumer Behaviour; Customer Experience; Tourism and Hospitality; Digital Marketing; Organizational Change; Business Strategy; Agile Management; Brand Equity; Flexible Work Arrangements; Emerging Economy.
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