Foreign firms and advertising knowledge transfer in Vietnam

Abstract

Commercial advertising is relatively new in Vietnam, having been reintroduced only after reform began, and policy has been erratic. Much initial criticism seems to be based on the fact that foreign companies are usually better at it than local companies, and thus gain market share. However, one aim in opening the economy is knowledge transfer, so local managers should be learning more about modern advertising if they work in foreign companies. This research looks at how Vietnamese managers in local and foreign consumer products companies view various elements of advertising. The pattern of views about specific elements indicates that Vietnamese managers working in foreign companies are learning current ideas about how to construct effective ads more rapidly. Relative to the managers in local firms, they are somewhat less concerned about information content, and more concerned with elements of execution style. © 2003, MCB UP Limited