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A reconcilable strategy for sustaining Vietnam’s competitive advantage

This paper theoretically explores the need for crafting a new framework for crafting a Vietnamese national competitive strategy, whether in international relations or business, rather than repetitively applying Western derived models from one culture to another. The recommendations for such a framework put forth here call for the application of a new cross-cultural strategic model | VNU Journal of Science: Economics and Business, Vol. 31, No. 2 (2015) 51-62 A Reconcilable Strategy for Sustaining Vietnam’s Competitive Advantage David Dickerson*,1, William F. Pore2 1 2 University of North Alabama, College of Business, USA Pusan National University, College of Economics and International Trade, South Korea Received 22 May 2015 Revised 16 June 2015; Accepted 29 June 2015 Abstract: This paper theoretically explores the need for crafting a new framework for crafting a Vietnamese national competitive strategy, whether in international relations or business, rather than repetitively applying Western derived models from one culture to another. The recommendations for such a framework put forth here call for the application of a new crosscultural strategic model. Dilemma theory is introduced as a means for eliciting and resolving failed geo-political marketing strategies. The recommendations also provide professional practice a tool for synthesizing values between cultures to create a better strategy. The study further implies that transference of a Western model to Asia, specifically Vietnam, without integrating cultural differences first, will result in failed strategies. The originality of this article stems from the application of an existing cross-cultural model of reconciliation to the field of international relations and global business strategy. The mindsets of Asia will undoubtedly conflict with the mindsets of the West. A tool has been provided for strategists, both business and diplomatic, to map out cultural differences as a means for making decisions that will allow enterprises in Vietnam to achieve a competitive advantage. This study maintains that by not building reconciliation into the strategy formulation process, the execution of a market strategy for growth will not be sustainable. Keywords: Southeast Asia, Vietnam, cross-cultural marketing, Southeast Asian market strategy, international relations, international marketing, .