Building the Orient Strategy 2010-2015 at Ben Thanh General Cultural Joint Stock Company: Masters thesis of Business Administration

MEIHO UNIVERSITY

Graduate Institute of Business and Management

MASTERS THESIS

Building the Orient Strategy 2010-2015 at

Ben Thanh General Cultural Joint Stock

Company

In partial fulfillment of the requirements for the degree of

Masters of Business Administration

Advisor: Dr. Yi-Cheng Chen

Co-advisor: Dr. Nguyen Minh Tuan

Graduate Student: Ngo Duc Thang

December, 2010

I

ACKNOWLEDGMENTS

I would like to show my appreciation to Ho Chi Minh City of Industry, Vietnam,

and Meiho University, Taiwan of their acceptance to me as a graduate student of the

Master of Business Administration program in the years 2009 – 2010.

I am truly grateful for Dr. Yi-Cheng Chen, professor in the Management of

Information System, for his instructions, advice, and encouragement during my

preparation of this thesis.

Also, I would like to highly appreciate Dr. Nguyen Minh Tuan, the Dean of the

Business Administration of Ho Chi Minh City University of Industry, for his advice and

ideas to me for the completion of the master thesis.

Besides, my thanks are sent to the EMBA classmates, with their ideas and

discussions I have obtained a lot of necessary knowledge for the thesis.

Last but not least, I would like to sincerely thank the colleagues in Benthanh

General Cultural Corporation, my partners for their valuable answers and assessment

during my preparation of the thesis, and my family members who have encouraged and

supported me in the difficulties I have met during the study from the beginning to the end.

II

Building the Orient Strategy 2010-2015 at Ben

Thanh General Cultural Joint Stock Company

ABSTRACT

Benthanh General Cultural Joint Stock Company (“the company”), equitizated on

2005, is one of enterprises operating in the production of computer form in Vietnam. The

changes of the economy and the printing industry in recent years have forced the

company to adjust in order to adapt with such the changes. Based on the Strategic Niche

Management literature by Ieromonachou at el (2004), the topic aimed at planning

strategies of Benthanh General Cultural Joint Stock Company applying the approach of

Strategic Niche Management.

Research data were collected from the interviews of 8 key persons in the company

based on the prepared questionnaire. Data collected were approached in 3 levels of

landscape, regime, and niche respectively in order to find out factors affected to the

transition from the macro economy to the industry, from the industry to the company, and

from internal business activities to innovations. Research result shows what to be

implemented for the purpose of improving activities then figure out solutions of the

strategy planning.

Keywords: Strategic Niche Management, Landscape, Regimes, Niches