| Author | Nguyen Thi Kim Thanh |
| Note | A final project submitted in partial fulfillment of the requirements for the
Degree of Master of Business Administration (Executive) in International Business –
Management of Technology, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | experiencing form the first step of VICEM consolidation strategy, I had had a quite general
view for brand consolidation in VICEM. I always wonder what VICEM should do to manage
the consolidation with the less risk and maximize competitive advantage to all VICEM
members.
In fact, there are not only advantage but also challenges and problem in every consolidation.
Finding them out, having solution for those challenges and problem will contribute in limiting
the risk to be successful in VICEM brand consolidation strategy.
With the pros and cons of consolidating long-standing brands in VICEM were found in the
research from theory and practical dimension, hoping to provide some useful recommendation
for VICEM board of management in implementing the last stage in VICEM brand
consolidation strategy. |
| Year | 2012 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Winai Wongsurawat; |
| Examination Committee(s) | Huynh Trung Luong;Zimmermann, Willi; |
| Scholarship Donor(s) | Vietnam Cement Industry Corporation
(VICEM); |