BUSM4186 - Global Entrepreneurship

Assignment 1

Global Entrepreneur

Case Study

Jong Wook Kim

Client brief:

Describe 2-3 cross-cultural elements that the guest entrepreneur has been confronting when starting up/doing business in Vietnam (Please go beyond Hofstede when you answer this question - you are looking at different aspects of the culture that will impact the guest's entrepreneurial activities).

Analyze the market entry mode of the guest entrepreneur’s business in Vietnam and clarify what market entry mode the guest entrepreneur can use to expand his business to other countries in the future.

Explain the value proposition, value creation, value delivery and value capture of the guest speaker’s business and how they can improve these value processes for more success in the future

Paper overview:

Not based on past statistics, but trusting in personal intuitive abilities and taking risks for a better future must be a virtue of a global entrepreneur. The aim of the report is to analyse the global entrepreneurship experience case of the guest named Mr Thann, who is a co-founder of one of the prominent Vietnamese coffee chains, The Coffee House, and a new concept of the restaurant, ZumWhere and Maffia kitchen. The paper scrutinises cross-cultural elements that the guest has encountered, the market entry mode of businesses, and the value of businesses.