The entrepreneurial journey in Vietnam's public relations industry: the motivation, the role and the challenges
Journal of Management Development
ISSN: 0262-1711
Article publication date: 19 January 2023
Issue publication date: 26 January 2023
Abstract
Purpose
With the growing importance of small and medium entreprises (SMEs), especially in Asia Pacific, the demand for research on these topics continues to grow. This study examines the growth challenges faced by Vietnamese entrepreneurs by exploring the founders' challenges, decisions and motivations during their company's growth stage. The study aims to expand the body of knowledge about entrepreneurship in an emerging Asian market, Vietnam, as well as to give practical advice to entrepreneurs and businesspeople in Vietnam.
Design/methodology/approach
The study adopted an inductive, grounded theory approach, using a series of in-depth interviews with public relations agencies' founders in Vietnam.
Findings
The study found that founders in Vietnam's public relations industry are challenge-driven, firmly attached to their founded consulting businesses. These founders appreciate learning and earning opportunities more than company growth or control; thus, they did not demonstrate the growth dilemma usually seen in SME founders.
Practical implications
This study provides guidance to nascent entrepreneurs in Vietnam, especially those in the public relations sector. As founders in this industry usually lack a business management background or experience, understanding what lies ahead in the start-up venture will help them better prepare themselves and avoid failure early in their business.
Originality/value
The study findings challenge the widely-held assumption that all entrepreneurs pursue growth and typically experience the growth versus delegation crisis. The study also contributes by expanding the limited body of knowledge about Vietnamese entrepreneurship, an area that has not been well studied and the Vietnamese public relations agencies.
Keywords
Acknowledgements
The author would like to express her sincere gratitude to her supervisor, Dr. Ken Grant of Toronto Metropolitan University, for his continuous support, encouragement, and motivation throughout this research project.
This study was financially supported by Van Lang University, Vietnam.
Citation
Ly-Le, T.-M. (2023), "The entrepreneurial journey in Vietnam's public relations industry: the motivation, the role and the challenges", Journal of Management Development, Vol. 42 No. 1, pp. 76-90. https://doi.org/10.1108/JMD-04-2022-0101
Publisher
:Emerald Publishing Limited
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