{"id":"https://openalex.org/W4380677490","doi":null,"title":"Trade marketing of Fast Moving Consumer Goods Industry in Vietnam: a case study of Procter & Gamble","display_name":"Trade marketing of Fast Moving Consumer Goods Industry in Vietnam: a case study of Procter & Gamble","publication_year":2016,"publication_date":"2016-11-01","ids":{"openalex":"https://openalex.org/W4380677490"},"language":"en","primary_location":{"id":"pmh:oai:doaj.org/article:67d88e2fc73f45358804d9b465831239","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/67d88e2fc73f45358804d9b465831239","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of International Economics and Management, Iss 87, Pp 45-61 (2016)","raw_type":"article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["doaj"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://doaj.org/article/67d88e2fc73f45358804d9b465831239","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5110879294","display_name":"Th\u00f9y Anh Nguy\u1ec5n","orcid":"https://orcid.org/0000-0003-3534-1596","observed_orcids":["https://orcid.org/0000-0003-3534-1596"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Thuy Anh Nguyen","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5101536669","display_name":"Thi My Linh Nguyen","orcid":"https://orcid.org/0000-0002-1044-8672","observed_orcids":["https://orcid.org/0000-0002-1044-8672"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Thi My Linh Nguyen","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.5199999809265137,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.5199999809265137,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.41110000014305115,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.04569999873638153,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/trade-marketing","display_name":"trade marketing","score":1.0},{"id":"https://openalex.org/keywords/fast-moving-consumer-goods","display_name":"fast-moving consumer goods","score":0.9950000047683716},{"id":"https://openalex.org/keywords/procter-gamble","display_name":"Procter & Gamble","score":0.9980000257492065},{"id":"https://openalex.org/keywords/vietnam","display_name":"Vietnam","score":0.44200000166893005},{"id":"https://openalex.org/keywords/wholesalers-and-retailers","display_name":"wholesalers and retailers","score":0.7549999952316284},{"id":"https://openalex.org/keywords/emerging-markets","display_name":"emerging markets","score":0.734000027179718},{"id":"https://openalex.org/keywords/ho-chi-minh-city","display_name":"Ho Chi Minh City","score":0.8809999823570251},{"id":"https://openalex.org/keywords/hanoi","display_name":"Hanoi","score":0.9990000128746033}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5405316352844238},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5379410982131958},{"id":"https://openalex.org/C2778738759","wikidata":"https://www.wikidata.org/wiki/Q1187656","display_name":"Fast-moving consumer goods","level":2,"score":0.49504223465919495},{"id":"https://openalex.org/C54750564","wikidata":"https://www.wikidata.org/wiki/Q26643","display_name":"Commerce","level":1,"score":0.39310696721076965},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.3571571111679077},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3234063982963562}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:doaj.org/article:67d88e2fc73f45358804d9b465831239","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/67d88e2fc73f45358804d9b465831239","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of International Economics and Management, Iss 87, Pp 45-61 (2016)","raw_type":"article"}],"best_oa_location":{"id":"pmh:oai:doaj.org/article:67d88e2fc73f45358804d9b465831239","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/67d88e2fc73f45358804d9b465831239","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of International Economics and Management, Iss 87, Pp 45-61 (2016)","raw_type":"article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W3128858971","https://openalex.org/W4404165753","https://openalex.org/W7135383794","https://openalex.org/W2803029903","https://openalex.org/W6982136180","https://openalex.org/W4253765742","https://openalex.org/W7067463570","https://openalex.org/W1555633189","https://openalex.org/W2106972462","https://openalex.org/W7001581126"],"abstract_inverted_index":{"Trade":[0,25],"marketing":[1,6,26,46,144,183,196,212],"is":[2,27,47,85,101,134],"a":[3,49,76,178,193],"discipline":[4],"of":[5,28,73,88,106,181,192],"that":[7,136],"focuses":[8],"on":[9,60,63],"increasing":[10,35],"the":[11,71,89,103,107,124,137],"demand":[12],"at":[13,70],"wholesaler,":[14],"retailer":[15],"or":[16],"distributor":[17],"level":[18,22],"rather":[19,66],"than":[20,67],"consumer":[21,40],"(Howard,":[23],"2011).":[24],"utmost":[29],"importance":[30],"when":[31],"it":[32,133],"comes":[33],"to":[34,58,127,146,176,186,207],"revenue":[36],"for":[37,203],"fast":[38],"moving":[39],"good":[41],"(FMCG)":[42],"section.":[43],"However,":[44,94],"trade":[45,143,182,195,211],"still":[48,86],"new":[50],"term":[51],"in":[52,92,131,142,163,184],"Vietnam":[53,100,204],"while":[54],"many":[55],"companies":[56,206],"choose":[57],"focus":[59],"spending":[61],"money":[62],"extravagant":[64],"commercials":[65],"attracting":[68],"shoppers":[69],"points":[72],"sales.":[74],"As":[75],"big":[77,112],"multinational":[78],"FMCG":[79,205],"corporations,":[80],"Procter":[81],"&":[82],"Gamble":[83],"(P&G)":[84],"one":[87],"market":[90],"leaders":[91],"Vietnam.":[93],"because":[95],"developing":[96],"markets":[97],"such":[98],"as":[99],"not":[102,110],"strategic":[104],"target":[105],"corporation,":[108],"thus":[109],"receiving":[111],"investment,":[113],"they":[114],"are":[115],"losing":[116],"their":[117],"top":[118],"place":[119],"here":[120],"(Nielsen,":[121],"2015).":[122],"If":[123],"company":[125,138],"wants":[126],"be":[128],"No":[129],"1":[130],"Vietnam,":[132],"essential":[135],"should":[139],"invest":[140],"more":[141],"strategy":[145,197],"compete":[147],"with":[148,157],"its":[149],"rivals.":[150],"By":[151],"using":[152],"case":[153,180],"study":[154],"method":[155],"combined":[156],"interviewing":[158],"agents,":[159],"merchants":[160],"and":[161,171,190,198],"cosumers":[162],"urban":[164],"cities":[165],"namely":[166],"Ho":[167],"Chi":[168],"Minh":[169],"city":[170],"Hanoi,":[172],"authors":[173],"would":[174],"like":[175],"analyse":[177],"specific":[179],"P&G":[185],"pinpoint":[187],"some":[188,200],"strengths":[189],"weaknesses":[191],"real":[194],"propose":[199],"practical":[201],"recommendations":[202],"conduct":[208],"an":[209],"effective":[210],"strategy.":[213]},"counts_by_year":[],"updated_date":"2026-05-06T06:10:43.113611","created_date":"2023-06-15T00:00:00"}