Keynote Speaker


Ms. CAO Thi Ngoc Dung

Building A Sustainable Business

Abstract: Generally, sustainable development is a broad but difficult phrase to define. In this keynote speech, it is taken to mean improving the quality of life besides economic growth. The keynote speech will firstly discuss the definition of sustainable development. On this basis, the keynote will define the term, which has shifted towards triple bottom line: economic development, social development, and environmental protection. Finally, the keynote will discuss ways to develop a sustainable business by answering questions: why and how. Specifically, in terms of how-question, the keynote will focus on (1) people development, systems building, (3) expertise enhancement, (4) strategy planning, and (5) sustainability measure.

Short bio:

She was the pioneer in establishing and developing PNJ brand as a national and leading jewelry brand in Vietnam. PNJ has become a listed company with the total assets of over VND 3,000 billion, total headcount of nearly 6000 employees, 300 stores and showrooms nationwide, and owns the largest jewelry factory in Asia. Madam Dung is considered a prestigious woman entrepreneur and has had great influence on the entrepreneur community in Ho Chi Minh City. She was the co-founder of the Young Business Association of HCMC (YBA) from 1994, the Association of High Quality Vietnamese Goods, Saigon Times Foundation, Leading Business Club, member of the executive board of Vietnam Gold Traders Association, the Sponsoring Association for Poor Patients of Ho Chi Minh City. Madam Dung also serves as the Vice President of the Vietnam Association for Women Entrepreneurs (VAWE). She has contributed positively to the activities of women entrepreneurs nationwide. Since 2015, she is President of HCM Association For Women Executives & Entrepreneurs. She has involved in many charity activities and meaningful programs that are impressive and practical to community. Her achievements and awards include: First-class Labor Order, Vietnam Typical Entrepreneur award, Certificate of Merit from the Prime Minister and several other certificates of merit. Particularly, she is the only women entrepreneur featured in the Top 5 entrepreneurs in Vietnam that receiving Ernst &Young award. In 2016, she was honored in the list of Asia's Top 50 power businesswomen by Forbes Asia magazine. Since 2016 till now, she has been honoured in Top 50 most influential Vietnamese women. 



Prof. Dr. Carsten Baumgarth 

New Wave of Brand Management: Strategy, Tactics, and Tools

Abstract: Brands are one of the most valuable assets of companies, cities, universities etc. In the past, brand management was based on some simple “brand laws”. However, disruptive technologies (e.g., AI, Social Media, VR, robotics), increased competition (e.g., start-ups vs. companies, new international competitors), dramatic changes of consumer and employee behavior (e.g., sustainability, New Work movement) and instability of political and economic systems (e.g., trade wars, new political parties and leaders) challenge these brand laws. The keynote speech will firstly discuss the new challenges for brand management. On this basis, the keynote will present “The New Brand Movement Manifesto”, which summarizes the main changes for brand management. Finally, the keynote will discuss five selected current issues of brand management in detail: (1) data literacy, (2) new technologies for the measurement of customer journeys and brand touchpoints, (3) brands with a conscious, (4) brand leveraging and (5) brand co-creation.

Short bio:

Since 2010 Carsten Baumgarth has been a Full Professor of Marketing and Brand Management at the Berlin School of Economics and Law (Germany). He has published around 400 papers and books with a focus on brand management, B2B marketing, sustainable marketing, arts marketing and empirical methods. His work has been published in Industrial Marketing ManagementJournal of Business ResearchEuropean Journal of MarketingJournal of Product & Brand Management, Journal of Brand Management and International Journal of Arts Management among others. He has won more than ten best paper awards. In 2012, he founded together with colleagues the Institute for Sustainability ( in BerlinTogether with three colleagues he founded the expert council technology brands in 2015 ( He is Adjunct Professor at Ho Chi Minh City Open University (Vietnam). 


Assoc. Prof. Dr. Ngo Viet Liem 

Marketing in Platform Ecosystems: Secrets inside

Abstract: The phenomenal rise of platform ecosystems has transformed competition, defined new markets, drawn together a network of buyers, suppliers, and complementors, and created a new breed of start-up entrepreneurs. This paper complements prior research focusing on how marketing enables start-up entrepreneurs to generate and bring new business ideas to life, and scale businesses at incredible speed. This paper also brings into focus the psychological well-being of start-up entrepreneurs.

Short bio:

Liem Viet Ngo (PhD, University of Newcastle) is Associate Professor of Marketing at UNSW Business School, University of New South Wales, Sydney, Australia. He is Editor-in-Chief of Australasian Marketing Journal. His research has appeared in Journal of Product Innovation Management, British Journal of Management, Industrial Marketing Management, European Journal of Marketing, Long Range Planning, Journal of Services Marketing, Journal of Retailing & Consumer Services, Psychology & Marketing, Journal of Business Research, Journal of Marketing Management, Journal of Brand Management, Australasian Marketing Journal, Journal of Business and Industrial Marketing, among others. He is leading several research projects focusing on emerging research areas: customer management (e.g. mindfulness, empathy, collective behavior), innovations in business models, and entrepreneurship in emerging economies.

He currently serves on the Editorial Review Board of Industrial Marketing Management, Asia Pacific Journal of Marketing & Logistics, and Journal of Asian Business and Economic Studies. At UNSW Sydney, he served as Research Coordinator, Postgraduate Research Coordinator, and Postgraduate Coursework Coordinator. He has taught postgraduate and undergraduate courses at UNSW Business School including brand management, digital marketing, and advertising. He is currently a Member of Advisory Board of Relationship Marketing for Impact, Griffith University. In 2018, he received an Honorary Doctor of Economics from University of Economics – Ho Chi Minh City.

His research contribution is recognized by the 2008 Highly Commended Award Winner of Emerald/EFMD Outstanding Doctoral Research, the 2011 Non-professorial Research Achievement Award from UNSW Business School, Best Paper in Services Marketing and Marketing Strategy Track - ANZMAC 2015, Sydney, Best Paper Nominee in 2017 AMA Global Marketing SIG Conference. He has served as an assessor for the Australian Research Council (Discovery and Linkage Projects) since 2013. In 2010, he was part of a team that won an ARC Discovery Grant of $145,000.


MSc. Florian Johannes Beranek 

Don’t underestimate your clients! – How to succeed in tomorrow’s domestic market

Abstract: Often, developed countries’ consumers’ demands are cited in the explanations and justifications for interventions in course of development projects as the key driver for envisaged changes in local businesses with regards to labor conditions, wages, product safety or environmental impacts. These claims in most target countries are not really understood, as their national consumer protection mechanisms can be seen mediocre at best. In developing countries business probably tends to see consumer rights as a market obstacle, governments are struggling with the provision of essential services, and most development projects are just aiming for awareness raising, sustainable/green consumption, or some cleaner production at the best. In addition political systems in developing countries might see strong consumer empowerment as a threat to their power, once a culture of claiming legitimate (consumer) rights becomes established. Once exposed to the benefits of consumer protection however, consumers in developing countries are caught by the idea of not longer being just the one who pays while having no rights to claim good service, safe products, and seeing their personal data protected. Engaging in the development of national consumer protection mechanisms might eventually lead to the same result as observed in developed countries: Only legally empowered consumers are the ultimate push factor for responsible behavior of both businesses and governments. This said, the often praised and definitely important goal of domestic market development also requires the establishment of a consumer driven control mechanism, which steers inclusive and sustainable development throughout all SDG stakeholder groups effectively. The United Nations do not have a specialized agency for consumer protection but under the leadership of UNCTAD (United Nations Conference on Trade and Development) it regularly convenes international expertise in the field of consumer protection. As a result the UN Guidelines for Consumer Protection (UNGCP) were adopted by the General Assembly first in 1985. The UN General Assembly agreed the latest revision, with substantial contribution of Consumer International, in 2015. Working with these guidelines, together with specialized organizations like Consumer International could be an important milestone in achieving an advanced consumer protection landscape also in the course of ODA or respective national investment policies that are aiming for inclusive and sustainable development alongside the framework of the SDGs. The keynote speech will search for connecting the dots of consumers’, businesses’ and governments’ expectations and duties in order to develop an inclusive and sustainable domestic market.

Short bio:

Mr. Beranek, 54, Austrian, is a Principal Expert on Societal Responsibility (SR) and Responsible Business Conduct (RBC).  Since 2009 he is based in Hanoi, Vietnam and assigned to several mainly SR/RBC related projects in Asia mainly for UNIDO (United Nations Industrial Development Organization).

Before assigned to Vietnam he worked several years consulting international companies and organizations mainly in Eastern Europe, the Middle East and India as a senior partner of The CSR Company Ltd., Austria. Mr. Beranek holds an MSc degree on CSR and Ethical Management of University of Applied Sciences bfi Vienna, Austria.

Range of technical expertise: ISO26000, ISO14001 ISO45000, ISO37001, ISO20121, ISO20400, OECD Guidelines for MNEs, the ILO MNE declaration, the UN Guiding Principles for Business and Human Rights and a wide range of other relevant global frameworks. He possesses wide experience in stakeholder management, SR communication and reporting, supply chain compliance and integrated SR strategy development as well as increasingly in transparency/integrity programs and value cultivation systems.

Based on a strong regional network Mr. Beranek is frequently invited to contribute to seminars and conferences related to sustainable, inclusive and responsible business in Asian countries such as China, Myanmar, Singapore, Cambodia, Thailand, Indonesia, Japan and Malaysia.


Mr. HUYNH Kim Tuoc 

Don’t underestimate your clients! – How to succeed in tomorrow’s domestic market

Abstract: Every entrepreneur is now facing a harsh and highly competitive business context in a globalized economy, and in order to resist and to be successful the new challenge is to master the innovation process, harnessing change, creating new competitive advantages by offering better products, using better processes, delivering better services or even offering entirely new solutions. The process of innovation is one of the most important drivers of growth and prosperity in today's global economy. The keynote speech is to is to discuss the importance of innovation for entrepreneurship environment in the context of current economic conditions.

Short bio:

Mr. Huynh Kim Tuoc is an investor and a policy maker in the field of innovation, technology transfer and renewable energy. He has participated in establishing and developing many companies and organizations operating in this field, especially focusing on International Cooperation and Private - Public Partnership. 

Mr. Tuoc is a founding member and the Director of the Startup and Innovation Hub of Ho Chi Minh City (SIHUB), under the Ho Chi Minh City Department of Science and Technology (DOST). This is the focal center assisting the City in developing strategies and implementing its policies and programs for the development of the startup and innovation ecosystem, especially in building strategic partnership and alliances with global partners.

He is the founder and director of the first Energy Conservation Center (ECC-HCM) in Vietnam under HCMC DOST, and is also the founding partner of Red Sun Energy JSC (solar energy solution provider) and VietESCO (energy consultancy and investment corporation). He is also the Vice Chairman of the Vietnam Environment Industry Association (VEIA) and the Vietnam Energy Conservation and Energy Efficiency Association (VECEA).



Ms. VO Thi Phuong Lan 

How To Win Alibaba – Experience From A Start-Up Company

Abstract: brings a lot of utilities and business opportunities for Vietnamese businesses. Exporting through provides opportunities to find customers, expand markets and save costs for exporters compared with traditional methods. Many businesses realize that is one of the tools to help them find export opportunities, but how to exploit effectively is a difficult problem for businesses. The keynote speech will share and discuss how to do business with Alibaba from a startup's experience.

Short bio:

Chairwoman & CEO of Amerasian Shipping Logistics Corporation (ASL CORP.)

Chairwoman of the National Advisory Council for Entrepreneurship in the South

Vietnam Logistics Association Executive Board Member – Chairwoman of Training Committee

Executive Board Member of Binh Thanh Business Association