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8/4/2019 VN Newsletter18
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In this issue:
The Dutch Vietnam
Management Supporter
This magazine was first
published in March 2007. It is
digitally distributed among
my Vietnamese and Dutch
business & private associates.
Purpose: to keep them
informed about my activities
in Vietnam and overseas.
This amazingly attractive andenergetic country has rapidly
conquered my soul, and
become my home away
from home.
Loek Hopstaken
P r o f . L o e k H o p s t a k e n
E m a i l :
l o e k @ h o p s t a k e n . c o m
M o b i l e :
090 888 9450
September 6, 2011
5th year, no. 4
Key to Success
Dear Reader
1
2
The Black Swan
V’mese generations
Teacher’s Corner
3
45
Hard times
Speaker’s Corner
The Real PR Course
6
7
8
The Jury Member’s
Corner
9
Standing Offer
Contact information
10
11
It don’t mean a
thing if it ain’t got
that swing!
Key to Succes
The recipe for perpetual ignorance is:
be satisfied with your opinions and content with your
knowledge.
Elbert Hubbard
Since Mankind started to become aware of its exist-
ence, it has been looking for keys, like the Fountain of
Youth (the key to stay young & attractive forever) and the
Philosopher’s Stone (the key to turn base metals into
gold). All Holy Scriptures claim to contain the Key to
Eternity. Many business authors say they have isolated a Key to Success. Hence, the name of VTV1’s business game
tv show. But is there a Key to Success? My answer: “This
depends on the lock. Each one requires a different key.”
This is not the kind of reply people like to hear. They pre-
fer: “Yes, and I tell you what it is.” Universal keys are
hard to find. However, we keep on searching, and do our
best to come close to solutions. As long as we can’t find
one, we must cope, improvize & hope for the best. See p. 9 .
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Dear Reader,
These months my agenda is full:
• a 2-day in-company course in cross-cultural skills
• two 4-evening public courses in Strategy for CEO’s (IFA)
• a 4-day HRM course for MBA-students (Hanoi)
• a 5-morning PR course at Royal Business School, and
• days 3 & 4 of a 16-day in-company management development
program
• A 4 evening HRM course for IPL-2 students
From mid October to mid November I’m in The Netherlands to
teach, coach & train. There is more to come … What happened?
How come we’re so busy? Apparently I have passed a tipping point.
Well, that’s all for analysis. What I can say is that I love to work. In
my lectures & workshops I share my personal experiences & view-
points. Meanwhile, it’s a great honor & pleasure to be able to com-municate with so many Vietnamese of all walks of life, and to sup-
port Vietnamese organizations.
Loek Hopstaken ([email protected])
25th year, no. 4
The Dutch Vietnam Management
Supporter
Dave Ulrich is a world famous expert on Hu-man Resource Management. He contributed to The
Future of HR Management, available in Vietnam-
ese. The only ‘Ulrich’ available. This may change
after his seminar, organized by PACE on Septem-
ber 29. Ulrich’s most recent work is The Why of
Work, which he wrote with his wife Wendy. An in-
triguing book on what is the true meaning of work
—and as you may guess, “it’s not just money.”
In The Why each of 7 questions starts a chapter:
1. What am I known for? (identity)2. Where am I going? (purpose; motivation)
3. Whom do I travel with? (relationships, teams)
4. How do I build a positive work environment?
(effective work culture or setting)
5. What challenges interest me? (personalizing
& contributing work)
6. How do I respond to disposability and change?
(growth, learning and resilience)
Great minds discuss ideas. Average minds discuss events.
Small minds discuss people.Eleanor Roosevelt
You can get the 2011 edition of Prof. Loek Hopstaken’s
Catalog (pdf). Just send your request to
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The Dutch Vietnam Management
Supporter
5th year, no. 4 3
The Black Swan
2 months before the financial crisis took off—October 2008—I read a book called The Black Swan, by Nassim Nicholas Taleb. No, it’s not about the 2010 Oscar-winning movie. It’s
about sudden, unpredicted events that have a high impact on Life. Like 9/11, or the 2004
Tsunami. But also, the arrival of the Internet, or the success of the Harry Potter books.
Afterwards, experts & scientists compete with each other to come up with the best explana-
tion—after the fact. As if they want to make up for failing to predict these events.
Why ‘Black Swan’? Until the 17th century the belief was: “Everybody knows a swan is
white.” In other words: black swans don’t exist. Then a Dutch explorer found one, close to
what is now Perth, Australia. Hence, the meaning of black swan. In his book Mr. Taleb accu-
rately predicts the financial crisis, and specifically what would happen to the banks. To him,
this crisis was not a black swan. To most others it came as a total surprise. The book gives afull account of the different ways people consider what’s going on. Most prefer to rely on
Life’s often fictitious certainties, such as economic & demographic models that predict the
future for the next 5, 20 or even 50 years. Some realize you cannot possibly predict the fu-
ture, as there are many presently unknown factors that determine what will happen.
A most intriguing book! Mr. Taleb re-published The Black Swan in 2010, with an extra
100+ page essay written 2 years after the financial crisis began. I decided to re-read it. Again
it was a satisfying experience: my own viewpoints on some of the world’s events appear to
have changed dramatically in 3 years. Is the book itself perhaps a Black Swan? To me it was.
Recently I gave
a brief lectureabout the
Black Swan at
ERC Institute
Vietnam for
their MBA and
BBA students.
Interested? Let
me know.
(left) The newedition I found
at Fahasa,
HCMC.
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The Dutch Vietnam Management
Supporter
5th year, no. 4 4
In Public Relations the word ‘public’ refers to a group of people who share a common
interest with an organization. Publics can be: suppliers, media, clients, government agen-
cies, neighbors, staff, shareholders and banks. Each public has its specific characteristics.
You communicate with your suppliers differently than say, with the account manager of
your bank. You have different interests. With media representatives and neighbors you also
have different interests, and hence, different communications.
In its corporate communications (= PR under a different name) a company may also
need to know how to address different generations among its publics. Take clients, and staff.
Many textbooks—from marketing to HRM to management—use the classification of Genera-
tions X, Y & Z . This attempt to classify age groups has its workability in the USA, Australia
and Europe, as these countries share a common history & socio-cultural development. Vi-
etnam’s recent history differs greatly from theirs, making this classification useless. As
there is an outspoken need for classifying Vietnam’s generations, I have made an attempt
(with help from Mr. Duy Hang):
• Generation A : educated before 1975 (difference between North & South Vietnam)
traditional—loyal—high quality—lowest price—saving
• Generation B: educated between 1975—1996
traditional—loyal—used to low quality—lowest price—investing
• Generation C: educated between 1996—2005 hybrid*—disloyal—brand, quality & price conscious—internet & sms—spending
• Generation D: currently being educated
hybrid*—disloyal—high quality, low price—hype sensitive**—entertainment—sms &
internet—(over)spending
I look forward to any comments.
At TEDX Mekong (see p. 7) repre-
sentatives of all four Vietnamese
generations were present. Thanks to
the skills we call communication andlanguage, the so-called generation
gaps were virtually non-existent.
* hybrid: adapting elements from
foreign cultures, while remaining
culturally traditional
** hype sensitive: interested in the
latest brands & hi-tech gadgets
The Vietnamese generations
The difficulty lies not in the new ideas, but in escaping the old ones,
which ramify, for those brought up as most of us have been, into everycorner of our minds.
John Maynard Keynes
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55th year, no. 4
The Dutch Vietnam Management
Supporter
Above: Da Nang, June 2. Vietnam Airlines Managers & Supervisors from middle region
airports after a seminar about customer service. The course was organized by ISM.
Below: Hanoi, June 5. Students of the Paris Graduate School of Management—Thai
Nguyen University MBA program, on the 4th & final day of Marketing Management. We
covered Philip Kotler’s works, but from an Asian and Vietnamese perspective. Not all what American sources offer applies—to Vietnam, in 2011.
The Trainer / Teacher’s corner
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The Dutch Vietnam Management
Supporter
5th year, no. 4 6
How Vietnamese Entrepreneurs deal
with hard times
Most of the things worth doing in the world have been declared impossiblebefore they were done.
Louis D. Brandeis
The 3+ years I have been active in Vietnam were years of economic challenges. I have seen many
enthusiastic entrepreneurs start a new activity, while only a handful of them became successful. Of
course for those that failed, their wise guy friends ( who didn’t do anything) have their explanations:
“It’s financial crisis”, “The market isn’t ready for your product”, or “You’re just not the kind of entre-
preneur that fits the times.” What I have come to admire in Vietnamese entrepreneurship is the re-
silience of the entrepreneurs: they start with zest, fail, get up, wipe the dust from their shirts, and
start all over again with renewed energy. They apply the hard-learned lessons, and give it another
try. They don’t keep mourning over past failures or dwell in their frustrations. I will not try to ex-
plain this phenomenon. It is what it is. Americans are well known for this leadership trait, or they
have at least many examples to prove its power. Steve Jobs is the typical example of the business
“comeback kid”, even though he has now resigned. This leadership trait appears to be increasingly
missing in Europe. However, in the USA there are few young entrepreneurs who are as promising as
the Gates & the Jobs once were. Bill is 55 now, Steve 56. Where is the Next Generation? The Face-
book kid, Mark Zuckerberg? He’s smart, but not in the same league. Some argue that true leaders
are born in times of crisis. In Vietnam the generations differ greatly from the generations elsewhere.
No Generation X, Y or Z here (see p. 4). Among the
youth there must be some geniuses-in-the-making.
Let’s support them to have a smooth ride to the top.
Let’s help them face some of the hardships of entrepreneurship in Vietnam. Such as the endless
invitations to agree to bribery. And knowing that
you lose your entrepreneurial liberty when you do.
It takes real guts to say NO to bribery. But I be-
lieve that only when they succeed in saying no and
doing no, the young Vietnamese entrepreneurs will
succeed. And Vietnamese genius will flourish.
“It is not the critic who counts, not the man who points
out how the strong man stumbled, or where the doer of
deeds could have done better. The credit belongs to the
man who is actually in the arena; whose face is marred
by the dust and sweat and blood; who strives valiantly;
who errs and comes short again and again; who knows
the great enthusiasms, the great devotions and spends
himself in a worthy cause; who at the best, knows in
the end the triumph of high achievement, and who, at
worst, if he fails, at least fails while daring greatly; so
that his place shall never be with those cold and timid
souls who know neither victory nor defeat.”
Theodore Roosevelt
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75th year, no. 4
The Dutch Vietnam Management
Supporter
The first step towards getting somewhere is to decide that
you are not going to stay where you are.
John Pierpont Morgan
The Speaker’s Corner
Ho Chi Minh City, August 18—two speaking engagements. Above, after TEDX Mekong.
Left to right: MC; Mr. Le Ba Thong, Mr. Francis Hung, Tuyen Le (my interpreter), LH, Madame
Ton Nu Thi Ninh, Dr. Nguyen Anh Thuan, Mr. Phan Quoc Viet. Not shown: Dr. Vo Tong Xuan.
Below, after a panel discussion opening the Viet Youth Entrepreneurs Boot Camp 2011. Left
to right (standing): 2 VYE, Mr. Gian Tu Trung, 2 VYE, Prof. Thomas Kosnik, Mme Ton Nu Thi
Ninh, Bob Wilkinson, LH, Rick Yvanovich, Mr. Le Ngoc Duy Thang. On their knees: VYE staff.
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The Dutch Vietnam Management
Supporter
5th year, no. 4 8
Public Relations: building understanding & trust between the
organization and its many relations
One of the most misunderstood parts of modern business management is
Public Relations (PR). At worst, an organization denies its need for PR –
until suddenly its reputation is at stake. Company leaders sometimes
think PR is “just promotion, brochures and media, and therefore part of Marketing.” Wrong!
Often PR is claimed by Marketing, borrowing its techniques to promote the company’s
products and services. However, when for example, the competitor is spreading lies about
your products, your marketeers will not be equipped to handle that situation.
At best, PR is the unit dealing with media and organizing corporate events.The PR profession in Vietnam is rapidly catching up with the changing times: from
organizing press conferences to actively using the social media to make the company’s good
works well known. This course addresses, amongst other things:
• what PR really is and isn’t
• its role in the formulation and execution of the corporate strategy
• how PR helps the company build a positive image
• how PR handles negative press, and last-but-not-least,
• how PR can be used to effectively pave the way to sustained commercial success
corporate & personal branding.
Objectives of The Real PR course:• to know the function of Public Relations in any organization – and to know what
happens if a company denies these functions, or worse: puts them in the
hands of amateurs
• to know why and how to integrate Public Relations in the company strategy, and why a
PR Department must have a direct communication line with the CEO / Chairman
• to know how to implement PR in the organization as a responsibility for each staff
• to learn about the various ways PR techniques are applied in companies around the
world – from small and local to multinational – to create & maintain a favorable image
• to learn how to build and sustain constructive relationships with the organization’s
publics, from media to financiers, from clients to employees, from suppliers to officials• to understand how the Public Relations Department can facilitate the Marketing,
Human Resources and Finance departments.
In Vietnam PR is still in its pioneering days. Major companies feel compelled to
hire international PR firms to help them build a name for themselves. It’s time to
learn what PR really is, and how no organization who cares for its reputation can
do without it.
Trainer: Prof. Loek Hopstaken—Interpreter: Mr. Ngo Quoc Phong MBA
Join The Real PR @ Royal
September 12—16: The Real PR — 0830-1200 amRoyal Business School—186 Nguyen Thi Minh Khai, D3, HCMC
Contact Miss Dang Thi Diem Quynh ([email protected]) for more information.
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Hanoi, August 21 —The Finals of 2010-
2011 season of VTV1’s Key To Success-
CEO. In 4 programs 4 contestants take up
the challenge to earn the title of CEO of
the Year, with a Grand Prize of VND 125
million:
• Mr. Nguyen Minh Quy (Chairman
& CEO of Nova Media Group)
• Mr. Dao Ngoc Hoang Giang (Chair
-man Sao Mai Office Equipment)
•
Mr. Dang The Tai (Branch Manag-er HCMC CMC Technology Group)
• Ms. Le Thanh Tu (CEO Jolie Siam
Receptionist Service Company)
For this special occasion, the Jury makes
sure their questions are even sharper &
harder than usual. After all, this is the fi-
nal round: the 4 best out of 48 contestants have been invited. Although Hoangghia Media, the pro-
duction company, will need to do some serious editing to reduce 2 or 3 hours of talk to 30 minutes of
airtime, we feel afterwards that there is genuine hope that the new generation of CEO’s & Managers
in Vietnam will succeed in supporting the country’s further economic growth and development. Who
the winner is? And who the best consultant? You’ll have to wait until Wednesday November 23 tofind out. Our lips are sealed. But the picture below shows that everyone—contestants, jury members
and the Hoangghia Media studio
staff—were happy with the result.
We are ready for the next season!
All shows start at 9.30 pm on
VTV1. Dates & topics Series 12
Oct. 5: The Implementation Dilemma
Oct. 12: Product Strategy
Oct. 19: Price Strategy
Oct. 26: Re-purchase Investment
Date & topics Series 13: Finals
Nov. 2: Partner or Competitor?
Nov. 9: An Awkward Situation
Nov. 16: Foreign Competitor (Retail)
Nov. 23: Materials Competition
All programs are re-shown the next
morning at 8 am. They can also be
viewed online: http://chiakhoa
thanhcong.mquiz.net/vie/news/.
95th year, no. 4
The Dutch Vietnam Management
Supporter
The Jury Member’s corner
Real knowledge is to know the extent of one’s
ignorance.Master Kong
Discussing with Mr. Thai Quoc Minh
(Director VP Capital) & Mr. Vo Tran
Long (CEO IBM Vietnam) who will
become CEO of the Year.
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Standing Offer + Client List + Mini Catalog
105th year, no. 4
A training serves its purpose when it deepens your understanding,
but also increases your practical skills. There is one way to get to know
my training style: by experiencing it.
One way of getting this experience is to invite me to deliver a
FREE LECTURE (1—1,5 hours) in your company. You choose the topic.
For ideas, see the mini-catalog (right). Three conditions:
1. the participants (max. 40) should be able to understand English,
2. in case the distance from my home to your location or venue is
>15 km, you take care of transportation
3. your company provides a lecture space, projector & screen.
Interested? Drop me an email. Name the topic & the period in which
it will be feasible for you & your team to attend the lecture.Then we can start scheduling.
For contact information, see page 11.
In Vietnam: a.o. business field
• Tan Thuan IPC (HCMC) Industrial development
• HCMC University of Technology Master of BA program
• RMIT (HCMC campus) Bach. Commun. program
• Royal Business School (public courses) Courses & seminars
• Vietnam Airlines (RBS; ISM) International airline
• Vietnam Singapore I.P. (SPECTRA) Industrial park
• Petronas Vung Tau (SPECTRA) Chemical factory
• Nike (Tae Kwang Vina) (SPECTRA) Shoe factory
• Le & Associates Training & consultancy
• NutriWay Vietnam Animal food
• Training House Vietnam (Sacombank) Training & consultancy
• Ministry of Labour, I. & S.A. (RBS) Civil Servants
• SONY Vietnam (RBS) Consumer electronics
• CapitaLand Vietnam Real estate
• PACE Education (public courses) Seminars & courses
• Dalat Hasfarm (Agrivina) Pot plants, cut flowers
• Hoanggia Media Group Key to Success TV Show• Fresh Green Earth Hi-tech agriculture
• Unique Design Interior Design
• ERC Institute Vietnam Management education
• Institute for Finance & Management Training courses
• Schoeller Bleckmann Vietnam Oilfield Equipment
• De Heus Vietnam Animal food
• Centre for Tropical Medicine Clinical research
In The Netherlands, a.o.
• ING Bank Financial services
• Philips Electronics
• Heineken Brewery• Yamaha Musical instruments
• Voerman International International relocations
• Damen Shipyards Ship repair wharfs
MINI CATALOG
Overview of Prof. Loek’s services
WORKSHOPS
A workshop is a 2-4 day group
activity with a defined purpose,
where theory, practical exercise
and exchange of experiences are the
main ingredients. Areas: HRM, PR,
Communication, and Management.
• Team Engineering
• Interpersonal Communication
• Commercial Communication
• Public Relations
• Presentation Skills• Organizational Design
• Cross-cultural Communication
• Time Management / Efficiency
• Recruitment Skills
CONSULTING
Consulting is any specified expert
activity to help solve a defined
problem. This can take the form of
coaching, but also, conducting a
research. By definition, it is tailor
made. Areas: HRM, Strategy, PR.
• Personal Coach
• Business Coach
• Moderator
• Mediation
• Executive Selection
• In- & External Surveys (360°
Feedback)
SEMINARS
A seminar is a 3-4 hour interactive
transference of core know-how,
including practical assignments.
• People Management
•
Emotions in the Workplace• Strategic Thinking
• Business Ethics
• The Allround Manager™
• The Allround Communicator™
• The Soft Skills Program
Investments (ex. 10% VAT / 25% PIT)
Workshops: US$ 1,200 per team/day.
Consulting / Coaching: US$ 90—125 per
hour.
Seminars: US$ 550 – 850 per seminar
(except the ‘Allround’ programs).
Lecture: US$ 250 per lecture.
Train the Trainer: US$ 1,200 per day.
Prices may change due to inflation.
Contact me for longterm agreements:
The Dutch Vietnam Management Supporter
List of Hopstaken Clients & Associates
Standing Offer
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The DVM Supporter is published by Loek Hopstaken.
Email: [email protected] or
Mobile: 090 888 9450
Assistant: Ms. Vo Ngoc Lien Huong
Email: [email protected]
Mobile: 090 888 9451
Website: www.hopstaken.com
Loek Hopstaken’s company in The Netherlands:
Hopstaken Bedrijfsadvies Gouden Leeuw 628
1103 KN Amsterdam ZO. Website: www.hopstaken.com
Who is Loek Hopstaken?
1951: born in Haarlem, The Netherlands
1971-1972: travels: Europe & Asia
1972-1975: Amsterdam City University
1976-1977: travels: North & South America
1977-1993: career in banking: NCB,
Postgiro, Postbank, NMB Postbank Group,
ING Group, ING Bank
1979-1982: Business Administr. studies
1983-1988: Project Manager
privatization process Postgiro to
Postbank (field: P&O / HRM)
1989: Project Manager formation NMB
Postbank Group & ING Group
1989-1993: PM PR; TQM
1991: founding Hopstaken Bedrijfsadvies
1991-present time: career in training and
consultancy, coaching & mediation
1993: left ING Bank
1996-2000: Dutch business club MC
2003-2008: combining training &consultancy with teaching at international
business schools (BBA—MBA)
2005 + 2007: Professor appointments
2007-2008: visits to Vietnam: lecturing,
consulting, surveying, delivering courses,
workshops & seminars at universities
November 2008: establishment in HCMC
2008-present time: delivering lectures,
seminars, coaching, workshops & training
courses, mediation; overseas business trips
2010: Examiner VTV1 Key to Success Show
2011: Chairman Advisory Board ERC Inst.http://www.linkedin.com/in/loekhopstaken
Full CV: mail [email protected]
11
The Dutch Vietnam Management
Supporter
5th year, no. 4
“Some say the
world needs
specialists. I
say, it needs
generalists with
an overview.
“According to studies, we all work
for the same thing—and it’s not
just money. It’s meaning. Through
our work, we seek a sense of pur-
pose, contribution, connection,
value, and hope. When we achieve
meaning through our work, we
succeed beyond our wildestdreams.”
Dave Ulrich (The Why of Work)
Dave Ulrich will
speak in HCMC
September 29.
Contact PACE for
more information.
See also p. 2.