Phuong Tran

Deputy Chief Executive Officer

Phương Uyên Trần served as Deputy CEO of Tan Hiep Phat (THP) group, Vietnam’s leading beverage company. In addition to running Number 1 Chu Lai Plant, she is responsible for THP’s procurement, domestic and international marketing, public relations, and corporate social responsibility programs. Phương is an executive of the Beverage Association of Vietnam and also sits on the executive committee of the Young Presidents’ Organization (YPO) Vietnam chapter. After being asked by Harvard Business Review to write a case study on how her family owned business walked away from a $2.5 Billion offer from Coca – Cola, Tran decided to write a book to teach others exactly how to do it in their own business.


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Competing With Giants: How One Family-Owned Company Took on the Multinationals and Won

Publication Date: August 2018
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Articles By Phuong Tran

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