Phuong Tran

Deputy Chief Executive Officer

Phương Uyên Trần served as Deputy CEO of Tan Hiep Phat (THP) group, Vietnam’s leading beverage company. She is the author of the Forbes Books title Competing With Giants: How One Family-Owned Company Took on the Multinationals and Won.

In addition to running Number 1 Chu Lai Plant, Phương Uyên Trần is responsible for THP’s procurement, domestic and international marketing, public relations, and corporate social responsibility programs. She’s an executive of the Beverage Association of Vietnam and also sits on the executive committee of the Young Presidents’ Organization (YPO) Vietnam chapter.

About Phuong Tran

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.

Books by Phuong Tran

Competing With Giants

How One Family-Owned Company Took on the Multinationals and Won

Asia’s growing economic clout is starting to re-shape global business rules that have been molded by Western multinationals for many decades. The region’s rising star, Vietnam, is now flexing its economic muscles and Competing with Giants tells the story of its transformation from war ruin to dynamic nation through the…

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