We hope that everyone had relaxed and enjoyable celebrations with your family. On the behalf of HSRS steering committee, we wish you good health, wealth and luck for the forthcoming year of the Monkey!

You are cordially invited to the HSRS #112 this Thursday, 18 February 2016 at Room 501, 8 Nguyen Van Trang campus of Hoa Sen University.

In the first session (9:00-10:30), it is our great pleasure to welcome Ms. Tran Thanh Thu, a lecturer at Faculty of Corporate Finance, Academy of Finance Vietnam, to Hoa Sen Research Seminar. Ms. Thu is currently a PhD candidate at Kyushu University and specializes in behavior of partners in distribution channels of Japanese Wagyu beef in HCMC market. In this session, Ms. Thu will present the analysis of information processing in consumer behavior towards Japanese Wagyu beef.

Abstract:

Japanese Wagyu beef, one of the excellent examples of Japanese foods, is famous all over the world for its flavor, tenderness, and marbling. In strong efforts to bring Japanese Wagyu beef with its outstanding characteristics to external markets, Japan is now paying high attention on food exporting promotion in a wide range of markets. In ASEAN area, addition to traditional importing partners such as Thailand and Singapore, Vietnam, Philippine and Myanmar have become attractive destinations of Japanese exporters due to the significant increase in GDP per capita and strong movement of economic mechanism towards global integration in those countries. In order to penetrate into Vietnam market, it is necessary for Japanese Wagyu beef marketers to adapt marketing strategy to Vietnamese consumer behavior. The largest barrier that Japanese Wagyu beef has to overcome is the misunderstood information of Japanese beef and Kobe beef, which is ingrained into the subconscious of most of the partners in market especially the final consumers. This problem calls for the rational marketing communication by which the voice of brand enters into consumer cognitive process via the appropriate alternatives.

In the second session (from 10:30), Dr. Klimis Vogiatzoglou and Ms. Nhung Nguyen Thi Phuong from FEC, Hoa Sen University will present their study on “Integration and Economic Long-run Dynamics in ASEAN”.

Abstract:

The ongoing research examines empirically within a time-series modeling framework the experiences of ASEAN countries with regard to international integration, structural transformation, and economic growth. The analysis, which is conducted separately for each ASEAN member country during a long time period, focuses first on the trends in economic restructuring that countries have witnessed. In a second stage of the research these experiences are cross-examined with other economic dynamics. Furthermore, among those dynamics the existence of underlying causal relationships are investigated so as to provide an explanatory analysis and policy implications.