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Vietnamese author published by Forbes Books


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Vietnamese businesswoman Tran Uyen Phuong, Deputy CEO of Tan Hiep Phat (THP) group, a leading Vietnamese beverage company, is the first Vietnamese author to be published by US-based ForbesBooks. Her book, “Competing with Giants: How One Family-Owned Company Took on the Multinationals and Won,” was released at the end of August with an initial print-run of 20,000 copies. The book is available through ForbesBooks and on

Tran Uyen Phuong – Author of Competing With Giants

The Tan Hiep Phat Beverage Group is the largest privately owned soft drink provider in Vietnam, and produces over a billion liters a year. Phuong’s father, Tran Qui Thanh, aka Dr. Thanh, founded the company in 1994. The company operates in Vietnam and 16 other countries.

Tran Qui Thanh, aka Dr. Thanh

In 2015 the THP group walked from a $2.5 billion USD offer from Coca-Cola to invest in the company and rather than being a part of Coca-Cola’s global empire, THP decided to compete against the company. Few family companies ever walk away from such a large investor like Coca-Cola, and Harvard Business Review reach out to Tran Uyen Phuong and asked her to write a case-study about the THP / Coca-Cola deal.

Based upon the offer from Harvard, Phuong decided to write a book that would teach people exactly how they could do business better and compete with the giants in their own industries. It also sends an empowering message that the East and the West can learn from each other; that family-owned businesses are thriving; and that Asian women are making their mark.

ForbesBooks said of Phuong’s writing that: “Most importantly of all, it shows that small companies, which take advantage of their local knowledge and marry it with the best international standards, can hold their own and even outflank giant global corporation.”

The book has been well received by businessmen and investors who believe it will benefit global readers, particularly entrepreneurs and students of economic studies.
Justin Batt, a financial officer at ForbesBooks, said the firm decided to publish the book because it thinks a story of a small brand rising and effectively competing with foreign conglomerates will inspire many small companies in the US as well as other parts of the globe.

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



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