International Conference on Business Theories and Practices (iCOB 2024)

29 Nov, 2024

The Annual International Conference on Business Theories and Practices (iCOB 2024) was held on November 21-22, 2024, hosted by UEH College of Business. This conference aimed to provide a forum for scholars and professionals across business fields to share cutting-edge research, exchange interdisciplinary ideas, and create opportunities for collaboration between researchers, experts, and enterprises to facilitate the transfer of research projects.

As part of UEH's restructuring strategy, the university has established three member colleges, each with distinct missions and visions. This approach allows each college to focus on its strengths while maximizing its potential. Through collaboration and knowledge sharing, these member colleges aim to foster an academic environment that promotes innovation and sustainable development.

In an era where knowledge and creativity play a crucial role, iCOB 2024 reflects UEH College of Business’s commitment to contributing to the global knowledge base while addressing societal and business challenges. The conference served as a platform for experts and researchers to share innovative solutions, best practices, and novel research, enhancing UEH’s global academic reputation and fostering sustainable development.

The event attracted over 180 research papers from scholars representing universities and research institutes from Vietnam and abroad, including countries such as Australia, Japan, Taiwan, Indonesia, Malaysia, Switzerland, and Poland,...

The conference featured presentations by three keynote speakers:

• Assoc. Prof. Dr. Liem Viet Ngo, Associate Professor in Marketing, UNSW Business School, University of New South Wales, Sydney, Australia, delivered a presentation titled "Nature is our only shareholder: From Sustainability to Susthenticity".

Assoc. Prof. Dr. Liem Viet Ngo discussed how sustainability faces challenges in balancing ecological responsibility with economic growth, often creating a paradox between sustainable development goals and profitability. This tension raises questions about prioritizing long-term viability over short-term gains. Additionally, the speaker analyzed these issues and proposed a new model that links ethical commitments with business strategies and consumer expectations.

• Assoc. Prof. Dr. Samuel Adomako, Associate Professor in Strategy, Birmingham Business School, University of Birmingham, UK, presented on "Research Impact! Addressing the Challenges and Opportunities in Bridging the Gap Between Research and Practice". Assoc. Prof. Dr. Samuel Adomako emphasized:

+ Transforming academic research into practical solutions.

+ Promoting collaboration between researchers and practitioners.

+ Overcoming barriers to research implementation.

• Prof. Dr. Allan Cohen, a globally recognized expert on Global Leadership and a DBA from Harvard University, discussed "Leading Innovation Through Connection: The University’s Influence Without Authority". Prof. Allan explains the concept of chang and innovation in business as well as the organizational mechanisms facilitating innovation behavior. Moreover, the keynote speaker provides real-life experience of what to do and not to do in encouraging employees’ innovation, particularly the leadership advice to university leaders.

The conference featured 38 parallel sessions on topics such as CSR, Environment issues, ESG Integration and Sustainable development, Business Leadership and HRM in Business Perspectives, Metaverse consumption, Green and sustainable consumption, Sustainable Banking and Finance, Customer Experience (CX) Enhancement,…. These sessions were vibrant, interactive, and academically enriching.
In addition, 03 Industry Talk sessions bridged theory and practice, with scholars, experts, and industry leaders discussing current challenges and trends. Highlights include:

Industry talk 1 "HOW DO 4.0 TECHNOLOGIES INFLUENCE HUMAN RESOURCE MANAGEMENT", was moderated by Dr. Nguyen Kim Thao, Director of the Postgraduate program in International Business, School of International Business - Marketing, UEH College of Business. The discussion session brought together representatives from government organizations, businesses, and foreign direct investment (FDI) enterprises, including:

• Dr. Nguyen Ngoc Hoa – President, Ho Chi Minh City Union of Business Association (HUBA)
• Mr. Tran Kim Chung – Chairman, CT Group
• Mr. Nguyen Anh Duc – CEO, Saigon Co.op
• Ms. Truong Thi Tuong Uyen– Human Resources Director, Hirdaramani Vietnam – FGL
• Ms. Tran Le Que An – Human Resources Director for the Mekong Region, Maersk Vietnam

This session provided valuable insights into practical activities, current innovations, and future trends in human resource management (HRM). It served as a platform for participants to delve deeper into the evolving role of technology in HRM, exploring how advancements in digitization are reshaping HR practices, talent acquisition strategies, and employee engagement in today's competitive environment.

Industry talk 2 "SUSTAINABLE DEVELOPMENT AND CORPORATE RESPONSIBILITY IN FINANCE AND BANKING", moderated by Dr. Phan Chung Thủy, Vice Dean of School of Banking, UEH College of Business, featured representatives from prominent organizations, including:

• Mr. Trinh Trong Khanh, Director of Digital Risk Management and ESG Management, Bản Việt Bank
• Ms. Tran Thuy Dung, Senior ESG Specialist, Group Investment Management, VinaCapital
• Mr. Huynh Nhat Hung, FCCA, CPA (VN), Senior Manager of Financial Services – Banking, EY Vietnam

This discussion provided an opportunity for experts in these fields to share, exchange, and discuss ways to promote sustainable development trends within Vietnamese enterprises from the perspectives of finance, banking, and auditing. The speakers elaborated on the importance of sustainability in the financial and banking sectors, as well as the trends and challenges in sustainable development for businesses in Vietnam. The session clarified critical links within the business ecosystem and offered solutions to sustainable development challenges. With expert proposals, the conference aimed to inspire participants with effective strategies and collaborative approaches to support Vietnamese enterprises in achieving sustainability and enhancing their competitiveness in the global market.

Session 3 "POSITIONING VIETNAM BRAND ON THE GLOBAL GASTRONOMIC TOURISM LANDSCAPE", moderated by Dr. Tran Tam Anh from the Faculty of Tourism at UEH School of Business, brought together representatives from associations and businesses, including:

• Mr. Chu Hong Minh, President of Restaurant Association of Vietnam
• Mr. Truong Gia Khanh, Business Development Director, Vian Travel
• Mr. Olivier Garessus, Business Development Director, Aurora Travel & DMC

This discussion emphasized the importance of collaboration among key stakeholders, including the government, businesses, and local communities, in promoting Vietnamese cuisine as a cultural ambassador. Vietnamese cuisine, celebrated for its diversity, rich flavors, and sophistication, has steadily gained recognition on the global culinary map. Traditional dishes have become familiar and beloved in many countries. The speakers highlighted how cultural exchange, healthy dining trends, and a focus on fresh ingredients enhance Vietnamese cuisine's appeal to international visitors. However, they also underscored that for Vietnamese culinary branding to achieve a breakthrough, stronger efforts are needed. They proposed strategic directions, such as integrating culinary culture into national tourism campaigns and developing culinary tourism experiences, to elevate Vietnam's gastronomic reputation. The session concluded with lively and interactive Q&A segments, allowing participants to delve deeper into the discussed strategies and engage directly with the experts.

Additionally, the organizing committee incorporated two workshops into the conference, designed specifically for doctoral candidates, with presentations by keynote speakers Assoc. Prof. Dr. Liem Viet Ngo and Assoc. Prof. Dr. Samuel Adomako. These workshops garnered significant interest from COB/UEH doctoral candidates and authors. With keynote speakers’ expertise in research and international publications, the speakers focused on key topics in scientific research, from selecting research methods to writing and publishing in reputable academic journals. The speakers provided valuable insights, inspiration, and addressed many important questions, offering COB/UEH doctoral candidates the opportunity to enhance their research knowledge and skills.

Additionally, the Meet the Editor session, coordinated by Assoc. Prof. Dr. Tran Mai Dong, Director of the Postgraduate program in Marketing at UEH College of Business, offered significant value to the attendees. Assoc. Prof. Dr. Tran Mai Dong and the two keynote speakers shared insights on the manuscript review process, the factors editors prioritize, and strategies to increase the likelihood of acceptance in prestigious academic journals. Participants also had the opportunity to receive advice and get specific questions answered, which helped improve the quality of their research and enhance their chances of international publication.

At the closing ceremony of the conference, the organizing committee awarded prizes to the three best research papers, as follows:
• 24005 - Climate Vulnerability and Corporate Financial Leverage
Authors: Tuan Ho (University of Bristol, UK), Ly Tran, Hoai Ho and Nam Phung (UEH College of Business, Vietnam)

• 24107 - The Complexities of Choice Experiment to Elicit Sustainability of Palm Oil Plantation in Malaysia
Authors: Suziana Hassan, Raudha Md. Ramli, and Naziatul Aziah Mohd Radzi (National University of Malaysia, Malaysia)

• 24174 - Unveiling KOC Impact: Strengthening Brand Competitiveness Through Gen Z's Purchase Intentions
Authors: Charlotte Hofstetter, Teresa L. Freiburghaus, and Barbara Miller (University of Applied Sciences and Arts Northwestern Switzerland, Switzerland), and Ninh Do (UEH College of Business, Vietnam)

The iCOB 2024 International Conference has officially concluded, leaving behind several noteworthy highlights. This event served as an important opportunity for both scholars and business representatives to discuss and exchange ideas on emerging issues in the business field in a practical manner. The conference not only provided an intellectual forum but also facilitated the sharing of experiences, the exploration of new trends, and the collaborative search for innovative solutions to industry challenges.