On the afternoon of August 9, 2024, at the National Economics University, the E-PhD Program organized a seminar with the theme "The co-evolution of EMNEs and market actors' institutional works in emerging economies: The case of Korean Music Agencies in Vietnam."
The seminar welcomed Dr. Arthur NGUYEN from the University of Rouen Normandy as the invited guest speaker. From the E-PhD Program's academic committee, Associate Professor Dr. Le Quang Canh and Associate Professor Dr. Bach Ngoc Thang from the Institute for Sustainable Development were present, along with faculty members and doctoral students from both the English and Vietnamese programs, as well as interested delegates who attended the event.
Opening the seminar, Associate Professor Dr. Bach Ngoc Thang welcomed and thanked the invited guest, faculty members, doctoral students currently enrolled in the PhD program, and all interested attendees who participated in the seminar. He then introduced the speaker, Dr. Arthur NGUYEN, who is a Professor in Management Sciences at the University of Rouen Normandy, Manager of IAE Rouen Normandie University School, and a researcher at the NIMEC research center. His main research interests encompass the cultural and political aspects of consumption in emerging markets, cross-border market co-creation, globalization, and nation branding. His work, based on qualitative approaches, has appeared in the Journal of Business Research, Recherche et Application en Marketing, and Management International/International Management.
During the seminar, the speaker introduced his research: Studies on the co-evolutionary strategies of Emerging Market Multinational Enterprises (EMNEs) in emerging economies often silence the development of EMNEs' symbolic capabilities during their institutional work to shape local markets. The speaker's research fills this gap by investigating how the institutional work of Korean Music Agencies (KMAs) co-evolves with the institutional work of Vietnamese market actors in shaping the K-pop music genre. Through a longitudinal single case study rich with archival data and interviews, the author identifies cultural bricolage and cultural techniques as two aspects of symbolic capabilities that KMAs develop during their institutional work. The more specialized the K-pop music genre becomes, the more KMAs' symbolic capabilities develop from cultural bricolage to cultural techniques.
Concluding the seminar, on behalf of the E-PhD Program, Associate Professor Dr. Bach Ngoc Thang expressed gratitude to the speaker for taking the time to engage in discussion and share valuable research experience. The seminar provided substantial knowledge and insights for the doctoral students and interested participants.
This scientific seminar represents a regular activity within the series of seminars that are part of the E-PhD Program at the National Economics University over recent years. The objective of this seminar series is to serve doctoral students, young researchers, and faculty members interested in research fields including economics, business, management, and other interdisciplinary areas within the social sciences. This seminar series provides a platform for faculty and researchers to exchange ideas, connect, and collaborate on research endeavors.
Selected images from the seminar:
Article and Photos: Institute for Sustainable Development
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