Implementation of market intelligence process in a particular cultural context: The case of Vietnam

The recent scandal of the NSA (National Security Agency) in United States brings again to light the need of protecting its information. [1] Protect, is secure its data so they do not end up in the hands of malicious people. Also, the implementation of a competitive intelligence process may be essential in order to overcome or at least, reduce both, the risk of uncertainty and the risk of information leakage. In France, and more widely in the west, the concept of competitive intelligence is now democratized even if it is sometimes, difficult to define the contours. In some Asians countries and more particularly in Vietnam, these concepts are unknown and are therefore, not applied leaving decisions makers from today and tomorrow, in an almost absolute blur.