Enhancing information technology application and digital transformation in trade promotion in vietnam

MINISTRY OF EDUCATION AND TRAINING FOREIGN TRADE UNIVERSITY -o0o MASTER THESIS ENHANCING INFORMATION TECHNOLOGY APPLICATION AND DIGITAL TRANSFORMATION IN TRADE PROMOTION IN VIETNAM FULL NAME: TA QUOC ANH MAJOR: INTERNATIONAL ECONOMICS Ha Noi - 2023 MINISTRY OF EDUCATION AND TRAINING FOREIGN TRADE UNIVERSITY -o0o MASTER THESIS ENHANCING INFORMATION TECHNOLOGY APPLICATION AND DIGITAL TRANSFORMATION IN TRADE PROMOTION IN VIETNAM Major: International Economics Specialization: Master of Research in International Economics Code: 821116 Full name: Ta Quoc Anh Supervisor: Assoc Prof, Dr Hoang Xuan Binh Ha Noi - 2023 i STATEMENT OF ORIGINAL AUTHORSHIP I hereby confirm my direct involvement in the creation of this thesis under the mentorship and oversight of Associate Professor Dr Hoang Xuan Binh I validate that the content within this thesis are accurate and adhere to the principles of research ethics The data and illustrations included in this work have been derived from the scrutiny, interpretation, and assessment of diverse sources, each of which has been suitably acknowledged in the reference list In addition, I have duly recognized and referenced any external opinions, assessments, or data procured from other authors and entities The author assumes full accountability for any deceitful actions that may be identified within the thesis Ha Noi, Author (signature and full name) ii ACKNOWLEDGEMENTS I would like to express my profound gratitude to Associate Professor Dr Hoang Xuan Binh for his remarkable patience and insightful feedback on my thesis My journey would have been unattainable without the steadfast support and expertise of my defense committee I owe a significant debt of gratitude to the Faculty of Graduate Studies at Foreign Trade University for their generous backing, which has materialized this endeavor I am inclined to acknowledge my classmates and friends for their support in editing, late-night feedback discussions, and unwavering moral reinforcement Additionally, I am appreciative of the university's librarians, research assistants, and study participants, whose influence and inspiration have profoundly influenced my work Furthermore, I would like to express my utmost appreciation to my parents, whose unwavering support and continuous encouragement have been pivotal throughout my years of study and the process of researching and composing this thesis Without their presence, this accomplishment would have remained beyond reach Thank you iii TABLE OF CONTENTS STATEMENT OF ORIGINAL AUTHORSHIP i ACKNOWLEDGEMENTS ii SUMMARY OF THESIS RESEARCH RESULTS .vii INTRODUCTION CHAPTER 1: THEORETICAL BASIS ON INFORMATION TECHNOLOGY APPLICATION AND DIGITAL TRANSFORMATION IN TRADE PROMOTION 12 1.1 Some related concepts 12 1.1.1 Concept of trade promotion 12 1.1.2 Concept of information technology application .14 1.1.3 Concept of digital transformation 15 1.1.4 Concept of Information technology application and digital transformation in trade promotion 17 1.2 Trade Promotion Activities 18 1.2.1 Trade Promotion Activities at the Government Level 18 1.2.2 Trade Promotion Activities at trade promotion organizations level .19 1.3 Criteria for evaluating the level of enhancing digital transformation and IT application in trade promotion activities 20 1.3.1 Criteria for evaluating mechanisms, policies, and state orientations 20 1.3.2 Criterias for evaluating awareness and capabilities in digital transformation and IT application of trade promotion organizations and bussinesses 21 1.4 Factors influencing IT application and digital transformation in trade promotion activities 25 1.4.1 Direction and Policy of the Government 25 1.4.2 Awareness and Capacity from Trade Promotion Organizations and Businesses 26 1.4.3 Technological Development 27 1.5 International experiences from some countries in Information Application and Digital Transformation 27 iv 1.5.1 Japan 27 1.5.2 Korea 29 1.5.3 Thailand 31 1.5.4 International lessons learned for Viet Nam 33 CHAPTER 2: CURRENT SITUATION OF INFORMATION TECHNOLOGY APPLICATION AND DIGITAL TRANSFORMATION IN TRADE PROMOTION IN VIETNAM 36 2.1 Overview of information technology application and digital transformation in trade promotion 36 2.1.1 Mechanisms and Policies .36 2.1.2 Technology Platforms 37 2.1.3 Digital trade promotion ecosystem 40 2.2 Analysis of the current situation of information technology application and digital transformation in trade promotion in vietnam 43 2.2.1 In Govermental trade promotion organizations 43 2.2.2 In Business support organisations (BSOs) .49 2.2.3 In Businesses 53 2.3 Assessment of information technology application and digital transformation in trade promotion in vietnam 64 2.3.1 Achievements 64 2.3.2 Limitations and causes 67 CHAPTER 3: ORIENTATIONS AND SOLUTIONS TO ENHANCE INFORMATION TECHNOLOGY APPLICATION AND DIGITAL TRANSFORMATION IN TRADE PROMOTION IN VIETNAM 78 3.1 Orientations to enhance information technology application and digital transformation in trade promotion in Viet Nam 78 3.2 Development goals for the period of 2023-2025 and the direction for the year 2030 78 3.2.1 General Objective for the period of 2023-2025 and the direction for the year 2030 78 v 3.2.2 Specific Objectives for the period of 2023-2025 and the direction for the year 2030 79 3.3 Some solutions to enhance information technology application and digital transformation in trade promotion in vietnam 80 3.3.1 Developing the Digital Trade Promotion Ecosystem .80 3.3.2 Enhancing Awareness and Capacity 83 3.3.3 Improving Mechanisms and Policies .83 3.3.4 Other Solutions .84 CONCLUSION 85 LIST OF REFERENCES 87 vi LIST OF FIGURES Figure Applying technology platforms/social networks to trade promotion activities, supporting trade promtion for businesses in the local area 51 Figure Level of Data Sharing and Connectivity for Trade Promotion 52 Figure Business Expectations in Digital Technology Application by Scale (%) 56 Figure Investment Structure in IT Infrastructure of Businesses 57 Figure Commonly Used Software by Businesses 58 Figure Investment Levels in Various Digital Marketing Channels 60 Figure Number of Websites Verified by the Ministry of Industry and Trade, 2017-2022 60 Figure Reported Issues on the E-commerce Activity Management Portal in 2022 63 Figure Prioritized needs to enhance IT application 75 Figure 10 Challenges for Digital Transformation in Businesses and Organizations 76 LIST OF TABLES Table Evaluation of the importance and practicality level of IT application and digital transformation among surveyed Cooperatives 55 vii SUMMARY OF THESIS RESEARCH RESULTS Within the context of the fourth industrial revolution, marked by significant technological advancements, and influenced by global occurrences like the Covid-19 pandemic, various commercial undertakings, interpersonal connections, and governmental services are progressively transitioning into the realm of digital platforms The process of digital transformation and the integration of information technology into trade promotion endeavors have evolved from being pioneering efforts to becoming indispensable and pressing responsibilities for pertinent agencies and organizations The primary objective of the author is to meticulously examine and evaluate the existing landscape of information technology application and digital transformation concerning trade promotion within the context of Vietnam Through a thorough analysis, the research endeavors to propose strategic directions and viable remedies aimed at fostering the implementation of information technology and facilitating digital transformation in the sphere of trade promotion These proposed strategies encompass both short-term and long-term perspectives INTRODUCTION Rationale The fourth industrial revolution (industry 4.0) has brought achievements in various fields, particularly in technology, innovation, and fostering growth model transformations In this context, the application of information technology and digital transformation is becoming an essential trend in all aspects of life, economy, and society Developing countries are not necessarily lagging behind in the process of accessing and applying the industry 4.0 revolution Due to unprecedented speed and scale of development, industry 4.0 can interact with the process of international economic integration and domestic policy-making During the period from 2021 to 2030, the global economy and the Asia-Pacific region are projected to undergo significant and more uncertain fluctuations Despite the deceleration, overall international economic integration and trade liberalization continue to be dominant trends worldwide Some "like-minded" countries are increasing their collaboration to support the recovery and reform of the multilateral trading system, particularly the World Trade Organization (WTO) Many countries are also transitioning their growth models by effectively leveraging economic integration to achieve higher quality growth, increased labor productivity, and competitive capacity through greater contributions from science and technology Throughout this process, the application of digital technology in various stages of the value chain continues to gain popularity, such as the implementation of blockchain in logistics, product traceability, and paperless trade models In the field of trade promotion (TP), many countries and territories have been and are accelerating the adoption of information technology and digital transformation Among them are several countries and territories geographically close to Vietnam and with similar cultural characteristics, such as Japan, South Korea, Hong Kong, Taiwan, Thailand, etc Leading technology countries worldwide have also been at the forefront of IT application and digital transformation in trade promotion The content and methods of IT application and digital transformation in trade promotion are constantly changing and becoming more diverse, extending 75 Index (GTCI) 2022, despite maintaining the 42nd position in the Global Innovation Index (GII) for two consecutive years Figure Prioritized needs to enhance IT application Enhancing awareness 24% Constructing and refining policies and mechanisms 48% Enhancing personnel capabilities 62% Developing a support system for the process, implementation, management of commercial promotion activities, and collecting customer data 77% Developing a shared platform system and applications for enhancing Vietnam's trade promotion and connectivity efforts 84% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: VIETRADE (August 2022) Even within the IT businesses, recognizing and forecasting challenges is an essential aspect that requires increased awareness and capability According to the latest survey conducted by VINASA, as shown in Figure 9, even the leading technology companies heavily rely on leadership (accounting for 32% of survey responses) and adopting a transformation approach that aligns with their organizational characteristics (accounting for 27% of survey responses) for successful transitions 76 Figure 10 Challenges for Digital Transformation in Businesses and Organizations Information Security and Safety; 14% How can everyone in the organization be made to comply?; 7% Determination of Organizational Leadership; 32% Consulting and Implementation Partners; 11% Which organizational activity to begin with?; 9% Which digital transformation approach is suitable for your organization?; 27% Source: Business Survey by VINASA (Vietnam Software and IT Services Association), 2022 Based on the synthesis of the aforementioned analyses, the priority challenges that need to be addressed include: digital mindset and culture, budget and leadership commitment, information on operations and customers, digital skills and talent, and specifically, the necessary technology, platforms, and appropriate methods to support the transformation process From a national perspective, strategies and policies should encompass policy planning, systematic institutional development, providing the most essential foundation and capacity for continuous and regular transformation, identifying priority support targets to generate motivation for transformation, empowering and fostering proactiveness, and bridging the gap between localities The main reasons for these limitations and challenges include: (1) Limited and incomplete awareness of the role and importance of IT applications and digital transformation in trade promotion activities; (2) Weak capacity to apply IT and implement digital transformation in trade promotion activities; (3) Policy mechanisms regarding IT applications and digital transformation in trade promotion activities still have limitations and have not kept pace with the changing realities of life; (4) The overall digital infrastructure and specifically the digital platform for trade 77 promotion activities are still in their early stages, with limitations in quantity and weaknesses in quality There is a lack of shared platforms or supporting processes and systems for transformation There is also a lack of interconnected databases (businesses, industries, products, markets) between trade promotion agencies, organizations, and businesses/cooperatives 78 CHAPTER 3: ORIENTATIONS AND SOLUTIONS TO ENHANCE INFORMATION TECHNOLOGY APPLICATION AND DIGITAL TRANSFORMATION IN TRADE PROMOTION IN VIETNAM 3.1 Orientations to enhance information technology application and digital transformation in trade promotion in Viet Nam Building and developing a digital trade promotion ecosystem, with businesses at the center of service provision and benefiting from market access, is the measure of evaluating the success of applying information technology and digital transformation in trade promotion activities Promoting the application of information technology and digital transformation in trade promotion activities primarily involves strongly shifting the mindset of leaders in organizations, businesses, cooperatives, and individual traders, as well as the active involvement and resolute direction of management authorities Data is a core resource for building and developing the digital trade promotion ecosystem It is essential to organize, manage, and exploit trade promotion data in a synchronized and comprehensive manner Ensuring the information security of business operations when sharing data within the digital trade promotion ecosystem is considered crucial for the success of digital transformation in trade promotion activities Developing digital platforms and applications to support data exploitation and market connectivity, based on the achievements of the Fourth Industrial Revolution, should be implemented with a focus on priority areas Immediate deployment of effective models already utilized in foreign markets, which are suitable for Vietnam's conditions, should be given emphasis and priority 3.2 Development goals for the period of 2023-2025 and the direction for the year 2030 3.2.1 General Objective for the period of 2023-2025 and the direction for the year 2030 Promote the application of information technology and digital transformation in trade promotion activities to enhance the quality and efficiency of operations in government trade promotion agencies, trade promotion support organizations, 79 enterprises, cooperatives, and individual businesses This aims to establish and develop a digital trade promotion ecosystem, improve awareness and capacity in the application of information technology and digital transformation in trade promotion activities, and contribute to the restructuring of the industry 3.2.2 Specific Objectives for the period of 2023-2025 and the direction for the year 2030 a By 2025: - Establish and develop the digital trade promotion ecosystem - Provide accounts on the digital trade promotion ecosystem for 100% of trade promotion organizations and over 200,000 enterprises, with 50% of them engaging in transactions and information sharing - Form and connect specialized databases for trade promotion and 10 key export sectors, linking them with databases of 10 priority export markets - Implement 50% of internal directive, operational, and administrative activities of government trade promotion agencies on digital platforms - Organize 25% of market connection services on a connected platform, supporting 100,000 businesses - Conduct 25% of trade fairs and exhibitions on digital platforms - Provide training, guidance, and support on the application of information technology and digital transformation in trade promotion activities and ensure information security for 100% of trade promotion organizations and over 100,000 enterprises, cooperatives, and individual businesses - Enable the usage, exploitation, and operation of shared platforms and data sharing by trade promotion organizations and over 100,000 enterprises, cooperatives, and individual businesses in the trade promotion system - Integrate 100% of eligible administrative procedures in the field of trade promotion into online public services at Level and 4, integrated into the National Public Service Portal, with 90% of businesses satisfied with the results of administrative procedure resolution on the electronic platform 80 b By 2030: - Complete the digital trade promotion ecosystem - Provide regular accounts for 75% of trade promotion organizations and enterprises to actively search, provide, and share information on the digital trade promotion ecosystem - Conduct 50% of business market search and connection activities on the digital trade promotion ecosystem, supporting 1,000,000 businesses - Enhance and expand the specialized databases for trade promotion and 20 key export sectors, enabling connectivity, interoperability, and data sharing with databases of 20 priority export markets - Implement 90% of internal directive, operational, and administrative activities of government trade promotion agencies on digital platforms - Organize 60% of trade fairs and exhibitions on digital platforms - Provide training, guidance, and support on the application of information technology and digital transformation, technology, and digital platforms, as well as ensuring information security for 100% of trade promotion organizations and over 1,000,000 enterprises, cooperatives, and individual businesses - Enable the usage, exploitation, and operation of shared platforms and data sharing by trade promotion organizations and over 500,000 enterprises, cooperatives, and individual businesses in the trade promotion system 3.3 Some solutions to enhance information technology application and digital transformation in trade promotion in vietnam 3.3.1 Developing the Digital Trade Promotion Ecosystem a) Designing an overall architecture that is consistent with the Vietnamese Government's e-Government Framework, meeting the prescribed standards, technological norms, and technical regulations b) Ensuring comprehensive functions of reporting, statistics, analysis, forecasting, and visualizing data in the form of charts c) Ensuring smooth operation, upgradability, scalability, connectivity, interoperability, and data sharing 81 d) Constructing, developing, and controlled testing (sandbox) of prototype models for the application of information technology and digital transformation in trade promotion activities, replicating successful models e) Building, developing, and integrating the following platforms: - A trade promotion management database, including domestic and international trade promotion networks, trade promotion enterprises, industries, markets, and other databases serving trade promotion activities - Establishing digital platforms for business connections, supporting information search, and business opportunities both domestically and internationally - Enhancing the effectiveness of fairs and exhibitions, providing opportunities for businesses to showcase products, search for information, and find business partners in the digital environment - Integrated online training (E-learning) with knowledge repositories, digital libraries, information retrieval support, and capacity building for trade promotion - Other specialized platforms serving trade promotion activities Fundamental components of the digital trade promotion ecosystem This Thesis aims to construct and propose a group of key tasks and solutions, primarily focusing on the comprehensive development of applications and digital platforms that synchronize and meet the needs of trade promotion support for enterprises, cooperatives, individual businesses, and enhance the quality and efficiency of activities carried out by government trade promotion agencies and trade promotion support organizations Some directions for building a shared database and testing the development of a common platform include researching practical approaches that have been successfully demonstrated in certain countries and territories, including: - Trade Promotion Management Database System: This system tightly integrates all partner management and operational deployment processes, including interactions with foreign offices The information obtained from the system is used to collect feedback on partner satisfaction and continuous improvement of provided services As a result, operational staff can closely monitor the system, while 82 management and leaders can assess the effectiveness of personnel and the trade promotion system This is a successful experience of the Foreign Trade Promotion Organization (PROCOMER), the government trade promotion agency of Costa Rica Consequently, PROCOMER has consistently been ranked among the top positions by the International Trade Center among over 60 global trade promotion agencies participating in the annual ranking from 2015 until now - The market research platform, which helps find customers, is based on big data and utilizes digital tools to assist small and medium-sized enterprises in searching for potential customers, conducting market research, analyzing demands, as well as developing, calculating, and advising on pricing strategies AI can be leveraged to develop "consulting" tools for businesses regarding potential markets, increasing demand segments, and automatically generating and introducing lists of potential customers/buyers This experience and approach have been implemented by KOTRA, the Korea Trade-Investment Promotion Agency, since June 2019 KOTRA is continuing to enhance this platform in 2021 and aims to transition 30% of total services for businesses to the digital environment within the next three years - The trade connectivity platform with AI technology and big data to store and synchronize commercial information on a data infrastructure The Hong Kong Trade Development Council (HKTDC) has achieved significant success with the HKDTC Sourcing platform, which currently operates with a database of over million buyers and 130,000 reputable suppliers, facilitating over 24 million transactions annually through the integrated Click2match platform HKTDC initiated this platform in 2000 and from 2019 to the end of 2020, they collaborated with IBM to upgrade and optimize operational efficiency, leveraging technology to seize every opportunity The platform has employed cloud computing, artificial intelligence, machine learning, and enhanced user experience design - The digital exhibition and trade fair platforms in Hong Kong and Thailand have served as effective tools for countries to respond promptly to the COVID-19 pandemic Numerous European trade promotion agencies, especially European exhibition centers, have developed and begun utilizing these platforms in 2020 and 83 2021 The ongoing trend of developing combined physical and online digital exhibition and trade fair platforms is set to be a prominent and essential direction in trade promotion activities in the near future - Global B2B electronic platforms facilitate the connection of businesses in an online environment There are several successful examples, such as HKTDC Sourcing, which offers access to million products from Hong Kong, www.buyKOREA.org from South Korea, featuring over 200,000 high-quality Korean products, B2B Thaitrade.com from Thailand, and TaiwanTrade.com from Taiwan, all of which have independently developed platforms to assist 81.6% of small and medium-sized enterprises in optimizing their efficiency and investment performance, eliminating the need for individual website development and utilization 3.3.2 Enhancing Awareness and Capacity a) Promoting awareness of the importance of strengthening the application of information technology and digital transformation in trade promotion activities; disseminating regulations, mechanisms, and policies related to such applications b) Establishing and developing a network of advisors to support the promotion of digital trade and digital transformation in trade promotion activities c) Organizing training activities, providing guidance on the application of information technology and digital transformation in trade promotion activities; conducting training courses, drills, and information security incident response exercises 3.3.3 Improving Mechanisms and Policies a) Reviewing, proposing amendments, and supplements to legal regulations that promote the application of information technology and digital transformation in trade promotion activities b) Issuing implementation plans for each phase and annually c) Establishing evaluation criteria for the level of application of information technology and digital transformation in trade promotion activities 84 3.3.4 Other Solutions a) Strengthening domestic and international cooperation in promoting the application of information technology and digital transformation in trade promotion activities b) Reviewing and simplifying administrative regulations and procedures in the field of trade promotion to implement online public services at level and 85 CONCLUSION In the context of the 4.0 technological revolution along with the impact of global events such as the Covid-19 pandemic, commercial activities, connections, and government services are gradually shifting to the digital environment Digital transformation and the application of information technology in trade promotion activities are no longer pioneering but essential and urgent tasks for relevant agencies and organizations Applying the features of digital transformation and information technology helps improve efficiency, save time, and significantly reduce costs in trade promotion activities Currently, thanks to the attention and proactive initiatives from the government, particularly the Ministry of Industry and Trade, the application of information technology and digital transformation in trade promotion work in Vietnam has achieved some positive results These include raising awareness among all levels, sectors, and the business community about the importance of building, developing, and protecting brands and the national image Trade promotion agencies under the government, especially the Trade Promotion Agency (Ministry of Industry and Trade), have proactively accessed digital platforms, provided guidance to localities and the business community, thereby contributing to the foundation for promoting digital economic development in Vietnam Conferences, workshops, domestic consumption, and export connectivity have been facilitated through websites, information portals, electronic newspapers, and smart mobile applications Furthermore, in this thesis, the author has identified some limitations in the deployment of information technology and digital transformation in Vietnam, such as the initial implementation primarily at the central level trade promotion agencies, a few local trade promotion agencies, support organizations, and very few businesses The capacity to apply information technology and digital transformation in government trade promotion agencies is still limited, and the development of platforms to serve the application of information technology and digital 86 transformation in trade promotion is not yet fully realized The resources for applying information technology have not met practical needs Based on the analysis, the author has proposed orientations and solutions to promote the application of information technology and digital transformation in trade promotion, both in the short and long term 87 LIST OF REFERENCES I List of references in Vietnamese “Hướng dẫn chuyển đổi số cho doanh nghiệp Việt Nam”, Bộ Kế hoạch Đầu Tư – chương trình hỗ trợ doanh nghiệp chuyển đổi số giai đoạn 2021 – 2025 Bộ Kế hoạch Đầu Tư (n.d.) Hướng dẫn chuyển đổi số cho doanh nghiệp Việt Nam chương trình hỗ trợ doanh nghiệp chuyển đổi số giai đoạn 2021 –2025 Chiến , H M (2020) Nghiên cứu đề xuất giải pháp xúc tiến xuất hàng hóa sang EU điều kiện thực thi EVFTA Cục Xúc tiến thương mại Chuyển đổi số gì? u cầu doanh nghiệp cần có để Digital Transformation, địa chỉ: https://a1digihub.com/chuyen-doi-so-la-gi/ Cổng thông tin điện tử thành phố Đà nẵng, báo “Chuyển đổi số quan trọng thời đại ngày nay?”https://danang.gov.vn/chinhquyen/chi- tiet?id=2391&_c=100000174 Hương, Đ T (2009) Hoàn thiện hoạt động xúc tiến nhằm thúc đẩy xuất doanh nghiệp Việt Nam vào thị trường EU Đại học Kinh tế Quốc dân Ngân, N T (2021) Một số vấn đề cịn tồn q trình chuyển đổi số Việt Nam Tạp chí Khoa học Trường Đại học Mở Hà Nội Nhi, N T., Phương, N T., Quỳnh, N T., Thanh, T T., & Công, P T (2023) Tác động chuyển đổi số tới hiệu kinh doanh doanh nghiệp Việt Nam bối cảnh Đại học Thương mại Phương , T T., & Bình, L D (2021) Kinh tế số chuyển đổi số Việt Nam 10 Tạp chí Ngân hàng, Chuyển đổi số: Bối cảnh thách thức, địa chỉ: https://tapchinganhang.gov.vn/chuyen-doi-so-boi-canh-va-thach-thuc.htm 11 Thế Lâm (18/4/2021) “Chuyển đổi số trở thành “con đường sống” doanh nghiệp Việt Nam?” https://laodong.vn/kinh- te/chuyen-doi-so-da-tro-thanh-conduong- song-tai-cac-doanh-nghiep-viet-nam-899837 12 Thường, N V., Thành, Đ V., & Hương, Đ T (2005) Hoàn thiện hoạt động xúc tiến nhằm thúc đẩy xuất doanh nghiệp Việt Nam vào thị trường EU Đại học kinh tế quốc dân 88 13 Thuy, N T (2020) Nâng cao hiệu hội chợ, triển lãm thương mại hoạt động xuất hàng hóa Việt Nam Retrieved from Tạp chí Cơng Thương: https://tapchicongthuong.vn/bai-viet/nang-cao-hieu-qua-cua-hoi-cho- trien-lam-thuong-mai-trong-hoat-dong-xuat-khau-hang-hoa-cua-viet-nam71425.html 14 Vân, N T (2018) Nâng cao hiệu xúc tiến thương mại quốc gia tình hình Retrieved from Tạp chí Tài chính: https://tapchitaichinh.vn/nang-caohieu-qua-xuc-tien-thuong-mai-quoc-gia-trong-tinh-hinh-moi.html II List of references in English “What is digital transformation? Definition, Examples, Main Areas” www Bennis, W (2013), Leadership in a digital world: embracing transparency and adaptive capacity, MIS Q 37, 635-636 Berman, S.J (2012), Digital transformation: opportunities to create new business models, Strategy Leadersh, 40, 16-24 Bharadwaj, A., El Sawy, O A., Pavlou, P A., & Venkatraman, N V (2013) Digital business strategy: toward a next generation of insights MIS quarterly, 471-482 Bill, S (2017) What is Digital Transformation? Retrieved from : www.cio.com Clara, B (2013) Successful trade promotion: lessons from emerging economies Dremel, C., Wulf, J., Herterich, M M., Waizmann, J C., & Brenner, W (2017) How AUDI AG established big data analytics in its digital transformation MIS Quarterly Executive, 16(2) Ellen, E., & Ed , P (2017) Improve Consumer Goods Trade Promotion Effectiveness With Retail Intelligence Retrieved from Gartner: https://www.gartner.com/en/documents/3605718 Jane McConnell (28 August 2015) “The Company Cultures That Help (or Hinder) Digital Transformation” Harvard Business Review Retrieved 2017-0112 10 Kohli, R., & Melville, N P (2019) Digital innovation: A review and synthesis Information Systems Journal, 29(1), 200-223 89 11 Lye Ching Lam (12 July 2021) “Singapore small and medium businesses struggle in digital transformation”.https://www.cio com/article/3624692/singapore- small-and- medium-businesses-struggle-in-digital- transformation.html 12 Mazzei, M J., & Noble, D (2017) Big data dreams: A framework for corporate strategy Business Horizons, 60(3), 405-414 13 Oliveira, T., & Martins, M F (2011) Literature review of information technology adoption models at firm level Electronic journal of information systems evaluation, 14(1) 14 Schmarzo, Bill (31 May 2017) “What is Digital Transformation?”www.cio.com Retrieved July 2021 15 Vial, G (2019) Understanding digital transformation: A review and a research agenda The Journal of Strategic Information Systems