Cambridge Executive MBA students from the 2025 cohort at Cambridge Judge Business School recently returned from a week-long International Business Study Trip (IBST) to Ho Chi Minh City, Vietnam. The trip is a core part of the programme, designed to deepen understanding of globalisation, international strategy and cultural distance in an emerging market context. The trip combines lectures with company visits, field exercises, panels and cultural activities.
Over 7 days, the Executive MBA 2025 cohort looked at how firms operate and innovate in Vietnam’s dynamic and rapidly evolving business environment.
A week-long immersion in global strategy and culture
Over 5 days, the EMBA 2025 cohort combined lectures with panel discussions, an innovation forum and an immersive field exercise, engaging directly with local businesses, entrepreneurs and alumni. Academic sessions were led by Michael Kitson, Associate Professor in International Economics and Christopher Marquis, Sinyi Professor of Chinese Management. They explored varieties of capitalism, the international business environment and the role of institutions and culture in shaping firm strategy and performance across borders.
As Executive MBA 2025 participant, Peki Anim reflected: “The week was an exhilarating mix of lectures, company visits, a field trip and of course, networking and socialising with my amazing cohort. We decomposed the true nature of globalisation and analysed the role of key components such as trade integration, technology and migration.”
The week was an exhilarating mix of lectures, company visits, a field trip and of course, networking and socialising with my amazing cohort.
Inside Vietnam’s leading companies: from semiconductors to software and beer
Students visited a diverse range of organisations that showcased Vietnam’s evolving position in the global economy:
Intel Products Vietnam
At Intel Products Vietnam, Kenneth Tse, Vice President of Intel Foundry and General Manager of Intel Products Vietnam, took students through Intel Vietnam’s journey. Students explored Intel’s manufacturing capabilities, collaboration with government and education partners and talent development, before touring the manufacturing line.
SABECO
At SABECO (Saigon Beer Alcohol Beverage Corporation), Lester Tan, General Director, outlined the company’s history and position in one of Asia’s largest beer markets. He discussed SABECO’s growth strategy and ESG priorities, showing how the business balances brewing heritage with performance, innovation and sustainability.
FPT Software’s F-Town 3 campus
At FPT Software’s F-Town 3 campus, Nguyen Thi Quynh Lan, FPT’s Business Unit Leader and colleagues presented the company’s global IT services, sector focus in technology, telecommunications and education and partnerships with organisations including NVIDIA, AWS and Microsoft. The visit highlighted Vietnam’s growing role in global digital transformation.
Innovation and entrepreneurship in Ho Chi Minh City
Innovation and entrepreneurship were a major focus of the week. An Innovation Forum brought together founders and leaders from sectors including logistics tech, medtech, green building, climate-tech, AI and the circular economy. Their experiences highlighted Vietnam’s emergence as a high-growth frontier for technology and sustainability, powered by a young and ambitious workforce, while also revealing ongoing challenges related to regulation, funding and ecosystem development.
Understanding cultural distance through fieldwork
To deepen their understanding of cultural distance and local business practices, students took part in an immersive field exercise, supported by MBA students from HCMC University of Technology. Working in mixed teams, they conducted on-the-ground research with local businesses, customers and micro-entrepreneurs, exploring themes such as digital transformation in Ho Chi Minh City, sustainability, entrepreneurship and the informal economy, as well as perceptions of risk, trust and credit. The exercise culminated in group presentations and reflections linking field insights to the academic frameworks covered in class.
In the words of Executive MBA 2025 participant Andy Levy: “Conversations with my brilliant international cohort, alongside Vietnamese locals and businesses, brought different perspectives and experiences vividly into context. Vietnam is a fascinating country: entrepreneurial, innovative and confidently open to the world.”
Conversations with my brilliant international cohort, alongside Vietnamese locals and businesses, brought different perspectives and experiences vividly into context. Vietnam is a fascinating country: entrepreneurial, innovative and confidently open to the world.
Connecting with alumni, local leaders and Vietnamese culture
Networking events with alumni and local business leaders, including a reception at Opus Saigon and speaker dinners featuring senior figures from Vietnam’s corporate and investment communities, provided further opportunities to connect theory with practice. Cultural activities, such as a food tour and a hands-on Vietnamese cooking class, rounded off an immersive learning experience.
The trip offered Executive MBA students a rich, first-hand perspective on how strategy, innovation and culture intersect in one of Asia’s most dynamic economies and how global executives can engage effectively with fast-growing markets like Vietnam.
Thank you to all the organisations, speakers, partners, faculty, staff and students who contributed to the success of the International Business Study Trip to Ho Chi Minh City and for providing such valuable insights into Vietnam’s business and cultural environment.
International Business Study Trip
Find out more about how you can benefits from this part of our Executive MBA programme
Featured faculty
Michael Kitson
Associate Professor in International Macroeconomics
Christopher Marquis
Sinyi Professor of Chinese Management
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