Deputy CEO of THP Group Shares Insights on How to Compete with Giants and Take on Multinationals

Phương Uyên Trần Releases "Competing with Giants" with ForbesBooks

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Sep 19, 2018, 12:45 ET

NEW YORK, Sept. 19, 2018 /PRNewswire/ -- Second generation Asian businesswoman, Phương Uyên Trần, Deputy CEO of THP Group, today announced the publication of Competing with Giants: How One Family-Owned Company Took on the Multinationals and Won (available now – on Amazon.com). The book is published with ForbesBooks, the exclusive business book publishing imprint of Forbes Media.

The Story of How Phuong Uyen Tran and Family Business Can Compete with Giants

Two billion, five hundred million dollars. That is the amount of money Phương Trần's father, business mogul Dr. Trần Quí Thanh, walked away from in 2012 when Coca-Cola offered to acquire a controlling interest in their family business, Vietnamese THP Beverage Group. Watching her father turn down a sum of money most could never dream to see was an event that shaped Trần's entire business philosophy from that day forward.

Companies like Trần's are rewriting the global business rules that Western multinationals have been operating on for decades. In her captivating book, Competing with Giants, Trần weaves business advice from her father with her own insights into a rich tapestry that tells the story of not only one company, but the quickly changing global business landscape.

"The world the next generation inherits will be more connected and more multinational than any time in human history. There is only one thing we can all be sure of, and that's the world will be what we collectively make it," said Trần.

Phương's message is an empowering one. As we move into an increasingly globalized world, businesses in the East and West will learn from one another other. And when small companies marry their local knowledge and with international business ideas, they can hold their own and even outflank giant global corporations.

Phương's wise and conversational tone in Competing with Giants, is that of a trusted mentor, someone a few steps ahead on the path. Her story asks readers to dream bigger and understand what is necessary to actualize those dreams. Throughout the book, Phương reminds us of the adages of her father, specifically that, "nothing is impossible."

The book Competing with Giants is now available for purchase on Amazon.com.

About Phương Uyên Trần

Author, speaker, and second-generation Asian businesswoman, Phương Uyên Trần, serves as Deputy CEO of Tan Hiep Phat (THP) group, a company started by her parents in 1994. Today, it is Vietnam's leading beverage company. In addition to running Chu Lai plant, she is responsible for THP's procurement, domestic and international marketing, public relations and corporate social responsibility programs. Phương is an executive of the Beverage Association of Vietnam and also sits on the executive committee of the Young Presidents' Organization (YPO) Vietnam chapter. For more information, visit phuonguyentran.com.

About ForbesBooks

Launched in 2016 in partnership with Advantage Media Group, ForbesBooks is the exclusive business book publishing imprint of Forbes Media. Reaching more than 120 million people each month, Forbes is among the most respected names in business media. From the flagship magazine, with its 40 print editions in 70 countries and 28 languages, to Forbes.com and its 67 million unique monthly visitors, Forbes champions success worldwide. ForbesBooks offers business and thought leaders an innovative, speed-to-market publishing model and a suite of services designed to strategically and tactically support authors and promote their expertise. For more information, visit forbesbooks.com.

Media Contacts

Phương Trần, THP, [email protected]

Jonathan Falkenburg, ForbesBooks, [email protected]

SOURCE ForbesBooks