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EXECUTIVE SUMMARY

Accumulating lessons from predecessor’s experience is one of the simplest ways to advance their own abilities. This research is conducted with similar objective. Not only that, it also gives an opportunity to deeply get an insight into the theories through acquiring information and data from real entrepreneurs who are Tran Mong Hung, Kao Sieu Luc and Le Chi Hieu and analysing their issues as well as natures.

First of all, the report will analyze the similar and similar feature of characteristics among three entrepreneurs. Then, two types of innovation have been applied in the three entrepreneurs’ corporations. Mr. Hung who is the CEO of ACB Bank Company creates new inventions and incorporates new service strategies into the competitive market. With another type of innovation, Mr. Luc and Mr. Hieu promote their goods and processes to produce more choices for customers.

In order to obtain information from the market, they used two methods which are both primary data collection. Mr. Luc’s research is based on investigating new bakery stores in Vietnam and other countries. Additionally, Mr. Hung concentrates on meeting customers directly to receive feedbacks. In contrast, Mr. Hieu gathers information from their experience.

Despite different levels of education, the three entrepreneurs prepared business plans which are very clear and detail to build companies.

In financial source aspect, both of these entrepreneurs used equity financing to seek for capital.

When marketing their products, ABC Bakery does not utilize media as its marketing tool while ThuDuc House(TDH) and ACB Bank regards media as a crucial strategy for nationwide marketing, such as advertising in newspapers and radio.

There are many lessons which should be learnt from these entrepreneurs. They are real examples of consistency and courage to be challenged.

Table of Contents

EXECUTIVE SUMMARY 1

INTRODUCTION 4

LITERATURE OVERVIEW 5

RESEARCH METHODS 8

ANALYSIS...