{"id":24592,"date":"2023-12-19T11:23:02","date_gmt":"2023-12-19T03:23:02","guid":{"rendered":"https:\/\/www.sedgwick-richardson.com\/views\/rebranding-dinosaurs-the-strategists-dilemma\/"},"modified":"2026-05-22T16:57:52","modified_gmt":"2026-05-22T08:57:52","slug":"khi-nhung-ga-khong-lo-tien-su-can-duoc-lam-moi-thach-thuc-cua-nguoi-lam-chien-luoc","status":"publish","type":"cpt-views","link":"https:\/\/sedgwick-richardson.com\/vi\/views\/khi-nhung-ga-khong-lo-tien-su-can-duoc-lam-moi-thach-thuc-cua-nguoi-lam-chien-luoc\/","title":{"rendered":"Khi nh\u1eefng \u201cg\u00e3 kh\u1ed5ng l\u1ed3 ti\u1ec1n s\u1eed\u201d c\u1ea7n \u0111\u01b0\u1ee3c l\u00e0m m\u1edbi: Th\u00e1ch th\u1ee9c c\u1ee7a ng\u01b0\u1eddi l\u00e0m chi\u1ebfn l\u01b0\u1ee3c"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u00edch h\u1ee3p ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng v\u00e0o x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m th\u00fac \u0111\u1ea9y qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i m\u00e0 th\u1ebf gi\u1edbi \u0111ang c\u1ea7n.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f3 m\u1ed9t quan \u0111i\u1ec3m cho r\u1eb1ng c\u00e1c nh\u00e0 ho\u1ea1ch \u0111\u1ecbnh, \u0111\u01a1n v\u1ecb l\u00e0m th\u01b0\u01a1ng hi\u1ec7u, agency PR v\u00e0 qu\u1ea3ng c\u00e1o n\u00ean c\u00f9ng nhau t\u1eeb ch\u1ed1i l\u00e0m vi\u1ec7c v\u1edbi c\u00e1c doanh nghi\u1ec7p kinh doanh nhi\u00ean li\u1ec7u ho\u00e1 th\u1ea1ch, t\u1ee9c nh\u1eefng c\u00f4ng ty ho\u1ea1t \u0111\u1ed9ng ch\u1ee7 y\u1ebfu trong l\u0129nh v\u1ef1c khai th\u00e1c, x\u1eed l\u00fd, v\u1eadn chuy\u1ec3n ho\u1eb7c kinh doanh d\u1ea7u, kh\u00ed v\u00e0 than \u0111\u00e1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn r\u1eb1ng vi\u1ec7c ti\u00eau th\u1ee5 ngu\u1ed3n n\u0103ng l\u01b0\u1ee3ng c\u0169 n\u00e0y \u0111ang g\u00f3p ph\u1ea7n th\u00fac \u0111\u1ea9y bi\u1ebfn \u0111\u1ed5i kh\u00ed h\u1eadu. Th\u1ebf gi\u1edbi c\u1ea7n t\u1eebng b\u01b0\u1edbc chuy\u1ec3n sang c\u00e1c ngu\u1ed3n n\u0103ng l\u01b0\u1ee3ng thay th\u1ebf, gi\u1ea3m ph\u00e1t th\u1ea3i kh\u00ed nh\u00e0 k\u00ednh, \u0111\u1ed3ng th\u1eddi tri\u1ec3n khai c\u00e1c gi\u1ea3i ph\u00e1p h\u1ea5p th\u1ee5 v\u00e0 b\u00f9 \u0111\u1eafp l\u01b0\u1ee3ng ph\u00e1t th\u1ea3i c\u00f2n l\u1ea1i \u0111\u1ec3 ti\u1ebfn t\u1edbi m\u1ee5c ti\u00eau ph\u00e1t th\u1ea3i r\u00f2ng b\u1eb1ng 0 trong th\u1eddi gian s\u1edbm nh\u1ea5t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tuy nhi\u00ean, thay v\u00ec c\u00f4 l\u1eadp c\u00e1c ng\u00e0nh c\u00f4ng nghi\u1ec7p khai th\u00e1c v\u00e0 ch\u1ec9 tr\u00edch h\u1ecd nh\u01b0 \u201cth\u1ee7 ph\u1ea1m duy nh\u1ea5t\u201d, ch\u00fang ta c\u1ea7n nh\u00ecn nh\u1eadn b\u1ee9c tranh to\u00e0n c\u1ea3nh m\u1ed9t c\u00e1ch to\u00e0n di\u1ec7n h\u01a1n. Th\u1ef1c t\u1ebf, t\u1ea5t c\u1ea3 ch\u00fang ta \u0111\u1ec1u \u0111ang ti\u00eau th\u1ee5 n\u0103ng l\u01b0\u1ee3ng ho\u00e1 th\u1ea1ch \u2014 tr\u1ef1c ti\u1ebfp ho\u1eb7c gi\u00e1n ti\u1ebfp \u2014 th\u00f4ng qua v\u00f4 s\u1ed1 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c t\u1ea1o ra t\u1eeb d\u1ea7u m\u1ecf v\u00e0 c\u00e1c d\u1eabn xu\u1ea5t kh\u00ed t\u1ef1 nhi\u00ean, t\u1eeb \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh, laptop cho \u0111\u1ebfn xi \u0111\u00e1nh gi\u00e0y hay son m\u00f4i. H\u1ea7u nh\u01b0 m\u1ecdi ng\u00e0nh c\u00f4ng nghi\u1ec7p \u0111\u1ec1u t\u1ea1o ra nh\u1eefng t\u00e1c \u0111\u1ed9ng nh\u1ea5t \u0111\u1ecbnh, v\u00e0 \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng s\u1eafc th\u00e1i kh\u00e1c nhau trong t\u1eebng b\u1ed1i c\u1ea3nh. \u0110i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn m\u1edbi: hi\u1ec3u c\u00e1ch t\u00edch h\u1ee3p ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng v\u00e0o th\u01b0\u01a1ng hi\u1ec7u v\u00e0 to\u00e0n b\u1ed9 chu\u1ed7i gi\u00e1 tr\u1ecb c\u1ee7a doanh nghi\u1ec7p, t\u1eeb \u0111\u00f3 h\u1ed7 tr\u1ee3 h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng chuy\u1ec3n d\u1ecbch sang n\u0103ng l\u01b0\u1ee3ng s\u1ea1ch h\u01a1n v\u00e0 l\u1ed1i s\u1ed1ng b\u1ec1n v\u1eefng h\u01a1n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u1ede \u0111\u1ed9 tu\u1ed5i nh\u1ea5t \u0111\u1ecbnh (t\u00f4i t\u1eebng tham gia x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u cho b\u00ean giao d\u1ecbch d\u1ea7u m\u1ecf l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi v\u00e0o th\u1eddi \u0111i\u1ec3m \u0111i\u1ec1u \u0111\u00f3 v\u1eabn c\u00f2n \u0111\u01b0\u1ee3c xem l\u00e0 \u201cng\u1ea7u\u201d), v\u00e0 trong m\u1ed9t kho\u1ea3nh kh\u1eafc, t\u00f4i mu\u1ed1n m\u01b0\u1ee3n m\u1ed9t c\u00e2u h\u00e1t t\u1eeb album c\u1ee7a David Bowie: <em>\u201cGi\u1edd ch\u00fang ta \u0111ang \u1edf \u0111\u00e2u?\u201d<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.sedgwick-richardson.com\/wp-content\/uploads\/2023\/12\/Chart_FossilFuelvsRenewables-1024x576.png\" alt=\"\" class=\"wp-image-12807\" srcset=\"https:\/\/sedgwick-richardson.com\/wp-content\/uploads\/2023\/12\/Chart_FossilFuelvsRenewables-1024x576.png 1024w, https:\/\/sedgwick-richardson.com\/wp-content\/uploads\/2023\/12\/Chart_FossilFuelvsRenewables-300x169.png 300w, https:\/\/sedgwick-richardson.com\/wp-content\/uploads\/2023\/12\/Chart_FossilFuelvsRenewables-768x432.png 768w, https:\/\/sedgwick-richardson.com\/wp-content\/uploads\/2023\/12\/Chart_FossilFuelvsRenewables-1536x864.png 1536w, https:\/\/sedgwick-richardson.com\/wp-content\/uploads\/2023\/12\/Chart_FossilFuelvsRenewables-2048x1152.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c ngu\u1ed3n n\u0103ng l\u01b0\u1ee3ng truy\u1ec1n th\u1ed1ng hi\u1ec7n v\u1eabn \u0111\u00e1p \u1ee9ng kho\u1ea3ng 80% nhu c\u1ea7u n\u0103ng l\u01b0\u1ee3ng to\u00e0n c\u1ea7u \u2014 v\u00e0 con s\u1ed1 n\u00e0y v\u1eabn \u0111ang ti\u1ebfp t\u1ee5c t\u0103ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00f9 ch\u00fang ta c\u00f3 l\u00fd do \u0111\u1ec3 hy v\u1ecdng xu h\u01b0\u1edbng n\u00e0y s\u1ebd s\u1edbm \u0111\u1ea3o chi\u1ec1u, nh\u01b0ng th\u1ef1c t\u1ebf \u0111\u00e3 qu\u00e1 mu\u1ed9n \u0111\u1ec3 ng\u0103n nhi\u1ec7t \u0111\u1ed9 trung b\u00ecnh t\u0103ng v\u01b0\u1ee3t ng\u01b0\u1ee1ng 1,5\u00b0C so v\u1edbi th\u1eddi k\u1ef3 ti\u1ec1n c\u00f4ng nghi\u1ec7p. Th\u1eadm ch\u00ed, c\u00f3 kh\u1ea3 n\u0103ng ch\u00fang ta \u0111\u00e3 \u0111i qua nh\u1eefng \u201c\u0111i\u1ec3m b\u00f9ng ph\u00e1t\u201d c\u00f3 th\u1ec3 \u0111\u1ea9y nhi\u1ec7t \u0111\u1ed9 l\u00ean m\u1ee9c th\u1ea3m h\u1ecda 3\u20134\u00b0C.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec1u \u0111\u00e1ng lo ng\u1ea1i l\u00e0 trong khi th\u1ebf gi\u1edbi ng\u00e0y c\u00e0ng gi\u00e0u l\u00ean th\u00f4ng qua nh\u1eefng con s\u1ed1 trong t\u00e0i kho\u1ea3n ng\u00e2n h\u00e0ng, th\u00ec ngu\u1ed3n v\u1ed1n t\u1ef1 nhi\u00ean \u2014 n\u1ec1n t\u1ea3ng s\u1ed1ng c\u00f2n m\u00e0 n\u1ec1n v\u0103n minh nh\u00e2n lo\u1ea1i ph\u1ee5 thu\u1ed9c v\u00e0o \u2014 l\u1ea1i \u0111ang d\u1ea7n c\u1ea1n ki\u1ec7t v\u00e0 suy tho\u00e1i.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c qu\u1ed1c gia \u0111\u01b0\u1ee3c coi l\u00e0 \u201cph\u00e1t tri\u1ec3n\u201d \u0111\u00e3 h\u01b0\u1edfng l\u1ee3i t\u1eeb qu\u00e1 tr\u00ecnh c\u00f4ng nghi\u1ec7p h\u00f3a, \u0111\u1ed3ng th\u1eddi c\u0169ng t\u1ea1o ra ph\u1ea7n l\u1edbn l\u01b0\u1ee3ng \u00f4 nhi\u1ec5m \u0111i k\u00e8m. Ng\u00e0y nay, t\u1ea7ng l\u1edbp trung l\u01b0u \u0111ang l\u1edbn m\u1ea1nh t\u1ea1i ch\u00e2u \u00c1 v\u00e0 c\u00e1c n\u01b0\u1edbc \u0111ang ph\u00e1t tri\u1ec3n c\u0169ng c\u00f3 nh\u1eefng kh\u00e1t v\u1ecdng t\u01b0\u01a1ng t\u1ef1 v\u1ec1 t\u0103ng tr\u01b0\u1edfng v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng s\u1ed1ng. V\u00ec v\u1eady, s\u1ebd kh\u00f4ng c\u00f4ng b\u1eb1ng n\u1ebfu y\u00eau c\u1ea7u h\u1ecd ch\u1edd \u0111\u1ebfn khi n\u0103ng l\u01b0\u1ee3ng s\u1ea1ch ho\u00e0n to\u00e0n s\u1eb5n s\u00e0ng r\u1ed3i m\u1edbi \u0111\u01b0\u1ee3c t\u1eadn h\u01b0\u1edfng nh\u1eefng ti\u1ec7n nghi c\u01a1 b\u1ea3n nh\u01b0 \u0111i\u1ec1u h\u00f2a.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ph\u00e1t th\u1ea3i r\u00f2ng b\u1eb1ng 0 ph\u1ea3i l\u00e0 m\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng, v\u1edbi trung h\u00f2a carbon l\u00e0 m\u1ed9t b\u01b0\u1edbc chuy\u1ec3n ti\u1ebfp tr\u00ean h\u00e0nh tr\u00ecnh \u0111\u00f3. Kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn r\u1eb1ng c\u00e1c qu\u1ed1c gia ph\u00e1t tri\u1ec3n c\u1ea7n thay \u0111\u1ed5i nhi\u1ec1u nh\u1ea5t \u2014 ngh\u0129a l\u00e0 ph\u1ea3i t\u00ecm ra c\u00e1ch ti\u1ebfp t\u1ee5c ph\u00e1t tri\u1ec3n kinh t\u1ebf m\u00e0 kh\u00f4ng l\u00e0m gia t\u0103ng ti\u00eau th\u1ee5.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tuy nhi\u00ean, v\u1edbi vai tr\u00f2 l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u00f4i khi ch\u00fang ta n\u00f3i m\u1ed9t \u0111\u1eb1ng nh\u01b0ng h\u00e0nh \u0111\u1ed9ng m\u1ed9t n\u1ebbo. Ai c\u0169ng hi\u1ec3u m\u00ecnh c\u1ea7n g\u00f3p ph\u1ea7n thay \u0111\u1ed5i, nh\u01b0ng nh\u1eefng g\u00ec \u0111ang l\u00e0m v\u1eabn c\u00f2n qu\u00e1 \u00edt \u0111\u1ec3 \u0111\u01b0a m\u1ee9c ti\u00eau th\u1ee5 n\u0103ng l\u01b0\u1ee3ng b\u00ecnh qu\u00e2n \u0111\u1ea7u ng\u01b0\u1eddi v\u1ec1 g\u1ea7n v\u1edbi c\u00e1c n\u1ec1n kinh t\u1ebf m\u1edbi n\u1ed5i.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trong khi \u0111\u00f3, nhu c\u1ea7u n\u0103ng l\u01b0\u1ee3ng v\u1eabn ti\u1ebfp t\u1ee5c t\u0103ng nhanh h\u01a1n m\u1ee9c \u0111\u1ed9 s\u1eb5n s\u00e0ng hy sinh v\u00e0 tri\u1ec3n khai gi\u1ea3i ph\u00e1p c\u1ee7a nh\u00e2n lo\u1ea1i. H\u00e0nh tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i sang n\u0103ng l\u01b0\u1ee3ng s\u1ea1ch v\u00ec v\u1eady s\u1ebd l\u00e0 m\u1ed9t ch\u1eb7ng \u0111\u01b0\u1eddng nhi\u1ec1u th\u00e1ch th\u1ee9c.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Chuy\u1ec3n d\u1ecbch, Truy\u1ec1n t\u1ea3i, Chuy\u1ec3n ho\u00e1<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu \u0111\u00f3 l\u00e0 th\u1ef1c tr\u1ea1ng ch\u00fang ta \u0111ang \u0111\u1ed1i m\u1eb7t \u2014 m\u1ed9t qu\u00e1 tr\u00ecnh chuy\u1ec3n d\u1ecbch n\u0103ng l\u01b0\u1ee3ng d\u00e0i h\u01a1i, ph\u1ee9c t\u1ea1p v\u00e0 \u0111\u1ea7y nh\u1ea1y c\u1ea3m ch\u00ednh tr\u1ecb th\u00ec vai tr\u00f2 c\u1ee7a c\u00e1c chuy\u00ean gia ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng v\u00e0 chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Qu\u00e1 tr\u00ecnh chuy\u1ec3n d\u1ecbch n\u00e0y \u0111\u00f2i h\u1ecfi ph\u1ea3i n\u00e2ng c\u1ea5p h\u1ec7 th\u1ed1ng l\u01b0\u1edbi \u0111i\u1ec7n \u0111\u1ec3 c\u00f3 th\u1ec3 ti\u1ebfp nh\u1eadn nhi\u1ec1u ngu\u1ed3n n\u0103ng l\u01b0\u1ee3ng m\u1edbi v\u00e0 ph\u00e2n ph\u1ed1i ch\u00fang \u0111\u1ebfn \u0111\u00fang n\u01a1i c\u1ea7n thi\u1ebft. \u0110\u00e2y l\u00e0 m\u1ed9t nhi\u1ec7m v\u1ee5 kh\u1ed5ng l\u1ed3. Khi c\u00e1c ngu\u1ed3n n\u0103ng l\u01b0\u1ee3ng nh\u01b0 m\u1eb7t tr\u1eddi, gi\u00f3 hay s\u00f3ng bi\u1ec3n \u0111\u1ec1u c\u00f3 t\u00ednh bi\u1ebfn \u0111\u1ed9ng cao, c\u00e1ch duy nh\u1ea5t \u0111\u1ec3 t\u1ed1i \u01b0u ho\u00e1 l\u00e0 tri\u1ec3n khai \u1edf quy m\u00f4 l\u1edbn, \u0111i c\u00f9ng n\u0103ng l\u1ef1c l\u01b0u tr\u1eef t\u01b0\u01a1ng \u1ee9ng. N\u00f3i c\u00e1ch kh\u00e1c, ch\u00fang ta \u0111ang n\u00f3i \u0111\u1ebfn nh\u1eefng h\u1ec7 th\u1ed1ng l\u01b0\u1edbi \u0111i\u1ec7n \u1edf quy m\u00f4 l\u1ee5c \u0111\u1ecba, c\u00f3 kh\u1ea3 n\u0103ng \u0111\u01b0a n\u0103ng l\u01b0\u1ee3ng \u0111\u1ebfn \u0111\u00fang n\u01a1i, \u0111\u00fang l\u00fac.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t ph\u1ea7n chuy\u00ean m\u00f4n, nh\u00e2n l\u1ef1c, k\u1ef9 n\u0103ng v\u00e0 ngu\u1ed3n l\u1ef1c c\u1ea7n thi\u1ebft cho qu\u00e1 tr\u00ecnh n\u00e0y hi\u1ec7n \u0111ang n\u1eb1m trong ch\u00ednh c\u00e1c c\u00f4ng ty n\u0103ng l\u01b0\u1ee3ng l\u00e2u \u0111\u1eddi. Vi\u1ec7c t\u1ea9y chay nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u00e0y hay quy k\u1ebft nh\u1eefng con ng\u01b0\u1eddi \u0111ang l\u00e0m vi\u1ec7c trong c\u00e1c doanh nghi\u1ec7p \u1ea5y c\u00f3 th\u1ec3 mang l\u1ea1i c\u1ea3m gi\u00e1c \u201c\u0111\u00fang \u0111\u1eafn\u201d nh\u1ea5t th\u1eddi, nh\u01b0ng kh\u00f4ng th\u1ef1c s\u1ef1 gi\u00fap th\u00fac \u0111\u1ea9y ti\u1ebfn b\u1ed9. Tr\u00ean th\u1ef1c t\u1ebf, ch\u00fang ta v\u1eabn \u0111ang tr\u00f4ng c\u1eady v\u00e0o h\u1ecd \u0111\u1ec3 cung c\u1ea5p ngu\u1ed3n n\u0103ng l\u01b0\u1ee3ng an to\u00e0n, \u1ed5n \u0111\u1ecbnh v\u00e0 \u0111\u00e1ng tin c\u1eady, trong khi to\u00e0n b\u1ed9 h\u1ec7 th\u1ed1ng \u1ea5y s\u1ebd ph\u1ea3i tr\u1ea3i qua m\u1ed9t cu\u1ed9c chuy\u1ec3n ho\u00e1 c\u0103n b\u1ea3n \u2014 th\u1eadm ch\u00ed ngay trong ch\u00ednh s\u1ef1 nghi\u1ec7p c\u1ee7a nhi\u1ec1u ng\u01b0\u1eddi \u0111ang l\u00e0m vi\u1ec7c \u1edf \u0111\u00f3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u00ean h\u00e0nh tr\u00ecnh h\u01b0\u1edbng t\u1edbi ph\u00e1t th\u1ea3i r\u00f2ng b\u1eb1ng 0, nh\u1eefng \u201cg\u00e3 kh\u1ed5ng l\u1ed3 n\u0103ng l\u01b0\u1ee3ng c\u0169\u201d s\u1ebd c\u1ea7n nh\u1eefng c\u00e2u chuy\u1ec7n m\u1edbi. Kh\u00f4ng ph\u1ea3i l\u00e0 greenwash, m\u00e0 l\u00e0 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c v\u00e0 c\u00e2u chuy\u1ec7n ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng \u0111\u00e1ng tin c\u1eady, \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean s\u1ef1 minh b\u1ea1ch, ch\u00ednh x\u00e1c v\u00e0 trung th\u1ef1c. C\u00f9ng v\u1edbi m\u1ed9t k\u1ebf ho\u1ea1ch chuy\u1ec3n d\u1ecbch r\u00f5 r\u00e0ng, \u0111i\u1ec1u n\u00e0y l\u00e0 c\u1ea7n thi\u1ebft \u0111\u1ec3 x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u1edbi nh\u00e2n vi\u00ean, \u0111\u1ed1i t\u00e1c, ch\u00ednh ph\u1ee7, nh\u00e0 \u0111\u1ea7u t\u01b0 v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u2014 nh\u1eefng nh\u00f3m ng\u00e0y c\u00e0ng \u00fd th\u1ee9c r\u00f5 h\u01a1n v\u1ec1 bi\u1ebfn \u0111\u1ed5i kh\u00ed h\u1eadu. \u0110\u1ec3 con ng\u01b0\u1eddi th\u1ef1c s\u1ef1 tin v\u00e0o s\u1ef1 thay \u0111\u1ed5i, ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng c\u1ea7n \u0111\u01b0\u1ee3c t\u00edch h\u1ee3p v\u00e0o m\u00f4 h\u00ecnh kinh doanh, v\u0103n ho\u00e1 doanh nghi\u1ec7p v\u00e0 c\u1ea3 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ed5i m\u1edbi s\u1ebd t\u1ea1o ra nh\u1eefng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 m\u1edbi. Nhi\u1ec1u trong s\u1ed1 \u0111\u00f3 c\u00f3 th\u1ec3 xu\u1ea5t ph\u00e1t t\u1eeb ch\u00ednh c\u00e1c doanh nghi\u1ec7p n\u0103ng l\u01b0\u1ee3ng truy\u1ec1n th\u1ed1ng, qua \u0111\u00f3 t\u1eebng b\u01b0\u1edbc thay \u0111\u1ed5i c\u00e1ch c\u00f4ng ch\u00fang nh\u00ecn nh\u1eadn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00e0y.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chuy\u1ec3n ho\u00e1 th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ph\u1ea3i l\u00e0 \u0111i\u1ec1u m\u1edbi. T\u00ednh b\u1ec1n v\u1eefng hay kh\u1ea3 n\u0103ng tr\u01b0\u1eddng t\u1ed3n t\u1eeb l\u00e2u \u0111\u00e3 l\u00e0 m\u1ed9t d\u1ea5u hi\u1ec7u c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb, b\u00ean c\u1ea1nh s\u1ef1 ph\u00f9 h\u1ee3p v\u00e0 kh\u00e1c bi\u1ec7t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Th\u01b0\u01a1ng hi\u1ec7u lu\u00f4n ti\u1ebfn ho\u00e1, v\u00e0 \u0111\u00f4i khi c\u1ea7n nh\u1eefng b\u01b0\u1edbc ngo\u1eb7t quan tr\u1ecdng \u0111\u1ec3 duy tr\u00ec s\u1ef1 ph\u00f9 h\u1ee3p. Tuy nhi\u00ean, c\u00e1c agency qu\u1ea3ng c\u00e1o v\u00e0 PR ch\u1ee7 y\u1ebfu qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u, ch\u1ee9 kh\u00f4ng \u0111\u1ecbnh h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u t\u1eeb g\u1ed1c. N\u00f3i c\u00e1ch kh\u00e1c, h\u1ecd kh\u00f4ng th\u1ec3 thay \u0111\u1ed5i \u0111\u1ec1 b\u00e0i hay t\u00e1c \u0111\u1ed9ng s\u00e2u \u0111\u1ebfn h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng. N\u1ebfu \u0111\u1ec1 b\u00e0i v\u1ed1n \u0111\u00e3 l\u00e0 greenwashing, th\u00ec d\u00f9 tri\u1ec3n khai th\u1ebf n\u00e0o, n\u00f3 v\u1eabn l\u00e0 greenwash. Khi \u0111\u00f3, h\u1ecd ch\u1ec9 c\u00f3 hai l\u1ef1a ch\u1ecdn: nh\u1eadn l\u00e0m ho\u1eb7c t\u1eeb ch\u1ed1i.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ng\u01b0\u1ee3c l\u1ea1i, c\u00e1c chuy\u00ean gia x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0m vi\u1ec7c tr\u1ef1c ti\u1ebfp v\u1edbi \u0111\u1ed9i ng\u0169 l\u00e3nh \u0111\u1ea1o \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh doanh nghi\u1ec7p \u0111\u1ea1i di\u1ec7n cho \u0111i\u1ec1u g\u00ec, t\u1eeb \u0111\u00f3 ki\u1ebfn t\u1ea1o ph\u1ea7n c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Theo truy\u1ec1n th\u1ed1ng, h\u1ecd c\u00f3 th\u1ebf m\u1ea1nh trong vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u, h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n, c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u. Nh\u01b0ng ng\u00e0y nay, c\u00e1c c\u00f4ng ty t\u01b0 v\u1ea5n hi\u1ec7n \u0111\u1ea1i c\u1ea7n t\u00edch h\u1ee3p chuy\u00ean m\u00f4n ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng v\u00e0o d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh. \u0110i\u1ec1u n\u00e0y cho ph\u00e9p h\u1ecd x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c b\u1ec1n v\u1eefng c\u00f3 kh\u1ea3 n\u0103ng bi\u1ebfn r\u1ee7i ro th\u00e0nh c\u01a1 h\u1ed9i, \u0111\u1ed3ng th\u1eddi k\u1ebft n\u1ed1i nh\u00e2n vi\u00ean v\u00e0 c\u00e1c b\u00ean li\u00ean quan \u0111\u1ec3 th\u00fac \u0111\u1ea9y thay \u0111\u1ed5i th\u00f4ng qua vi\u1ec7c t\u1ea1o ra gi\u00e1 tr\u1ecb chung. T\u1ea5t c\u1ea3 cu\u1ed1i c\u00f9ng s\u1ebd \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n qua l\u1ee3i nhu\u1eadn b\u1ec1n v\u1eefng cho kh\u00e1ch h\u00e0ng v\u00e0 nh\u1eefng c\u00f4ng vi\u1ec7c c\u00f3 \u00fd ngh\u0129a h\u01a1n cho nh\u00e2n s\u1ef1 \u0111\u1ea7y ti\u1ec1m n\u0103ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thay v\u00ec c\u00f4 l\u1eadp m\u1ed9t ng\u00e0nh c\u00f4ng nghi\u1ec7p b\u1ecb xem l\u00e0 \u201cb\u1ea9n\u201d, t\u1ea1i sao ch\u00fang ta kh\u00f4ng c\u00f9ng x\u00e2y d\u1ef1ng nh\u1eefng nguy\u00ean t\u1eafc h\u00e0nh \u0111\u1ed9ng r\u00f5 r\u00e0ng \u2014 nh\u1eefng nguy\u00ean t\u1eafc th\u1eeba nh\u1eadn s\u1ef1 li\u00ean k\u1ebft ph\u1ee9c t\u1ea1p gi\u1eefa c\u00e1c v\u1ea5n \u0111\u1ec1, \u0111\u1ed3ng th\u1eddi th\u00fac \u0111\u1ea9y qu\u00e1 tr\u00ecnh chuy\u1ec3n d\u1ecbch v\u00e0 th\u00edch \u1ee9ng th\u00f4ng qua \u0111\u1ed1i tho\u1ea1i v\u1edbi m\u1ecdi doanh nghi\u1ec7p v\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1eb5n s\u00e0ng ch\u1ecbu tr\u00e1ch nhi\u1ec7m cho h\u00e0nh \u0111\u1ed9ng c\u1ee7a m\u00ecnh. Ranh gi\u1edbi ph\u1ea3i r\u00f5 r\u00e0ng. Kh\u00f4ng \u0111\u01b0\u1ee3c greenwash.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00e0 \u0111\u1ec3 m\u01b0\u1ee3n l\u1ea1i tinh th\u1ea7n c\u1ee7a Bowie m\u1ed9t l\u1ea7n n\u1eefa: h\u00e3y c\u00f9ng b\u01b0\u1edbc v\u00e0o \u0111i\u1ec7u nh\u1ea3y \u2014 h\u1ee3p t\u00e1c, t\u00e1c \u0111\u1ed9ng, thuy\u1ebft ph\u1ee5c, gi\u00e1o d\u1ee5c \u0111\u1ed9i ng\u0169 c\u1ee7a m\u00ecnh v\u00e0 gi\u00fap kh\u00e1ch h\u00e0ng chu\u1ea9n b\u1ecb cho qu\u00e1 tr\u00ecnh chuy\u1ec3n d\u1ecbch. Khi ch\u00fang ta v\u1eabn c\u00f2n c\u00f3 th\u1ec3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u00edch h\u1ee3p ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng v\u00e0o x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m th\u00fac \u0111\u1ea9y qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i m\u00e0 th\u1ebf gi\u1edbi \u0111ang c\u1ea7n. C\u00f3 m\u1ed9t quan \u0111i\u1ec3m cho r\u1eb1ng c\u00e1c nh\u00e0 ho\u1ea1ch \u0111\u1ecbnh, \u0111\u01a1n v\u1ecb l\u00e0m th\u01b0\u01a1ng hi\u1ec7u, agency PR v\u00e0 qu\u1ea3ng c\u00e1o n\u00ean c\u00f9ng nhau t\u1eeb ch\u1ed1i l\u00e0m vi\u1ec7c v\u1edbi &hellip; <a href=\"https:\/\/sedgwick-richardson.com\/vi\/views\/khi-nhung-ga-khong-lo-tien-su-can-duoc-lam-moi-thach-thuc-cua-nguoi-lam-chien-luoc\/\">Continued<\/a><\/p>\n","protected":false},"featured_media":24622,"parent":0,"template":"","cpt_views_category":[157],"cpt_views_author":[223],"class_list":["post-24592","cpt-views","type-cpt-views","status-publish","has-post-thumbnail","hentry","cpt_views_category-articles-vi","cpt_views_author-gareth-richardson-vi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Khi nh\u1eefng \u201cg\u00e3 kh\u1ed5ng l\u1ed3 ti\u1ec1n s\u1eed\u201d c\u1ea7n \u0111\u01b0\u1ee3c l\u00e0m m\u1edbi: Th\u00e1ch th\u1ee9c c\u1ee7a ng\u01b0\u1eddi l\u00e0m chi\u1ebfn l\u01b0\u1ee3c - Sedgwick Richardson<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sedgwick-richardson.com\/vi\/views\/khi-nhung-ga-khong-lo-tien-su-can-duoc-lam-moi-thach-thuc-cua-nguoi-lam-chien-luoc\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Khi nh\u1eefng \u201cg\u00e3 kh\u1ed5ng l\u1ed3 ti\u1ec1n s\u1eed\u201d c\u1ea7n \u0111\u01b0\u1ee3c l\u00e0m m\u1edbi: Th\u00e1ch th\u1ee9c c\u1ee7a ng\u01b0\u1eddi l\u00e0m chi\u1ebfn l\u01b0\u1ee3c - Sedgwick Richardson\" \/>\n<meta property=\"og:description\" content=\"L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u00edch h\u1ee3p ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng v\u00e0o x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m th\u00fac \u0111\u1ea9y qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i m\u00e0 th\u1ebf gi\u1edbi \u0111ang c\u1ea7n. C\u00f3 m\u1ed9t quan \u0111i\u1ec3m cho r\u1eb1ng c\u00e1c nh\u00e0 ho\u1ea1ch \u0111\u1ecbnh, \u0111\u01a1n v\u1ecb l\u00e0m th\u01b0\u01a1ng hi\u1ec7u, agency PR v\u00e0 qu\u1ea3ng c\u00e1o n\u00ean c\u00f9ng nhau t\u1eeb ch\u1ed1i l\u00e0m vi\u1ec7c v\u1edbi &hellip; Continued\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sedgwick-richardson.com\/vi\/views\/khi-nhung-ga-khong-lo-tien-su-can-duoc-lam-moi-thach-thuc-cua-nguoi-lam-chien-luoc\/\" \/>\n<meta property=\"og:site_name\" content=\"Sedgwick Richardson\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sedgwickrichardson\/\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-22T08:57:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sedgwick-richardson.com\/wp-content\/uploads\/2024\/04\/rebrand_dinosaurs.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"702\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sedgwick-richardson.com\\\/vi\\\/views\\\/khi-nhung-ga-khong-lo-tien-su-can-duoc-lam-moi-thach-thuc-cua-nguoi-lam-chien-luoc\\\/\",\"url\":\"https:\\\/\\\/sedgwick-richardson.com\\\/vi\\\/views\\\/khi-nhung-ga-khong-lo-tien-su-can-duoc-lam-moi-thach-thuc-cua-nguoi-lam-chien-luoc\\\/\",\"name\":\"Khi nh\u1eefng \u201cg\u00e3 kh\u1ed5ng l\u1ed3 ti\u1ec1n s\u1eed\u201d c\u1ea7n \u0111\u01b0\u1ee3c l\u00e0m m\u1edbi: Th\u00e1ch th\u1ee9c c\u1ee7a ng\u01b0\u1eddi l\u00e0m chi\u1ebfn l\u01b0\u1ee3c - 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