{"id":6893,"date":"2023-02-17T11:54:39","date_gmt":"2023-02-17T03:54:39","guid":{"rendered":"https:\/\/www.sedgwick-richardson.com\/views\/sustainability-branding\/"},"modified":"2023-06-21T17:52:59","modified_gmt":"2023-06-21T09:52:59","slug":"sustainability-branding","status":"publish","type":"cpt-views","link":"https:\/\/sedgwick-richardson.com\/vi\/views\/sustainability-branding\/","title":{"rendered":"Ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng + Th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"\n<p>\u00dd t\u01b0\u1edfng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng d\u01b0\u1eddng nh\u01b0 l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m g\u00e2y tranh c\u00e3i. \u0110\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 ng\u01b0\u1eddi, n\u00f3 mang \u00fd ngh\u0129a \u0111\u00e1nh b\u00f3ng t\u00ean tu\u1ed5i. Tuy nhi\u00ean, gi\u1ed1ng nh\u01b0 vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u chi\u1ebfn l\u01b0\u1ee3c kh\u00f4ng ch\u1ec9 l\u00e0 logo v\u00e0 kh\u1ea9u hi\u1ec7u, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng li\u00ean quan \u0111\u1ebfn vi\u1ec7c \u0111\u01b0a c\u00e1c chi\u1ebfn l\u01b0\u1ee3c b\u1ec1n v\u1eefng v\u00e0o c\u00e1c doanh nghi\u1ec7p m\u1ed9t c\u00e1ch m\u1ea1nh m\u1ebd, d\u1eabn d\u1eaft b\u1edfi m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u ch\u1ec9nh c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 t\u1ea1o ra gi\u00e1 tr\u1ecb chung th\u00f4ng qua c\u00e1c s\u00e1ng ki\u1ebfn v\u00e0 h\u00e0nh \u0111\u1ed9ng th\u1ef1c ch\u1ea5t ch\u00ednh l\u00e0 t\u00e1c \u0111\u1ed9ng v\u01b0\u1ee3t ra ngo\u00e0i ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng \u1edf c\u1ea5p \u0111\u1ed9 b\u1ec1 m\u1eb7t.<\/p>\n\n\n\n<p>Khi c\u00e1c doanh nghi\u1ec7p Vi\u1ec7t Nam t\u00ecm c\u00e1ch duy tr\u00ec s\u1ef1 ph\u00f9 h\u1ee3p trong m\u1ed9t th\u1ebf gi\u1edbi \u0111ang thay \u0111\u1ed5i nhanh ch\u00f3ng, vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng c\u00f3 m\u1ed9t vai tr\u00f2 nh\u1ea5t \u0111\u1ecbnh. B\u1eb1ng c\u00e1ch suy ngh\u0129 v\u00e0 v\u01b0\u1ee3t l\u00ean tr\u00ean c\u00e1c s\u00e1ng ki\u1ebfn CSR v\u00e0 tu\u00e2n th\u1ee7 ESG, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t Nam c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng n\u0103ng l\u1ef1c b\u1ec1n b\u1ec9 c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">L\u00e0m th\u1ebf n\u00e0o c\u00e1c c\u00f4ng ty Vi\u1ec7t Nam c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y?<\/h4>\n\n\n\n<p>Theo truy\u1ec1n th\u1ed1ng, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c xem \u0111\u01a1n gi\u1ea3n l\u00e0 m\u1ed9t logo v\u00e0 t\u1eadp h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 \u0111\u1ed3 h\u1ecda. V\u00ec v\u1eady, b\u1ed9 ph\u1eadn truy\u1ec1n th\u00f4ng ho\u1eb7c ti\u1ebfp th\u1ecb c\u1ee7a c\u00f4ng ty th\u01b0\u1eddng qu\u1ea3n l\u00fd c\u00e1c t\u00e0i s\u1ea3n tr\u1ef1c quan n\u00e0y. Tuy nhi\u00ean, vi\u1ec7c th\u1ed1ng nh\u1ea5t to\u00e0n b\u1ed9 t\u1ed5 ch\u1ee9c th\u00f4ng qua m\u1ed9t m\u1ee5c \u0111\u00edch chung l\u00e0 m\u1ed9t quan \u0111i\u1ec3m to\u00e0n di\u1ec7n v\u00e0 chi\u1ebfn l\u01b0\u1ee3c h\u01a1n v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. Kh\u00f4ng ch\u1ec9 li\u00ean quan \u0111\u1ebfn c\u00e1c nh\u00f3m ti\u1ebfp th\u1ecb v\u00e0 truy\u1ec1n th\u00f4ng, m\u00e0 c\u00f2n li\u00ean quan \u0111\u1ebfn c\u00e1c ch\u1ee9c n\u0103ng l\u1eadp k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c, c\u00e1c chuy\u00ean gia \u0111\u1ed5i m\u1edbi, b\u1ed9 ph\u1eadn nh\u00e2n s\u1ef1 v\u00e0 nh\u1eefng ng\u01b0\u1eddi ti\u00ean  v\u1ec1 t\u00ednh b\u1ec1n v\u1eefng.<\/p>\n\n\n\n<p>C\u1ea7n t\u1eadn d\u1ee5ng m\u1ee5c \u0111\u00edch c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 truy\u1ec1n c\u1ea3m h\u1ee9ng cho c\u1ea3 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau b\u00ean trong v\u00e0 b\u00ean ngo\u00e0i t\u1ed5 ch\u1ee9c. N\u00f3 \u0111\u00f3ng vai tr\u00f2 t\u00edch c\u1ef1c trong h\u00e0nh tr\u00ecnh ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng c\u1ee7a c\u00f4ng ty, gi\u00fap x\u00e2y d\u1ef1ng v\u00e0 nu\u00f4i d\u01b0\u1ee1ng v\u0103n h\u00f3a b\u1ec1n v\u1eefng. Theo th\u1eddi gian, \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 thay \u0111\u1ed5i h\u00e0nh vi, t\u1ea1o ra nh\u1eefng con \u0111\u01b0\u1eddng d\u1eabn \u0111\u1ebfn s\u1ef1 \u0111\u1ed5i m\u1edbi v\u00e0 gi\u00fap c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ph\u00e1t tri\u1ec3n v\u1eefng ch\u1eafc trong t\u01b0\u01a1ng lai.<\/p>\n\n\n\n<p>Ch\u00fang ta c\u00f3 th\u1ec3 suy ngh\u0129 v\u1ec1 vi\u1ec7c bi\u1ebfn t\u00ednh b\u1ec1n v\u1eefng th\u00e0nh h\u00e0nh \u0111\u1ed9ng th\u1ef1c t\u1ebf thay v\u00ec ch\u1ec9 li\u1ec7t k\u00ea trong b\u00e1o c\u00e1o th\u01b0\u1eddng ni\u00ean. Vi\u1ec7c t\u1ea1o ra v\u00e0 cung c\u1ea5p nh\u1eefng tr\u1ea3i nghi\u1ec7m mang m\u1ee5c \u0111\u00edch v\u00e0 chi\u1ebfn l\u01b0\u1ee3c b\u1ec1n v\u1eefng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0o cu\u1ed9c s\u1ed1ng gi\u00fap t\u00ednh b\u1ec1n v\u1eefng hi\u1ec7u qu\u1ea3 h\u01a1n, l\u00e0m cho n\u00f3 ph\u00f9 h\u1ee3p, c\u00f3 \u00fd ngh\u0129a v\u00e0 cho ph\u00e9p m\u1ecdi \u0111\u1ed1i t\u01b0\u1ee3ng t\u01b0\u01a1ng t\u00e1c v\u00e0 tham gia.<\/p>\n\n\n\n<p>M\u1ed9t v\u00ed d\u1ee5 v\u1ec1 m\u1ed9t c\u00f4ng ty Vi\u1ec7t Nam \u0111\u00e3 l\u00e0m theo h\u01b0\u1edbng n\u00e0y l\u00e0 c\u00f4ng ty qu\u1ea3n l\u00fd qu\u1ef9 \u0111\u1ea7u t\u01b0 t\u01b0 nh\u00e2n Dragon Capital Group. \u0110\u01b0\u1ee3c c\u00f4ng nh\u1eadn v\u1ec1 cam k\u1ebft c\u1ea3i thi\u1ec7n qu\u1ea3n tr\u1ecb doanh nghi\u1ec7p v\u00e0 t\u1ea1o ra gi\u00e1 tr\u1ecb chung, m\u1ee5c \u0111\u00edch c\u1ee7a Dragon Capital l\u00e0 b\u1ea3o v\u1ec7 s\u1ef1 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng c\u1ee7a m\u00f4i tr\u01b0\u1eddng, x\u00e3 h\u1ed9i v\u00e0 kinh t\u1ebf t\u1ea1i Vi\u1ec7t Nam v\u00e0 c\u00e1c qu\u1ed1c gia kh\u00e1c th\u00f4ng qua c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 c\u00f3 tr\u00e1ch nhi\u1ec7m v\u00e0 khung qu\u1ea3n l\u00fd ESG.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">C\u00e1c b\u01b0\u1edbc ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng cho c\u00e1c c\u00f4ng ty Vi\u1ec7t Nam l\u00e0 g\u00ec<\/h4>\n\n\n\n<p>1. Th\u00fac \u0111\u1ea9y s\u1ef1 tham gia c\u1ee7a c\u00e1c b\u00ean li\u00ean quan v\u00e0 \u0111\u00e1nh gi\u00e1 t\u00ednh tr\u1ecdng y\u1ebfu \u0111\u1ec3 t\u1eadp trung v\u00e0o c\u00e1c v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng, cung c\u1ea5p th\u00f4ng tin cho vi\u1ec7c qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c c\u00e1c r\u1ee7i ro kinh doanh.<\/p>\n\n\n\n<p>2. T\u00edch h\u1ee3p c\u00e1c chi\u1ebfn l\u01b0\u1ee3c kinh doanh v\u00e0 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng th\u00f4ng qua l\u0103ng k\u00ednh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 h\u01b0\u1edbng d\u1eabn ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c, t\u1ea1o ra nh\u1eefng tr\u1ea3i nghi\u1ec7m c\u00f3 \u00fd ngh\u0129a v\u00e0 gi\u00fap x\u00e2y d\u1ef1ng v\u0103n h\u00f3a ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng.<\/p>\n\n\n\n<p>3. V\u1edbi m\u1ed1i quan t\u00e2m to\u00e0n c\u1ea7u v\u1ec1 t\u00ednh b\u1ec1n v\u1eefng \u0111ang \u1edf m\u1ee9c cao nh\u1ea5t m\u1ecdi th\u1eddi \u0111\u1ea1i, c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p c\u1ee7a Vi\u1ec7t Nam ph\u1ea3i gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 b\u1ec1n v\u1eefng v\u00e0 truy\u1ec1n \u0111\u1ea1t ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp c\u1eadn c\u1ee7a h\u1ecd m\u1ed9t c\u00e1ch to\u00e0n di\u1ec7n v\u00e0 \u0111\u00e1ng tin c\u1eady \u0111\u1ec3 tr\u00e1nh b\u1ecb c\u00e1o bu\u1ed9c \u201cl\u00e0m xanh\u201d.<\/p>\n\n\n\n<p>Vi\u1ec7t Nam, m\u1ed9t qu\u1ed1c gia tr\u1ebb v\u00e0 n\u0103ng \u0111\u1ed9ng v\u1edbi v\u0103n h\u00f3a kh\u1edfi nghi\u1ec7p v\u00e0 ngu\u1ed3n l\u1ef1c d\u1ed3i d\u00e0o, \u0111ang \u0111\u1ee9ng tr\u01b0\u1edbc c\u01a1 h\u1ed9i \u0111\u1ecbnh h\u00ecnh c\u00e2u chuy\u1ec7n ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng v\u00e0 t\u0103ng tr\u01b0\u1edfng chung.<\/p>\n\n\n\n<p>X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng th\u1ef1c s\u1ef1 l\u00e0 \u0111\u1ecbnh h\u00ecnh b\u1eb1ng th\u1ef1c ch\u1ea5t h\u01a1n l\u00e0 ph\u00e1t t\u00edn hi\u1ec7u tr\u00ean b\u1ec1 m\u1eb7t.<\/p>\n\n\n\n<p>C\u01a1 h\u1ed9i cho c\u00e1c c\u00f4ng ty Vi\u1ec7t Nam l\u00e0 ch\u1ee9ng minh m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd.<\/p>\n\n\n\n<p><em>B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0\u1ee3c xu\u1ea5t b\u1ea3n l\u1ea7n \u0111\u1ea7u ti\u00ean trong <a href=\"http:\/\/sustainablevietnam.com\/2022\/05\/04\/sustainability-branding\/\">Sustainable Vietnam: A Focus on Sustainability, Partnerships, and Impact<\/a>&nbsp;v\u00e0o ng\u00e0y 4 th\u00e1ng 5 n\u0103m 2022.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00dd t\u01b0\u1edfng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng d\u01b0\u1eddng nh\u01b0 l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m g\u00e2y tranh c\u00e3i. \u0110\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 ng\u01b0\u1eddi, n\u00f3 mang \u00fd ngh\u0129a \u0111\u00e1nh b\u00f3ng t\u00ean tu\u1ed5i. Tuy nhi\u00ean, gi\u1ed1ng nh\u01b0 vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u chi\u1ebfn l\u01b0\u1ee3c kh\u00f4ng ch\u1ec9 l\u00e0 logo v\u00e0 kh\u1ea9u hi\u1ec7u, x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng li\u00ean &hellip; <a href=\"https:\/\/sedgwick-richardson.com\/vi\/views\/sustainability-branding\/\">Continued<\/a><\/p>\n","protected":false},"featured_media":25682,"parent":0,"template":"","cpt_views_category":[157],"cpt_views_author":[233],"class_list":["post-6893","cpt-views","type-cpt-views","status-publish","has-post-thumbnail","hentry","cpt_views_category-articles-vi","cpt_views_author-dominic-mason-vi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng + Th\u01b0\u01a1ng hi\u1ec7u - Sedgwick Richardson<\/title>\n<meta name=\"description\" content=\"The idea of sustainability branding as a concept may seem contentious. 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