News@Ivey · Jaclyn Shaw

Business lessons from Vietnam: A transformative Ivey EMBA experience

Apr 4, 2025

The Ivey EMBA class in Vietnam — A group of Ivey EMBA participants in Vietnam

Jaclyn Shaw, an EMBA ’25 candidate, recently travelled to Vietnam with her cohort as part of the 2025 Ivey EMBA Discovery Expedition – a week-long experience designed to sharpen participants’ international business skills while immersing them in the local culture. In the reflection below, she shares key insights from the trip.

When you begin the Ivey EMBA, the international trip to Vietnam feels like a distant milestone. But time flies. One moment you're reading cases, and next you're stepping off a long-haul flight into the heart of Southeast Asia, eager to explore a new country with your classmates. The Discovery Expedition to Vietnam was more than an academic milestone – it was a transformative experience. Over one immersive week, we stepped out of the classroom and into real-world business scenarios, navigating cultural differences and applying strategic thinking in an unfamiliar setting. We not only engaged with local business leaders and experts but also strengthened our bonds with one another.

We engaged with Vietnamese companies to get a good background on their business, conducting extensive groundwork to assess whether Vietnam presents a viable next step for international expansion. This kind of on-the-ground exploration provides invaluable insights that go far beyond what can be learned from research alone.

Exploring market viability

Our core mission during the trip was to assess the viability of exporting Canadian turkey to Vietnam. To gain insights, we spoke with butchers and wet market workers. We even hired a translator to help facilitate conversations. It was incredible how open and generous people were with their insights on food safety, cultural preferences, and Vietnam’s ongoing modernization.

We met industry experts like Henri Thomas from Food Source International Vietnam and representatives from the Canadian Consulate, including Minh Truong and Tran Le (Susu) Khac. Through these discussions, it became clear that Vietnam’s rising middle class is driving evolving consumer behaviours, particularly in urban centres like Ho Chi Minh City (or Saigon, as locals refer to it).

Learning through action

Throughout the week, we met with executives from various industries, gaining insights into their business strategies, financial and economic frameworks, and global perspectives on marketing and consumer behaviour. More importantly, we saw their leadership and organizational concepts in action.

These interactions brought our classroom lessons to life, forming a real-world, comprehensive picture of how these principles apply in an emerging market. It was a chance to ask thoughtful questions, engage in thought-provoking discussions, and witness the realities of doing business on the ground. The experience was both eye-opening and incredibly exciting.

Relationships matter

One lesson stood out above all else: the importance of relationship-building. Vietnam is a vibrant, fast-growing economy with immense potential, but conducting business there requires strong local partnerships and patience with bureaucracy. Unlike Canada’s more transactional style, business in Vietnam is rooted in personal connection. This difference was reinforced in every meeting and every handshake. The Vietnamese people were incredibly open, even discussing economic growth over egg coffee at the RuNam d’Or café.

This human-centred approach to business reminded me why I love what I do. My background is in business development, but I had never worked in exports or the Asian market. And yet, my ability to build rapport and communicate transcended both industry and geography. It reaffirmed my love for building relationships and meeting new people, proving that success isn’t just about experience – it’s about drive, adaptability, and determination.

Culture and community

Of course, the trip wasn’t all meetings and market analysis. Ivey designed an unforgettable itinerary blending business learning with rich cultural experiences. We rode Vespas through the chaotic traffic of Ho Chi Minh City, and visited the breathtaking Mekong Delta.

By week’s end, what once was daunting – like crossing the street – became effortless. Wandering through vibrant pedestrian markets, sipping iced beer, enjoying multiple fresh coconut waters daily, or even having dinner for breakfast became our new normal. It was the perfect balance of adventure and relaxation – from poolside conversations with classmates to more spa visits in one week than I probably have in a year!

What stood out was the warmth and kindness of the Vietnamese people. Their sense of community left a lasting impact and reshaped how I'll think of Vietnam. It opened my eyes to the vast opportunities for Canadian businesses in the region. Vietnam’s market is thriving and charging toward its goal of becoming a high-income nation by 2045. With Canada offering stability and a well-regulated market, the two countries complement each other well for trade and investment.

Personal growth

This trip not only deepened my market insights, but also expanded my professional network in meaningful ways. It’s an experience that will continue to shape my growth, and I can’t wait to return! Our team leveraged individual strengths, challenged each other, and left Vietnam with greater knowledge of foreign markets and stronger connections.

Collaborating in Vietnam was unforgettable. It reaffirmed my passion for working with driven, enthusiastic people. You never know where experiences like this can lead you!