Presentation Details

The Fourth International Conference on Knowledge, Culture and Change in Organisations

The Cultural Impact of Globalization and Market Liberalization on the Vietnam Coffee Industry

Dr. Annette Craven, Dr Nursen Zanca, Dr Pat LeMay Burr.

The International Coffee Organization started in 1962 and controlled supply and demand of the coffee industry until the late 1980s. In 1989, the U.S., a major member of the ICO, exited in the interest of market liberalization.
A major coffee crisis began and four corporate giants took over the demand side of the coffee industry: Nestle, Proctor & Gamble, Kraft and Sara Lee. On the supply side there remained 25 million coffeeproducers. Vietnam is one coffee-producing country severely impacted by these changes. The
primary purpose of this paper was to consider the cultural impact of (a) Vietnam's tremendous growth and major events in the coffee industry, and (b) Vietnam's strategic move toward membership in the World Trade Organization,
which requires market liberalization.


Dr. Annette Craven  (United States)
Assistant Professor in Business
H-E-B School of Business and Administration
University of the Incarnate Word

Annette E. Craven, Assistant Professor at the University of the Incarnate Word in San Antonio, TX, has a Ph.D. in Higher Education, Adult Studies & Human Communications; Masters of Human Relations; Masters of Education in Adult Training & Development; and a Bachelor of Science in Business Administration. She is also Director of Accreditation for the H-E-B School of Business and Administration, a CPA, and a senior consultant for a change management firm. She has expertise in leadership, performance management, change management, human relations, and organizational development.

Dr Nursen Zanca  (United States)

University of the Incarnate Word

Dr Pat LeMay Burr  (United States)

University of the Incarnate Word

  • International Coffee Organization
  • Vietnam
  • Globalization
  • Market Liberalization
  • Coffee Industry
  • United States

(30 min. Conference Paper, English)