Designing a security software distribution channel strategy in the digital world | |
| Author | Nguyen Quang Trong |
| Call Number | AIT Diss. no.DBA-SOM-26-07 |
| Subject(s) | Strategic planning--Vietnam Electronic trading of securities--Vietnam Marketing channels--Vietnam |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | This action research study investigates the design of an optimized B2B distribution channel strategy for SecureGuard within the complex cybersecurity landscape of Vietnam. Faced with intense competition and low local visibility, the study addresses the need for a localized strategic approach to product positioning and channel governance in an AI-driven digital world. Employing an action research methodology supported by thematic coding of 23 expert interviews, the research identifies that successful positioning transcends technical superiority, requiring a robust alignment of internal capabilities and relational trust. The study develops two original frameworks, the Interpretive-Governance Positioning (IGP) model and the Capability–Translation–Governance (CTG) model, to bridge the gap between global AI capabilities and local market execution. Findings demonstrate that strategic success is predicated on three pillars: strengthening local technical presence through Vietnamese-language support, empowering channel partners via tiered incentives and co-branded marketing, and localizing AI interfaces to meet specific domestic regulatory and cultural needs. Furthermore, the study integrates a Balanced Scorecard approach to systematically measure performance across customer satisfaction, partner engagement, and financial growth. The thesis concludes that SecureGuard’ s competitive advantage in Vietnam depends on a strategic shift from pure product innovation to a sustained, localized investment in channel relationships and governance structures. |
| Year | 2026 |
| Type | Dissertation |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Doctor of Philosophy in Business Administration (Publication code = DBA-SM, SM) |
| Chairperson(s) | Badir, Yuosre F.M.; |
| Examination Committee(s) | Chaklam Silpasuwanchai;Junaid, Muhammad; |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2026 |
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