As data becomes a strategic asset, several enterprises have taken the lead in innovating their management, integrating data, technology, and corporate culture to enhance operational efficiency, gain competitive advantages, and establish a distinct presence in the market.

Transforming Data into Management Power

With the market constantly evolving, businesses are compelled to restructure continuously to stay adaptable. The emergence of AI technologies like ChatGPT at the end of 2022 marked the beginning of an era in which data has become a strategic asset, making transformation imperative for large corporations.

At ROX Group, the leadership team has identified management reform as a vital factor for maintaining effectiveness and agility in responding to fluctuations and proactively shaping the future. Therefore, starting in 2023, the Group launched a large-scale restructuring program based on six pillars: brand repositioning, digital transformation, corporate culture building, risk management, performance measurement through data, and agile management.

Automated data extraction and virtual MC application at the ROX Up 2025 Business Conference.

With an innovative and creative mindset, ROX Group has applied technology throughout its operations to enhance corporate management quality. At the heart of the strategy lies the construction of a solid data infrastructure, including enterprise data warehouse (EDW) and customer data platform (CDP) systems, through the integration of ERP, SAP, and BI tools. ROX is also among the few Vietnamese companies to have independently developed EDW, CDP, and risk management platforms, demonstrating strong internal technological capabilities.

To ensure that investments are made in the right direction, ROX applies Gartner's reference framework for each system development phase. At the same time, the Group accelerates the digitalization of its entire operational chain and invests in R&D to optimize productivity and enable real-time decision-making.

Digital Culture – A Lever for Comprehensive Innovation

What sets ROX Group's management strategy apart is not only its investment in technological innovation but also its commitment to building a corporate culture as a soft management tool that drives performance and system alignment. Each year, a cultural theme is introduced to foster team cohesion and promote a unified spirit of action.

In 2025, the theme "Data Talks" was selected, guiding the entire system toward practicing digital culture, where every action is quantified, and every result is measurable. At ROX Group, data is not only used for operations but also to evaluate individual contributions with specific indicators, from work effectiveness to humanistic values.

Technology becomes the core of the operating system, enabling ROX Group to implement a digital culture.

Cultural initiatives such as the ROXMei 2025 series, in celebration of the Group's Founding Day (May 19, 1996 – May 19, 2025), continue to spread the "Data Talks" spirit through internal engagement activities and the promotion of community responsibility. Every meaningful action—such as a lunch shared, a heartfelt home visit, or an inspiring article about the brand—is converted into a “Living Beautifully" badge. For each badge awarded to employees, ROX Group donates VND 50,000 to the "ROX Share – Sharing Love" program. In this way, data becomes more than just numbers—it becomes the language that reflects organizational culture.

CEO Tran Xuan Quang affirmed, “The core of digital transformation is not just about technology—it is about the ability to practice digital culture, where data drives every decision and action. When every effort is transparently measured, the organization operates more effectively and fosters a culture of continuous improvement at every level."

ROX Group's management model, which fully leverages the power of both technology and culture, has been recognized by international experts. At the 2025 Stevie Awards, the Group won the Gold Award in Innovative Management. According to the judging panel, “The restructuring, digital transformation, and risk management initiatives demonstrate a comprehensive strategy that balances operational efficiency, technological advancement, and corporate cultural development at ROX Group."

Mr. Ta Ngoc Da, Deputy CEO of ROX Group, receives the Gold Stevie Award 2025.

In 2024, ROX Group recorded numerous positive results from its governance innovation strategy. The Organizational Health Index (OHI) improved across all criteria, with highlights in work environment (86 points) and organizational capability (87 points). The cultural maturity index increased by 13 points compared to the previous year, indicating significant progress in organizational thinking and behavior. Brand awareness and favorability reached nearly 100%.

After 29 years of development, ROX Group has defined its role as a pioneering multi-sector investment corporation and built a brand identity based on three core values: innovation, humanism, and internationalism. Its mission—"Creating Convenient And Beneficial Values For Life"—is realized through three value layers: Living Beautifully – spreading humanistic spirit, acting kindly and responsibly towards the community, society, and the environment; Living Meaningfully – delivering superior products and services, encouraging and inspiring a lifestyle that balances physical and mental well-being; and Living Luxuriously – applying international standards in governance, operations, and product/service development. ROX Group's modern management approach not only enhances employee performance but also strengthens their pride in the company they are committed to. The system of valuable convenience, built persistently by employees out of love for the organization, has brought positive contributions to customers, communities, and society.

From data to culture, from technology to people, ROX's management system continuously evolves to adapt to the future. This is the foundation enabling the Group to expand its influence in strategic sectors such as urban and industrial zone development, hospitality and resorts, energy, services and operations management, technology, and financial investment.