As emerging markets attract growing numbers of multinational firms, competition for skilled talent has intensified amid persistent shortages, with demand far exceeding supply. Yet, despite the strategic importance of attracting and retaining this talent, limited research has examined what motivates highly skilled professionals in emerging economies such as Vietnam. Drawing on 42 semi-structured interviews with young Vietnamese talent employed in Western companies operating in Vietnam, this study examines talent motivations through the combined lenses of motivational and cross-cultural theories. Our findings reveal a notable cultural paradox among Vietnamese talent. While Vietnam is commonly portrayed as a tradition-oriented and collectivist society, the new generation of talent is primarily driven by intrinsic individualistic motivations that emphasize self-development, autonomy, and career achievement. By contrast, extrinsic motivations reflect a more complex configuration in which traditional cultural orientations are blended with modern expectations, valuing both social relationships and participation in decision-making. This coexistence points to the emergence of a distinct talent subculture within Vietnamese society, shaped by the country’s ongoing economic and cultural transformation. By highlighting the complex interplay between intrinsic individualistic motivations and nuanced extrinsic factors, this study challenges rigid bipolar models in cross-cultural research and offers new insights into talent retention in emerging contexts.
Cote et al. (Sat,) studied this question.