Abstract
In today's global era where geopolitical shifts and regulatory uncertainties are on the rise, businesses must develop strategic resilience to navigate borderlands—dynamic spaces defined by institutional disruption, regulatory ambiguity, and cultural hybridity that can have negative influence on market entry and long-term sustainability (Apooyin, 2025; Kormakova et al., 2023).This study examines how British chocolate company-a leading multinational chocolate brand- integrates sustainability strategies and simultaneously navigating Vietnam’s regulatory, economic, and socio-political borderlands.
This research aligns with the British Academy of Management (BAM) Strategy Track by addressing how businesses can transform borderlands from barriers into strategic pathways to foster sustainability and remain competitive in complex emerging markets. Using the VUCA (Vulnerability, Uncertainty, Complexity, Ambiguity) framework on their supply chain, this research can inform ongoing debates on cross-border stabilising, corporate sustainability, and business model adaptation in volatile institutional environments. The findings will provide real-time insights into how multinational corporations can thrive in transitional economies, develop strategic resilience, and create opportunities amidst regulatory uncertainty.