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This book is an ethnographic case study, based on first hand observation, of family businesses in the northern Vietnamese village of Ninh Hiệp along the Red River Delta, which became a major hub for textiles in the wake of the country’s shift towards market socialism. The author explores how the traders experience, negotiate and react to a marketization process that is markedly shaped by the state’s morally ambivalent governance, and which can be thus characterised as an admixture of socialist and neoliberal ideologies. More