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The WTO, marketing and innovativeness capabilities of Vietnamese firms

机译：越南企业的WTO，营销和创新能力

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Purpose - This study aims to explore the impact of Vietnamese firms' expectations of opportunities provided by the World Trade Organization (WTO) - expected WTO opportunities - on their marketing and innovativeness capabilities, and subsequently, on business performance. Design/methodology/approach - Using a sample of 323 Vietnamese firms in Ho Chi Minh City, a model incorporating expected WTO opportunities, marketing and innovativeness capabilities, and business performance by means of structural equation modeling was tested. Findings - It was found that expected WTO opportunities had positive impacts on both marketing and innovativeness capabilities. Further, marketing and innovativeness capabilities underlie business performance of Vietnamese firms. Research limitations/implications - A key limitation of this study is the examination of the impact of expected WTO on only two firm capabilities: marketing and innovativeness. There might be several other firm capabilities that may be affected by expected WTO such as entrepreneurial orientation and learning orientation. Practical implications - The results of this study suggest that firms should be prepared to take advantage of the WTO: to evaluate its opportunities, as well as threats, in order to design and implement appropriate strategies for doing business in a new and challenging environment. Originality/value - This is the first study of this type on Vietnam's entry into the WTO as an important event for Vietnamese firms. The findings of this study suggest expected WTO opportunities play an important role in strengthening marketing and innovativeness capabilities, and subsequently, on business performance.
机译：目的-这项研究旨在探讨越南公司对世界贸易组织（WTO）提供的机会的期望-预期的WTO机会-对他们的营销和创新能力以及随后对业务绩效的影响。设计/方法/方法-使用胡志明市的323家越南公司的样本，通过结构方程模型对包含预期WTO机会，营销和创新能力以及业务绩效的模型进行了测试。调查结果-发现预期的WTO机会对营销和创新能力均具有积极影响。此外，营销和创新能力是越南公司业务绩效的基础。研究局限性/含义-这项研究的主要局限性是检验预期的WTO对仅有的两种公司能力的影响：营销和创新。可能会有其他一些受预期的WTO影响的公司能力，例如创业导向和学习导向。实际意义-这项研究的结果表明，企业应该准备好利用WTO：评估其机会和威胁，以便设计和实施在新的充满挑战的环境中开展业务的适当策略。原创性/价值-这是对越南加入WTO作为越南公司的重要事件的首次此类研究。这项研究的结果表明，预期的WTO机会将在加强营销和创新能力以及随后的业务绩效方面发挥重要作用。

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