| Abstrakt: |
This paper draws upon the contingency theory and generic strategy framework to examine the impact of innovative culture and the strategic alignment between this culture and cost-leadership and differentiation strategy on restaurant performance of small restaurants in Vietnam. Data were collected by sending out an online survey to 175 small restaurants in Vietnam. Partial least-squared structural equation modeling was used to examine data. The results indicate that innovative culture enhances restaurant performance. Besides, the alignment between innovative culture and differentiation strategy induces restaurant performance, while the alignment between this culture and cost-leadership strategy does not. In this regard, this study addresses the role of strategic alignment in restaurant settings and contributes to the theoretical development of the contingency theory. In addition, this study also provides some practical implications for managers of small restaurants in Vietnam. [ABSTRACT FROM AUTHOR] |
