Factor Affecting the Competing Capability of Natural Favor Product in The Global Market Under Digital Transformation: Evidence from Vietnam
| Autor: | Hoang Duong Nguyen, Thi Tuoi Bui, Thuong Lang Nguyen |
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| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | International Journal of Research and Review. 10:512-530 |
| ISSN: | 2349-9788 2454-2237 |
| Popis: | This study aims to fill the gap in considering factors affecting the competing capability of Vietnamese natural flavor products under the digital transformation by discussing and testing the impact of 7 factors (research and development; market orientation; digital transformation; awareness of difference; substitute goods; product innovation; product differentiation) to the competing capability of natural flavor products. The test results with partial least squares structural modeling technique (PLS-SEM) with SmartPLS software version 4 on a sample of 358 enterprises show that the hypotheses are supported by the data. Theoretically, the research contributes to a deeper understanding of the concept of product competing capability. Practically, it helps managers identify that in order to improve product competing capability, it is necessary to recognize the factors affecting them. Keywords: Competing capability, factors, impacts, natural flavors, products. |
| Databáze: | OpenAIRE |
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