Research Paper
Year: 2023 | Month: March | Volume: 10 | Issue: 3 | Pages: 512-530
DOI: https://doi.org/10.52403/ijrr.20230359
Factor Affecting the Competing Capability of Natural Favor Product in The Global Market Under Digital Transformation: Evidence from Vietnam
Hoang Duong Nguyen1, Thi Tuoi Bui2, Thuong Lang Nguyen3, Trung Kien Nguyen4
1,2,3School of Trade and International Economics, National Economics University, Ha Noi, Vietnam
4School of Advanced Educational Programs, National Economics University, Ha Noi, Vietnam
Corresponding Author: Hoang Duong Nguyen
ABSTRACT
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.
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