ROLE OF CUSTOMER-CENTRIC APPROACH AND ENTREPRENEURIAL ORIENTATION ON INNOVATION AMBIDEXTERITY OF SMES IN VIETNAM

Mạc Thuý Ngân; Nguyễn Thị Hạnh; Trần Tố Quyên; Dương Hương Giang; Trịnh Thị Tiểu Mai; Phan Hà Lê

doi:10.34238/tnu-jst.11679

ROLE OF CUSTOMER-CENTRIC APPROACH AND ENTREPRENEURIAL ORIENTATION ON INNOVATION AMBIDEXTERITY OF SMES IN VIETNAM

About this article

Received: 11/12/24 Revised: 27/03/25 Published: 28/03/25

Authors

1. Mac Thuy Ngan, Foreign Trade University
2. Nguyen Thi Hanh , Foreign Trade University
3. Tran To Quyen, Foreign Trade University
4. Duong Huong Giang, Foreign Trade University
5. Trinh Thi Tieu Mai, Foreign Trade University
6. Phan Ha Le, Foreign Trade University

Abstract

This study examines the impact of a customer-centric approach and entrepreneurial orientation on innovation ambidexterity in Vietnamese small and medium enterprises. Although research on innovation ambidexterity has primarily focused on large firms, studies addressing the unique challenges small and medium enterprises face in balancing explorative and exploitative innovation, especially within the Vietnamese context remain limited. Using PLS-SEM analysis on data from 142 small and medium enterprises managers and team leaders, the findings reveal that both customer-centricity and entrepreneurial orientation positively influence ambidextrous innovation. Additionally, entrepreneurial orientation mediates this relationship, helping small and medium enterprises address both emerging and current market demands. This research enriches the literature of innovation ambidexterity by applying the Resource-Based View and Dynamic Capability Theory to small and medium enterprises in a developing market and offers practical managerial implications for these firms.

Keywords

Customer-centric approach; Entrepreneurial orientation; Innovation ambidexterity; Small and medium enterprises; PLS-SEM

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DOI: https://doi.org/10.34238/tnu-jst.11679

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