The relationship between market orientation, learning orientation and business results of hotel and restaurant enterprises: A case study in Ho Chi Minh City

Dynamic capabilities theory explains the formation of three business resources: knowledge, innovation and performance. This theory also explains the relationship between these three resources and business performance (Teece, 1997). When resources become dynamic capabilities, they will bring business performance to the enterprise.

In the face of the impact of environmental factors, the first component of the IO theory (structure market), businesses need to be aware of the level of environmental impact. Social cognitive theory and IO theory (specifically the second component - strategy implementation (Conduct)) will explain the behavior of businesses in implementing strategies, which are UDTT, UDHH, and innovation. However, implementing the three resource strategies is not easy, businesses need to require knowledge applied within the organization. Knowledge theory is explained the process of implementing human resource strategies to create better business results than competitors. IO theory is also used to explain that when businesses implement strategies, it will create competitive advantages and bring about business performance in the same industry.

In IO theory, the thesis mainly uses to explain the existence of the concept of studying the business environment factor and the moderating role of the relationship between innovation, business environment, and innovation to the business results of enterprises. This is the new point of the thesis applied in this research model.

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2.3 Summary of related studies

2.3.1 Foreign studies

Inkumsah, Abdul-Hamid, and Angenu (2021) studied the impact of learning orientation on innovative service development, business growth, and profitability in the insurance sector. The study was based on the human capital theory (RBV) and dynamic capabilities of the firm. Three hundred and five (305) middle and top managers of insurance, brokerage, and underwriting firms in Ghana were surveyed. The findings indicated that commitment to learning and sharing knowledge under the learning orientation positively and significantly affected innovative service development activities. Similarly, the results also showed that the development

Innovative services have a positive and significant impact on business performance. The study suggests that a commitment to learning and shared vision requires insurers, brokers and underwriters to be more proactive in introducing innovative service development activities.

Phorncharoen (2020) studied the causal relationship model between factors affecting performance in Thai real estate business. With 555 samples of entrepreneurs randomly selected by multi-stage sampling method. A questionnaire was used to collect data and analyzed with SEM. The model created was appropriate. The results showed that it was statistically significant that MO positively affected performance, innovativeness (IN) and learning orientation (LO) (p < 0.001). Learning orientation positively affected innovativeness (p < 0.05) but had a negligible effect on performance (p > 0.05). Finally, innovativeness positively affected performance (p < 0.001). In addition, learning orientation was a mediator between MO and innovation. The antecedent factors (MO, IN and LO) jointly explained the causal relationship model influencing performance at 62.80%. Therefore, entrepreneurs can achieve performance by considering and implementing mainly activities related to UDTT and innovation.

Amin (2015) studied the impact of entrepreneurial orientation and learning orientation on the performance of SMEs. A total of 200 SMEs from the electronics sector and 250 SMEs from the food and beverage industries were randomly selected. The results of this study showed that entrepreneurial orientation dimensions (innovation, proactiveness, and risk taking) and learning orientation had a significant relationship with the performance of SMEs. In this context, entrepreneurial orientation contributes significantly to the performance of SMEs as learning orientation is considered as an investment and a key factor for the survival of SMEs.

- Pardi et al. (2014) with the research topic " The impact of entrepreneurship and business orientation on entrepreneurship, innovation, competitive advantage and business results ".

The subjects of the survey were owners of small and medium enterprises in Central Java, Indonesia. The objectives of this study were to examine and explain the results of entrepreneurship orientation, innovation, and business performance; entrepreneurship orientation towards innovation, competitive advantage, and business performance; entrepreneurial orientation towards learning, competitive advantage, and business performance; innovation competitive advantage, and business performance, and competitive advantage for business performance. In the survey, questionnaires were randomly distributed to 97 owners of small and medium enterprises in Central Java, Indonesia as respondents. Furthermore, the data were analyzed using SEM analysis of variance using GSCA software. The research method was conducted using quantitative research method through questionnaire survey.

Orientation

market

Renew

Orientation

learn

Result

business

Orientation

compete

Advantages

side by side

Figure 2.2 Research model of Pardi et al. (2014)

The results of this study indicate that: Marketing performance does not significantly affect marketing performance; Marketing performance significantly affects business performance; Marketing performance significantly affects innovation; Business performance significantly affects competitive advantage; Business performance significantly affects competitive advantage; Business performance does not significantly affect business performance; Competitive orientation significantly affects business performance; Competitive orientation significantly affects competitive advantage; Competitive orientation affects competitive advantage; Business orientation does not affect

on marketing performance; innovation significantly affects competitive advantage; innovation significantly affects marketing performance and competitive advantage significantly affects marketing performance.

Limitations of the study: first, the primary data were collected by self-assessing respondents' perceptions of the study variables, so there is a possibility of bias in respondents' answers; second, this study is cross-sectional, so it cannot see the motivation of the research subjects over time, especially with regard to market variables, economic orientation, and DHHH, the results of which can only be measured over a long period of time.

- Mahmoud Abdulai Mahmoud et al. (2016) with research topic

“Innovation, Innovation and Business Performance: The Mediating Role of Innovation”.

The survey subjects were senior managers of banks in Ghana.

The objective of the study is to examine the relationship between ICT, EE and innovation; to assess the role of innovation, ICT and EE on firm performance using a developing country as the research context.

Model:

Market orientation

Renew

Business results

Learning Orientation

Figure 2.3 Research model of Mahmoud Abdulai Mahmoud et al. (2016)

Research Methodology: Following a nationwide survey among senior managers of 28 banks in Ghana, five research propositions were tested using multiple linear regression analysis. The results showed that UD has a significant relationship with innovation while UD has a significant impact on innovation. Furthermore, innovation mediates the relationship between UD and

KDQ. In terms of practical significance, this study will help bank managers especially in Ghana and other developing countries to appreciate these marketing variables. In terms of social significance, the banks’ innovation efforts, in sync with the development of a culture of UD and improvements in the learning process, must benefit customers and stakeholders. In terms of value, this study will help banks in Ghana and other developing countries to appreciate their innovation efforts, in sync with the development of a culture of UD and improvements in the organizational learning process. The limitation of the study is the small sample size; the results showed that there were no significant differences between the groups.

- Abeer Zayed and Nawal Alawad (2017) with the research topic "The relationship between ICT, innovation, and business performance of small and medium enterprises in Egypt".

Market orientation

Renew

Business results

business

Learning Orientation

Culture

The sample was employees of small and medium-sized enterprises in Egypt. The study aims to examine the mediating role of innovation between market and innovation and business performance in small and medium-sized enterprises as well as to examine the role of culture in strengthening the relationship between innovation and business performance. The sample was surveyed from 35 Egyptian enterprises classified as small and medium-sized enterprises with the number of employees ranging from 8 to 300. In addition, the paper selected from industries in both manufacturing and service sectors.

Figure 2.4 Research model of Abeer Zayed and Nawal Alawad (2017)

The results showed that there was a significant change in innovation due to the UD, but the hypothesis H2 was rejected and the results indicated that there was no significant relationship between UD and innovation and indicated that people like to learn from others. Furthermore, the hypothesis H3 was confirmed that there was a significant positive relationship between innovation and business performance. The hypothesis H4: Culture moderates the relationship between innovation and business performance and finally the results confirmed that there was a significant change in performance according to different UD. The findings of this study indicated that enterprises should enhance UD and innovation. The research model includes the independent variables: UD, UD; the mediating variable is Innovation; the moderating variable is Culture; and the dependent variable is KD. Limitations: First, the study used cross-sectional data which does not allow for the interpretation of the temporal sequence of the relationships between UD, cultural innovation and business performance; Second, the relatively small sample size may not be representative of SMEs in Egypt; third, the accuracy of the model is still low.

- Shehu, AM, and Mahmood, R. (2014) with the research topic “The relationship between UDTT and business performance of small and medium enterprises in Nigeria: The role of organizational culture”.

The study aimed to examine the relationship between UD and performance of Nigerian SMEs. However, the study also sought to examine the mediating role of organizational culture on UD and performance. The model was examined on a sample of 640 companies through a questionnaire survey. The results from the correlation analysis established a good relationship between UD, organizational culture and performance. Based on the Pearson correlation analysis, there was a significant correlation between UD, organizational culture and performance.

Figure 2.5 Research model of Shehu, AM, and Mahmood, R. (2014)

The results of the regression showed that there is no significant relationship between ICT and business performance of Nigerian SMEs. This study provides a good foundation for policy makers and other government agencies such as the Nigerian Small and Medium Enterprises Development Agency to find ways to improve business performance.

- Aris Tri Haryanto et al. (2017) with the research topic "Innovation, Innovation and Business Performance of Small and Medium Enterprises: The Mediating Role of Innovation".

The research subjects are managers or owners of small businesses in Surakarta, Sukoharjo, Sragen. This study aims to empirically demonstrate the relationship between innovation and business performance in the context of small and medium enterprises. In addition, this study also explains the importance of corporate innovation as a mediating relationship to improve business performance.

The research model is presented in Figure 2.6.

Market orientation

Renew

Business results

Learning Orientation

Figure 2.6 Research model of Aris Tri Haryanto et al. (2017)

The results of hypothesis testing show that the UDTT positively affects the business performance and innovation of the company. The UDHH positively affects the business performance and innovation of the company. The innovation of the company has affected the business performance.

- Suliyanto and Rahaba (2012) with the research topic "The role of ICT and ICT in improving innovation and business performance of small and medium enterprises".

The survey subjects were small and medium-sized enterprise owners; conducted from September to November 2010. The objective of the study was to describe the conflicting relationship between UD and business performance and to quantitatively analyze, in which UD, UD, entrepreneurial orientation and innovation function are the main success factors in enterprises in the technology sector. The authors built a structural model to test the relationship between these constructs. A structural model was designed to test the relationship.

Research model:

Orientation

market

Renew

Business results

business

Orientation

learn

Figure 2.7 Research model of Suliyanto and Rahaba (2012)

The research method used is quantitative research with hypothesis testing. The unit of analysis of this study is small and medium enterprises. The sampling method is non-probability sampling with convenience sampling method, the sample size is 200 companies. The data collection is obtained from the survey by sending questionnaires to the owners of small and medium enterprises.

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