Bui Van Vien

Small and medium-sized enterprises account for more than 98.2% of total enterprises in Hanoi and contribute significantly to the city’s employment, innovation, and GDP. This study aims to analyze and evaluate the influence of corporate social responsibility and green marketing on the competitive advantage of small and medium-sized enterprises in Hanoi, Vietnam. With 292 valid survey responses, data analysis was conducted through PLS-SEM. The study results show that corporate social responsibility and green marketing are critical to the competitiveness of small and medium-sized firms in Hanoi. Corporate social responsibility positively influences green marketing (β = 0.812, p < 0.01) and corporate reputation (β = 0.458, p < 0.01). Similarly, green marketing strongly impacts corporate reputation (β = 0.440, p < 0.01), while corporate reputation contributes substantially to competitive advantage (β = 0.794, p < 0.01). Indirect effects were also observed. Accordingly, corporate social responsibility and green marketing enhance competitive advantage through corporate reputation, with indirect path coefficients of 0.364 and 0.350, respectively. Additionally, corporate social responsibility indirectly affects corporate reputation via green marketing (β = 0.358, p < 0.01). The findings show that integrating corporate social responsibility and green marketing strategies improves enterprises’ reputation, which in turn improves competitive advantages.

Type of the article: Research Article

Abstract
Export performance has become crucial for Vietnamese manufacturing SMEs as they face digital transformation and stronger global competition. This study investigates how resource-based determinants affect the export performance of Vietnamese manufacturing SMEs, with absorptive capacity (mediation) and international competition (moderation). Cross-sectional survey data from 420 manufacturing SMEs in Vietnam were collected during February–August 2025 and completed by authorized firm representatives (owners/directors/senior managers). Partial least squares structural equation modeling (SmartPLS 4.1) with 5,000 bootstraps was employed. Digital transformation (β = 0.304, p < 0.01), logistics infrastructure (β = 0.289, p < 0.01), and human capital (β = 0.284, p < 0.001) are the strongest predictors; marketing capability (β = 0.124, p < 0.01) and access to finance (β = 0.108, p < 0.01) are positive. Absorptive capacity positively affects exports (β = 0.161, p < 0.01) and mediates four determinants (the most significant for human capital, indirect β = 0.046, p < 0.01). International competition strengthens the effect of human capital (β = 0.115, p < 0.01) but weakens marketing capability (β = –0.102, p < 0.01). The model explains 57.3% of the variance in export performance. These findings highlight the need for policies promoting digital adoption, logistics upgrades, and human-capital development, while firms should enhance learning capabilities and recalibrate marketing strategies under increasing competitive pressure.