Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam

Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam. Marketing capabilities, corporate social responsibility and business networking to accelerate SME innovation in Vietnam.

INTRODUCTION

Research background and problem statement

The 2023 report from the Vietnam Chamber of Commerce and Industry reveals that SMEs constitute 98.1% of total enterprises in Vietnam, yet their economic contribution does not align proportionally with their prevalence Despite comprising nearly 50% of the national income from 2020 to 2022, SMEs face challenges hindering their development (VCCI, 2023).

In this dynamic global landscape marked by heightened international integration and market competition, Vietnamese SMEs, due to their size, struggle to adapt. Recognizing the importance of innovation as a long-term strategy, SMEs must transform and leverage competitive advantages in both domestic and foreign markets.

Acknowledging internal enterprise efforts, the Vietnamese Government has implemented various measures, including decrees, resolutions, and circulars, to support SME development Examples include Resolution No 19/ NQ-CP and Directive No 26 / CT-TTg, which aim to enhance the business climate and support SMEs until 2021.

Furthermore, the National Assembly of Vietnam has played a crucial role in creating a favorable business environment The enactment of the Law on Supporting SMEs (Law

No 04/2017/QH14) in 2018 demonstrates a commitment to facilitating SME access to resources, information, finance, and technology These initiatives represent significant strides in strengthening policies that empower SMEs to thrive amid evolving global dynamics Based on decree No 39/2018/ND-CP, SMEs in Vietnam are classified by business size, including micro-enterprises, and SMEs The evaluation criteria for many different sizes to classify enterprises are presented in Table 1.1.

Table 1.1: Size of enterprises based on criteria of labor and capital.

Small sized enterprises Medium size enterprises

Sector Number of labor (people)

Source: excerpt from Decree No 39/2018/ND-CP

In contrast to January 1, 2020, state-owned businesses (SOEs) in Vietnam decreased by 18.4%, with a corresponding 23.1% decline in the workforce based on company assessment criteria Between 2020 and 2022, the average annual reduction in businesses was 4.0%, and in the workforce, it was 5.1% This indicates a government shift towards equitable policies for all sector companies Although the restructuring and equitization of SOEs have improved the business environment, the implementation process is slower than anticipated, hindering private enterprises (VCCI, 2023).

By January 1, 2022, foreign direct investment (FDI) increased by 54%, employing62.8% of the workforce The average FDI growth from 2020 to 2022 was 9%, with a workforce engagement 2.5 times greater than that of SOEs Non-state enterprises,constituting

52.3 % of all businesses, experienced a 27.9% increase in employees, surpassing SMEs but lagging behind FDI firms FDI significantly contributed to job creation and economic growth in Vietnam over the last five years Vietnam's historical dependence on FDI and low-cost labor is evolving, emphasizing increased worker productivity, efficiency, and innovation The impending growth of the Vietnamese economy, spanning 5 to 10 years, hinges on technological innovation, process improvement, and management innovation SMEs, comprising over half of Vietnam's economic development, must embrace competition, innovation, and digital transformation to secure long-term growth and global competitiveness.

In 2022, amid the challenges posed by the COVID-19 pandemic and global economic uncertainties, Vietnamese SMEs face both difficulties and opportunities The government's supportive policies and bilateral agreements provide a favorable environment for SMEs to innovate, apply scientific techniques, and navigate complex challenges.

Notwithstanding positive changes, the overall economic growth has slowed since 2020 due to the pandemic's impact on various sectors Despite urgent solutions and recovery efforts, the business sector still grapples with negative consequences In 2022, newly established enterprises decreased by 2.3%, while those temporarily suspending business increased by 62.2% Profitability declined, with a 0.5% decrease in total profit before tax compared to 2021(Ministry of Planning and Investment, 2023; VCCI, 2023)

Vietnam's SMEs contribute less to national employment and GDP than OECD averages The 2018 Law on SMEs Support represents a significant step, emphasizing policy priorities and innovation support However, challenges persist as SMEs compete with multinational enterprises in Vietnam's evolving and integrated economy As the most globally integrated economy, Vietnam faces the critical question of how SMEs can develop sustainably and adapt effectively to market dynamics amid rapid changes.

SMEs are considered one of the important components of the economy in both developed and developing countries SMEs are internationally known to be the driving force based on their enormous contribution to the GDP and the creation of new jobs for the country (Binh & Tien, 2019) Economic policymakers have been thinking about the important role SMEs play in job creation, revenue growth, and innovation development (Nyoni & Bonga, 2018) Especially for the economies of developing countries like Vietnam (OECD, 2017).

SMEs are smaller versions of larger companies, they are disadvantaged by being less financially secure, facing shortfalls in human capital and access to information and often being less experienced in managing strategic decision-making (Khoa, et al.,

2022) Nevertheless, SMEs gain some competitive advantages from simpler organizational structures offering flexibility, effective and open communication channels, and lower resistance to change They could leverage those advantages and turn it to real resources by creating and managing social capital appropriately. Therefore, building up the social capital of the firm can create intangible values and promote the firm to innovation.

In fact, among the various criteria of economic growth, none has received as much attention as enterprise innovation (Hudson & Minea, 2013) Increasing competition in the market forces companies to innovate by going to new methods to gain a competitive advantage and stay ahead of their competitors Innovation is therefore becoming increasingly important for a SME's sustainable growth and long-term profitability of the SMEs in a rapidly changing business environment (Taques et al.,

2021) The constant changes in the world put a lot of pressure on businesses, especiallySMEs Therefore, SMEs have paid great attention to innovation to improve operational efficiency and increase competitive advantage (Falahat, Ramayah, et al., 2020).Innovation is one of the tools that make the business value and is the way to expand and compete in the market (Ren et al., 2015).

Research gaps

Marketing capabilities is perceived as a moderator that influences the innovation strategy in order to promote brand value (Swaminathan, 2020) Accordingly, the finding has somewhat substantiated the notion that the presence of marketing capabilities is essential for fostering innovation Nevertheless, there appears to be a lack of extensive exploration about the direct influence of marketing capabilities on the innovation of SMEs As argued by Vicente et al (2016) it is asserted that the enhancement of marketing capacity is essential for the innovation capacity of SMEs This improvement in marketing capabilities encompasses several tools, including the distribution system and promotion network, which play a crucial role in facilitating marketing success (Joensuu-Salo et al., 2023) Hence, the arguments indicate the necessity for a comprehensive demonstration of the direct relationship between marketing ability and innovation in SMEs as the gap of study that this thesis intents to fill.

Most studies examining the impact of marketing capabilities, CSR, and business networking on SME innovation have focused on developed countries (Khoa et al.,

2022) There is a need for studies that explore this relationship in developing countries like Vietnam with different levels of economic development.

The research model in previous studies as of Borahima et al (2021); Royo-Vela & Serrano (2021) often pays little attention to research on the combination of marketing capabilities, relationships in the business community and their responsibilities, and at the same time has not studied the internal resources of enterprises in the new business situation such as online business, thereby creating the competitiveness of SMEs in the market.

Although separately impacts of marketing capabilities, CSR, business networking influencing innovation will research, but its association with E-Business as an endogeneity cause change in innovation will be found as the gap of study and it is motivated to fill, particularly for SMEs in Vietnam.

In addition, in today's competitive market, SMEs must face very stiff competition, so innovation is a vital need of businesses (Chahal & Kaur, 2013) Nonetheless, there exists a research gap as no studies have concurrently examined the interrelation between marketing capabilities, business networking, and CSR in relation to enterprise innovation Furthermore, the influence of online business within this relationship remains unevaluated, particularly within the context of Vietnamese research.

While gender and education have been found to have a positive impact on SME innovation, their relationship with E-Business has not been widely explored There is a need to investigate how gender and education influence E-Business adoption and how this adoption, in turn, impacts SME innovation Most studies examining the impact of the firm age on innovation have been cross-sectional (Wang et al., 2000) There is a need for longitudinal studies that examine how the impact of marketing capabilities, CSR, and business networking on SME innovation changes over time and how this change relates to E-Business adoption (Alam & Adeyinka, 2020).

Most of the previous research has applied Structural Equation Modelling (SEM) tool (Gkypali et al., 2018) or meta-regression (Damanpour, 1991), even some of them thinks of networking as a mediator in the research model (Benhayoun et al., 2020). However, this study is different approach to previous studies, in which E-Business is recruited as the endogeneity and this will be tested through the quantitative method of the Extended Regression Model (ERM) and the Extended Probit Regression (EPR) developed by (Drukker, 2017).

Overall, there are several potential areas for new research in this field that could help to deepen our understanding of the relationship between marketing capabilities, CSR, and business networking and SMEs innovation while considering E-Business as an endogenous variable, in which control variables of owner gender, owner education,owner age and firm size are considered.

Objectives of study

Numerous scholarly investigations worldwide, including within the Vietnamese context, have delved into Marketing capabilities, CSR, Business networking concepts. Nevertheless, in the specific context of Vietnam, the current understanding, to the best of the author's knowledge, lacks a comprehensive exploration of the interplay among Marketing capabilities, CSR, Business networking, and Innovation, with a nuanced consideration of the moderating influence of E-business Notably, within the realms of SMEs, no study has undertaken an examination of these relationships.

Several factors contribute to this research gap Firstly, the CSR, E-Business concept is relatively nascent in the SMEs business landscape, and a dearth of pertinent studies catering to local firms exists Secondly, while there are numerous studies on the Marketing capabilities, CSR, Business networking, and Innovation concept, but limited integrates Marketing capabilities, CSR, Business networking concepts alongside innovation of SMEs Lastly, the exploration of the relationship between these conceptual domains within the specific context of SMEs has been notably neglected by local scholars.

A precedent study conducted by Binh & Tien (2019); Khoa et al., (2022) within the Vietnamese context indicates positive effects arising from the interrelation of Marketing capabilities, CSR, Business networking, and Innovation However, it is crucial to note that above studies encompassed a diverse array of Vietnamese firms across various sectors, with a focus on some sector only.

Building upon the aforementioned analyses, this study is positioned to investigate and contribute to the understanding of the intricate relationships among Marketing capabilities, CSR, Business networking, and Innovation with the role of E-Business as an endogeneity this relationship, specifically within the context of SMEs.

The thesis sets out the following specific objectives:

1 Building an analytical on the relationship between marketing capabilities, and innovation of SMEs in Vietnam and the role of E-Business as an endogeneity in this relationship.

2 To find out the relationship between CSR and innovation of SMEs in Vietnam and the role of E-Business as an endogeneity in this relationship.

3 To research the relationship between business networking and innovation ofSMEs in Vietnam and the role of E-Business as an endogeneity in this relationship.

Research questions

This research endeavors to scrutinize the interconnections among constructs such as Marketing capabilities, CSR, Business networking, and Innovation within the paradigm of SMEs operating in the Vietnamese business environment The central objective of this inquiry is to discern the intricacies of these relationships, with a specific emphasis on the endogeneity introduced by E-Business The investigation is designed to provide empirical insights into the dynamics shaping these constructs in the context of SMEs in Vietnam.

1 How do the roles of Marketing capabilities in the relationship between

Marketing capabilities and the innovation with E-Business as an endogeneity of SMEs?

2 How do the roles of CSR and its contribution in concerns between CSR and the SME’s innovation with E-Business as an endogeneity?

3 How does the impact of Business networking on the innovation with E-Business as an endogeneity of SMEs?

Research methods

As mentioned previously, the database used is the secondary data from the GeneralStatistics Office (GSO) It is a survey that is derived from Decision No 966/QD-TCTK issued by the GSO on September 21, 2021 As per the decision, the Department ofData

Collection and Application of Statistical Information Technology is responsible for overseeing and coordinating with the Department of Industry and Construction Statistics, relevant units of the GSO, and the Department of Statistics of provinces and centrally run cities to effectively organize and conduct the survey in accordance with the designated plan.

The survey was carried out in the area of 63 provinces and centrally run cities (abbreviated as provinces and cities) for enterprises with production and business activities in all industries in the business system of Vietnam Economy (VSIC, 2018). Sectors not included in the survey group include: (i) Sector O - Activities of the Communist Party, socio-political organizations, state management, national security and defense, compulsory social security; (ii) Sector U- Activities of international organizations and agencies; (iii) Sector T - Activities of hired labor in families, production of physical products and services for self-consumption by households (because the subject of investigation does not arise in these sectors).

The entities under investigation in this study are comprised of both organizational entities and people, possessing data that is deemed necessary for collection purposes. The scope of the investigation should be limited to examining economic units based on their geographical location A fundamental unit is an economic entity that fulfills the subsequent conditions: (i) The establishment must be situated within the geographical boundaries of Vietnam in order to carry out production and business activities directly, as well as manage and operate them (ii) It is required to have a leader who is responsible for managing and operating activities, and who possesses expertise in the field, along with a team of skilled workers (iii) The establishment should have a consistent or intermittent operational period, which may be determined by either seasonal factors or established business practices.

The procedure for selecting survey samples will be carried out in accordance with the survey forms The survey sample selection criteria are based on 3 criteria: type of business, economic industry, and net revenue GSO's sampling procedure is a combination of systematic random sampling and purposive sampling GSO uses an indirect survey procedure, collecting information online On the GSO investigation website, information is provided by investigation units.

The research approach employed by GSO for online deployment involves sending a questionnaire to the organization along with the necessary account and password credentials This enables the enterprise to access the online questionnaire file and provide responses to the questions posed within Initially, there was a total of 551,835 firms Following the processing and cleaning of database, the total count of enterprises included in the study has been reduced to 542,422 That means inactive firms, firm’s operation with less than two years, and large firm size are removed.

This thesis has been done based on the analysis, collection, and review of previous literature, and then the quantitative research methods are applied to solve the research objectives and use STATA to test the results The proposed empirical research model based on the analytical framework and extended regression model (ERM) is applied to determine and measure the endogenous effect of E-Business on the relationship between marketing capabilities, CSR, and business networking on innovation.

According to an overview of the theoretical basis and a summary of empirical studies related to the research problem, the thesis builds an analytical framework on the relationship between marketing capabilities, CSR and business networking to innovation of SMEs The proposed empirical research model based on the analytical framework and the statistical models, in which the Extended Regression (ERM) and the Extended Probit Regression (EPR) are employed to investigate the endogenous effect of E-Business on the relationship between marketing capabilities, CSR and business networking to innovation of SMEs The study also finds how firm age, education, and gender as instrument variables impact to innovation of SMEs.

A literature review is performed and presented, providing a theoretical background to the study, from the beginning term of “E-Business” and the relationship of “E- Business” with marketing capabilities, CSR and business networking, and then the influence of marketing capabilities, CSR and business networking to innovation of SMEs under the endogenous effect of E-Business This section develops a model that includes the linkages between E-Business aspects, the relationship between E-Business and innovation, marketing capabilities, CSR and business networking, and builds hypotheses The methodology part follows after, which provides a description of the research techniques and analyses, as well as a report on the outcomes and conclusions of the analyses The article concludes with a conclusion after discussing limitations and implications for further research.

Research contribution

The study will examine the hypotheses derived from the research model, elucidating and substantiating these hypotheses to provide valuable academic and managerial contributions Through this process, the research aims to clarify theoretical propositions and offer significant insights in both academic and managerial domains.

This research advances the scholarly discourse on competitive advantage within the SMEs market by delving into the intricate dynamics of innovation and its interplay with marketing capabilities, CSR, and business networking for Vietnamese SMEs. Building upon the findings of prior studies such as those by Binh & Tien (2019); Bui &

Le (2023), this thesis explores novel dimensions, particularly investigating the endogeneity factors of E-Business that impact the relationships within this intricate framework Notably, this study pioneers the affirmation of the efficacy of a dual approach in explicating the value- innovation nexus, aligning with conceptualization (Barney, 2002) The identification and analysis of dual relationships between marketing capabilities and innovation, CSR's influence on innovation, and the innovation-related factors intertwined with business networking contribute substantially to the theoretical underpinnings of today's intense competitive landscape.

This study provides pivotal insights for managerial practices within SMEs by elucidating a significant correlation between innovation and marketing capabilities, grounded in the available resources of these enterprises Importantly, it accentuates the centrality of resource considerations and operational applicability, surpassing a mere examination of resource utilization for competitive advantage creation By extending the focus to the ethical dimensions of business operations and delving into the impact of CSR on innovation, the research addresses a critical concern arising from the resource constraints faced by SMEs Furthermore, the study underscores the strategic utility of business networks in augmenting a firm's capacity to leverage external resources for innovation This managerial contribution not only emphasizes the practical significance of aligning innovation with available resources but also underscores the role of ethical considerations and strategic networking in fostering innovation Additionally, the study sheds light on the implications of E-Business endogeneity, offering a pioneering exploration of its influence on dual relationships, thereby guiding managerial decision- making in the rapidly evolving digital landscape of Vietnam's SME sector Overall, this research stands to make a positive and pertinent contribution to the enhancement of competitive advantages for enterprises navigating the complexities of the contemporary digital age.

Structure of the study

This study includes 5 structured Chapters as following: Introduction; Theoretical background and hypotheses development; Research methods; Data analysis and results; Discussion, Implications, and conclusions.

Chapter 1: The theoretical and practical background are be introduced to identify the research gap, research objectives, research questions, research scope, research methods, and research contributions that relate to research concepts It presents the introduction of the overview of the implementation of marketing capabilities, CSR, business networking, and E-Business concepts in Vietnamese SMEs.

Chapter 2: It presents the background theories, literature, empirical review, and hypotheses development of the study which concerns the theory of the firm, RBV, endogenous growth theory In this chapter, the study goes to the detail in explaining research concepts as well as their relations based on previous studies In addition, this chapter also provides a summary of some related empirical research In this summary, there is a comparison among the content of previous studies such as the authors, name of research, country of the experiment, the purpose of study, hypothesis, methods, results, and future research directions From this summary, the chapter gives general comments about the previous studies that are limited or need to be practiced in other contexts Therefore, this chapter proposes the direction for the study as well as shows the proposed research model and research hypotheses as well.

Chapter 3: It shows the methods and measurement with the research design, the preliminary assessment, the main survey, the sampling, the research process, the measure scales to each research concept from research model Besides, the study describes methods that are applied to the estimation regression models, along with the detailed description of quantitative All these methods help study empirical estimation in Chapter 4 which presents the research data way is collected, along with the criteria to classify them The flow chart is applied for the research process With the research concepts, all measure scales are described in detail.

Chapter 4: The test hypothesis being offered is derived from the dataset obtained from the GSO survey conducted in the year 2022 at this chapter As delineated in the proposed research model, there exist six hypotheses They are validated through statistical models In this scenario, the Ordinary Least Square (OLS) model, the extended regression model (ERM), probit regression model, and extended probit regression model will be employed Various models are employed to do cross- validation of the study hypothesis The main content is to present data information, describe survey sample characteristics, and conduct necessary tests to evaluate the proposed model and hypothesis in Chapter

2 This chapter also discusses the research findings found from research results after data analysis by Stata.

Chapter 5: It presents conclusion, discussion, and implications Accordingly, the study summarizes research findings and points out relevant suggestions for related parties inSMEs business environment of Vietnam Besides, all research discussions and implications mention the moderation role of innovation concept that deals with CSR practices, marketing capabilities concept, business networking concepts and how they affect Innovation The results of this study offer several implications for the theory and practices to Vietnam SMEs in enhancing their operations as well as leveraging their competitive advantages At the end of this chapter, the study also shows some limitations of the study and figures out several directions for future research Besides,this study has references and appendix that are used and served in its contents All these parts are in the back of the main study content.

Summary of chapter

In this chapter, the research background is presented to introduce the main ideas and concepts, then some overview about SMEs in Vietnam is analyzed to capture the full picture of the SMEs sector The research gap, research objectives and research questions are also mentioned here Lastly, some limitations and research scope are described.

LITERATURE REVIEW AND HYPHOTHESIS

Research constructs

Today, researchers and companies have been focusing on enterprise strengths and advantages over competitors for the complex, ever-changing and dynamic environment Therefore, Marketing competence is seen like a strategic representing the main competitive characteristic developed in the marketing actions of SMEs, and these actions are the important resource to create sustainable competitive advantage because it is clear specific, and difficult to imitate (Joensuu-Salo et al., 2023; Soluk et al., 2023).

Marketing capabilities refers to a company's ability to execute marketing activities effectively and efficiently It encompasses all the skills, resources, processes necessary to develop, launch, and manage marketing programs and campaigns (Afriyie et al.,

2019) Marketing capabilities includes having the right marketing strategy, market research, customer insights, marketing technology and tools, marketing talent, and organizational culture and structure to support marketing efforts (Han et al., 2023) A company with a high level of marketing capabilities is better equipped to understand customer needs, develop relevant, effective marketing messages, and deliver those messages through the right channels to reach target audiences (Borahima et al., 2021).

The theory of internal growth of the enterprise has made great strides since 1980, and widely applied in many different segments and gradually becomes one important foundations of the theory of enterprise capacity (Soluk et al., 2021) Since Wernerfelt researched the resource-based view of the firm, the firm's competency theory has been distinguished into two categories: the resource-based perspective and the competency theory (Birger Wernerfelt, 1984).

The concept of marketing capabilities

Marketing capabilities are defined as a company's ability to steer goods and services to external markets (Morgan et al., 2017), and it is shown during the marketing operation. Marketing competency encompasses a SME's understanding of its market as well as its ability to position itself in external markets using product, pricing, promotion, and location tools (Reimann et al., 2022).

In fact, this type of competence is what they call “the idiomatic ability to be reflected in marketing activities” demonstrates the effectiveness and efficiency of the company by carrying out every important process for keeping in touch with customers. Compared to competencies it is increasingly important to cultivate employees’ marketing capabilities (Gkypali et al., 2018) A firm must have three components to improve its marketing performance: marketing culture, marketing strategy, and marketing techniques control over marketing capacities Genc et al (2019) categorizes marketing talents into three categories: Internal capabilities, such as effective cost control, data storage, and logistics assurance, are conducive to gaining a competitive advantage, external competencies, such as customer and competitor research, and establishing relationships with customers and suppliers, are conducive to gaining a competitive advantage.…By combining the two competencies above, scalability may be achieved, resulting in great strategy execution Reimann et al (2022) pointed out that marketing capabilities are a pyramid- shaped structure, based on the integration of relevant literature on marketability, the higher level is marketing cultural capacity, the medium level is strategic marketing ability, and the lowest level is tactical marketing competence.

Explorations of organizational marketing capabilities, in comparison to the area of organizational capability, are relatively recent to the subject (Genc et al., 2019).Marketing researchers work has been “nearly totally devoid” of RBV or the accompanying idea of resources to develop marketing theory and practice However, the discipline is fast evolving and marketing experts have given much greater attention to RBV during the last decade (Khoa et al., 2022) Sulistyo & Siyamtinah (2016) has highlighted the potential for marketing to contribute to RBV scholarship, stating that it may be used to analyze and comprehend certain ongoing challenges in marketing, but may also be used to analyze and explain some ongoing issues in resource-based view. Marketing capacity definitions were examined to see how they have evolved, identify significant features, and determine where concepts from the more established subject of organizational capability may be used Table 2.1 summarizes some of the important definitions of marketing capacity from the literature, summarizing significant writer’s contributions and illustrating which of the three dimensions of capability (resources, processes, and results) are implicit in their definitions (Lin & Ho, 2021).

This research will show that definitions of marketing capabilities lack the consistency that definitions of organizational capability do Organizational skills define as having two components: resources as inputs and procedures that converted these resources into valued outputs As a result, it is reasonable to expect these to be reflected in definitions of marketing capabilities However, although some researchers have studied or incorporated these factors (Weerawardena, 2003) Some definitions in the literature make no mention of resources or processes (Weerawardena & Mavondo, 2011), others provide resources but do not include the procedures required in converting them into outcomes (Hamsioglu, 2016) Recognizing the critical role of resources and altering processes in marketing capabilities is consequently missing from many of these definitions.

Furthermore, many definitions only refer to specific capabilities or activities, such as demonstrating superiority in identifying customer needs and understanding the factors influencing customer behavior (Vorhies et al., 1999), understanding and forecasting customer needs and connecting offerings to customers, deploying superior market knowledge to generate economic rent (Morgan et al., 2009), and understanding specific complex consumer needs (Askun et al., 2018) Although marketing capabilities includes activities such as identifying customer needs, understanding customer behavior, linking offerings to customers, developing brand equity, and differentiating products, evidence of these capabilities alone is insufficient to conclude that the firm possesses organizational marketing capabilities.

These definitions concentrate on what are known as sub-capabilities, which are contained within the wider idea of marketing capacity (Nah & Siau, 2020) However,this study contends that marketing competence should be seen as a single competency comprised of several sub-capabilities.

Table 2.1 Definitions of Marketing Capabilities

Author(s) Definition Aspects of marketing capabilities

Marketing capabilities as the firm's ability to perform marketing activities and achieve superior performance in the marketplace They identified three core aspects of marketing capabilities.

 Marketing mix capabilities: including product, price, promotion, and place, to create and deliver value to customers.

Marketing capabilities as the firm's ability to create and manage relationships with customers, channel partners, and other stakeholders to deliver superior value to customers and achieve business goals

Marketing capabilities as the firm's ability to leverage market knowledge, customer insights, and marketing skills to develop and deliver value to customers and achieve business objectives

Marketing capabilities as the firm's ability to develop and execute effective marketing strategies that create and deliver value to customers

The firm's ability to understand and respond to customer needs, create customer value, and achieve business objectives through effective marketing strategies and programs

Marketing capabilities as the firm's ability to create, capture, and sustain competitive advantage through effective marketing strategies and programs

 Brand building Gao et al.

Marketing capabilities as the firm's ability to effectively manage its marketing resources and activities to create and deliver value to customers

Marketing capabilities as the firm's ability to develop and execute effective marketing strategies

Marketing capabilities as the firm's ability to integrate marketing activities with overall business strategy and to leverage market insights to develop and execute effective marketing programs

Marketing capabilities as the firm's ability to develop and execute effective marketing strategies that create and deliver value to customers, build customer relationships, and achieve business objectives

While Morgan's 2012 study contains both resources and processes, the framework he presents argues that the specialized, architectural, cross-functional, and dynamic processes are both capabilities and processes of developing capabilities For example, he describes such processes as acquired, combined, and transformed into value offerings for target markets, but later in the same paragraph refers to these same processes as capabilities, blurring any distinction between these “specialized, architectural, cross- functional” entities as processes or organizational capabilities (Morgan, 2012).

Marketing competency must include the ability to turn resources as inputs into desirable outputs Furthermore, the suggested overall definition of marketing capacity as a word that solely emphasizes sub-capabilities necessitates a change away from the component sub-capabilities and toward the entire construct The most current definition offered by Morgan et al (2017) meets the following criteria: It describes marketing capacity as complex coordinated patterns of skills, knowledge, and actions through which enterprises turn available resources (via informal and formal procedures) into market- related value outputs According to this concept, marketing capacity involves inputs (marketing resources) that are turned into outputs through processes (marketing capabilities) Marketing capabilities may thus be visually depicted in the same way as overall organizational capabilities (Royo-Vela & Serrano, 2021).

Formal writings on CSR appear in academic literature for the first time in 1953 Social Responsibilities of the businessman (Baah et al., 2023) Bowen defines CSR as businessmen's responsibility to pursue those policies, make those judgments, or follow those courses of action that are beneficial in terms of our society's aims and values.

Bowen intended enterprises to provide social goods such as: 1) greater living conditions;

2) widespread economic prosperity and security; 3) order, justice, and freedom; and 4) individual development.

As a result, he views CSR as a societal commitment with a larger scope than only corporate obligations According to him, CSR encompasses responsiveness, stewardship, social audit, corporate citizenship, and elementary stakeholder According to Carroll (1991), most scholars think Bowen work represents the beginning of the contemporary period literature on CSR, and hence he may be considered the Father of CSR.

CSR is a concept that refers to a company's commitment to operate in an ethical and socially responsible manner There are several theories and models that have been developed to explain and understand the nature and motivations of CSR.

Foundation theory

The theory of the firm is a broad topic that contains models that attempt to solve a variety of company-related concerns, including (1) why does a firm exist? (2) what helps define the boundary between the firm and the market? (3) how can the owner control the activities of the firm when the owner and the board management of the firm are different?

(4) How should the firm be organized internally for efficiency and growth? (5) How do different firms develop and maintain a competitive advantage? (Teece, 2016).

Transactions between individuals in an efficient market economy might theoretically be used to achieve anything, hence the presence of corporations would be unnecessary. For a long time, the common reason for business existence was technology and the necessity to bring all aspects of the manufacturing process together.

The preceding argument is undermined by the premise that people may still collaborate in the manufacturing process through a single contract without needing to join a business Utterback & Abernathy (2020) supported this viewpoint by claiming that corporations exist to reduce the transaction costs associated with building a contract network As a result, the company will be created to integrate the activities (internalization) if the cost of this integration is less than the cost borne by the business to do the same activity through an agency contract The idea of research argued that contract transactions are more risky than internalizing operations, especially when the business requires a large financial investment, and thus the alignment of interests within the enterprise is preferable to the contractual relationship Furthermore, business creation allows owners to add capital proactively when they recognize a potential opportunity, which is simpler to achieve with a corporate organization than with contracts between individuals (James & Hoque, 2022).

Besides those studies explaining business formation based on transaction costs and property rights, there is also a group of theories explaining business formation based on entrepreneurship, knowledge, and capacity Previous studies on entrepreneurship theory such as Sautet (2021) suggested that entrepreneurs are the ones who must first overcome the fear of uncertainty and predict the market before production and offer market leading prices However, rather than forming enormous enterprises, entrepreneurship can result in the formation of many small businesses that can contract with each other to execute difficult tasks As a result, additional assumptions are required to explain the establishment of huge firms, such as the extension of a pure business model through the contribution of other forms of capital, allowing entrepreneur to explore with alternative methods of mixing heterogeneous funds (James & Hoque, 2022).

Another approach considers knowledge or expertise to be the source of company formation A business particularly a successful one is worth more than the sum of its parts, which include management, workers, machinery Knowledge is more likely to be freely exchanged and used inside organizations, and the costs of international technology transfer within firms are often lower than the costs of international technology transfer between firms (Joensuu-Salo et al., 2023).

An emerging theory of entrepreneurship is based on a dynamic competency framework approach that reflects the ability to integrate, build, and align review the internal and external resources of the business over time, which can explain not only why the businesses exist, but also discuss the scope and potential for sustainable growth and profitability of the business through creating a competitive advantage based on asset availability (Lin et al., 2008).

Although several economists utilized the term of competitive advantage before to Porter, remains the starting point for any discussion of competitive advantage (Jones & Coviello, 2021) According Barney (2002), the term “competitive advantage” did not appear in Porter's work until 1985, whereas Barney (1986) used the term around the same time as Porter, Penrose and Ansoff used the concept prior to that time (Corso et al.,

A firm's competitiveness is defined as its ability to meet its objectives Depending on the situation, these objectives are likely to be articulated in several ways A competitive company produces and sustains a level of performance that adds to the GDP, job possibilities, and people's wealth from a macroeconomic standpoint From an entrepreneurial standpoint, a competitive business must survive in the market while also achieving market share and profitability A competitive firm's performance can be judged using both objective and subjective criteria Objective goals include return on investment, market share, profit, and sales income, whereas subjective criteria include improved customer, supplier, and competitor reputation, and improved service quality (Barney, 2002).

He presents four methods for determining a firm's competitiveness Firm survivability, stakeholder approach, basic accounting measures, and modified accounting measures are examples of these metrics Profit, ability to raise capital, and cash flow in terms of liquidity status are used to quantify competitiveness Mors (2010) added cost, quality, delivery reliability, adaptability, and innovation to the list of criteria that contribute to such a competitive position According to Barney (2002), a corporation has a competitive advantage when its actions in an industry provide economic value and when few competitor enterprises engage in similar actions.

According to Barney (2002), a business enjoys competitive parity when its action generates economic value that is applied by multiple other enterprises engaged in a comparable action One essential purpose of a firm is to maximize shareholder profits. However, maximizing short-term profitability does not always result in optimal shareholder returns since shareholder value is the net present value of predicted future profits (Alam & Adeyinka, 2020).

What a company can do is determined by its capabilities, which are the outcome of a mix of prior investments rather than what it now possesses Firms’ high profitability may be attributed to unique assets such as intangible assets, physical assets, and distinctive human capital that cannot be fully duplicated by other businesses (Prahalad

C & Venkatram R., 2000) The competencies of the firm may be classified into two areas The first are traditional capabilities, which allow the organization to accomplish well- defined activities in the domains of operations and governance Second, there are the dynamic skills that regulate other organizational activities, such as high-level tasks like opportunity identification, strategy execution, and resource base reconfiguration. The speed and extent to which enterprise-specific resources can match the changing needs of the business over time is determined by the strength of business dynamics. Strong dynamic skills paired with inventive (business-specific) resources and solid strategy may produce (and duplicate) competitive advantage, leading to sustained profitability and increasing the odds of the business's long-term survival.

Rather than the environment, as in the conventional approach, Prahalad & Ramaswamy

(1999) emphasize the organization's resources, capabilities, and competencies as the source of competitive advantage.

Under the weight of globalization, resource-based philosophy is becoming increasingly vulnerable to criticism (Brulhart et al., 2017) Some of these criticisms are as follows:

 The most important problem to the resource-based view is the lack of a clear and coherent treatment of dynamics It does not theorize the mechanisms underlying the creation of new resources.

 The theory may be criticized for being tautological This approach is one-sided and thus in danger of neglecting the environment which is still critical to the organizations’ survival.

 The application of the resource-based approach to the strategic management of small firms has been limited Porter (1990) argues that the application of the resource-based approach to small firms must take account of small-firm characteristics.

 Using the value chain as the conceptual framework, Jones & Coviello (2021) show how small and medium-sized wineries use their resources and how they access other resources by using strategic alliances The wineries have engaged in strategic alliances, rather than structural ties at various stages of the value chain to gain access to scarce resources and capabilities There is clear evidence that the over- performers have had access to adequate resources, which has led to sustainable competitive advantage and superior performance.

Marketing capabilities and innovation

The firm's resource-based view (RBV) emphasizes the significance of both tangible and intangible skills as sources of competitive advantage (Barney, 2002) To improve competitiveness and company performance According to the resource-based perspective, firms are diverse and employ resources and assets in distinctive ways to conceive and produce value However, the RBV has a shortcoming in that it cannot expound on how resources are created and structured The dynamic capacity hypothesis tackles these constraints by positing that performance variance between enterprises is caused by varied capabilities rather than mere heterogeneity.

These talents are a combination of individuals' skills and knowledge that embeds in organizational routines and may be differentiated as being superior to other business processes in the company (Azmat et al., 2023) A complex blend of skills and knowledge integrated in organizational processes Dynamic capabilities are those that allow the company to implement plans utilizing new and diverse combinations and transformations of resources in response to changing market conditions It is critical for the firm to build skills that are unique, offer value, and complement the organization's business goal (Falahat et al., 2020).

Internal and external factors influence the firm's marketing capabilities The firm's internal elements are reflected by its market orientation and entrepreneurial orientation.

In this study, the external influences are represented by technology development and market turmoil (Joensuu-Salo et al., 2023) According to Day (2020), organizations deploy a variety of competencies to obtain a competitive edge Capabilities are created when tangible and non-tangible knowledge-based resources combine to produce value for the organization through integrative processes These competencies are produced by a mix of employee knowledge and skills When employees do these tasks on a regular basis, complex patterns of coordination between people and resources arise (Joensuu- Salo et al., 2023).

Marketing capabilities development as a means of gaining a competitive advantage. Entrepreneurial enterprises require methods for identifying, refining, evaluating opportunities, developing goods, services to meet the demands of customers in specific markets, pricing these items properly, communicating product qualities, and distributing products to customers (Day, 2020).

Marketing capabilities are those that consist of a mix of knowledge, skills, and resources that enable a company to add value to its products and services to compete. The inclusion of marketing knowledge and skills improves and polishes the firm's marketing capabilities According to the findings of the study, marketing capabilities have a significant impact on a company's performance (Hooley et al., 2020).

Marketing capabilities will be explored in this study including marketing research,pricing, product creation, channel management, promotion, and market management.Because a capacity that is both essential and effective may serve as a foundation for competitive advantage, the six marketing capabilities analyzed in this study encompass both the significance and the effectiveness component Marketing activity in entrepreneurial firms is impacted by circumstances and can display opportunism, innovation, and proactiveness Depending on the environmental conditions in which the company operates, a firm's marketing activities might be classified as less or more entrepreneurial on a scale (Sulistyo & Siyamtinah, 2016).

Other studies pointed that marketing capabilities are also a set of processes designed scientific theory, practical skills, and general company resources to a business's market- relevant needs, helping businesses develop a value for their support services and products Marketing capabilities also accommodate to market changes, take advantages of the opportunities, and face competition Marketing capabilities define the new performance of the product of firms (Drucker, 2014; Najafi-Tavani et al., 2016; Ren et al., 2015) Marketing capabilities show the ability of a business to differentiate its products from those of competitors, build its brand and describe how companies connect with customers to create beneficial relationships that enhance the performance of innovation (Egbetokun, 2015; Ren et al., 2015) Marketing capabilities consist of individual provisions in which marketing resources are gathered to carry out marketing objectives in a direction that produces the highest marketing results for the business (Morgan, 2012) Marketing capabilities are often unique to each business, cannot be followed by other businesses, and there is no substitute for marketing in creating a sustainable competitive advantage for that business and promote outstanding activities of enterprises in the business market (Morgan & Feng, 2018).

Previous studies have linked marketing competence with innovation effectiveness (Ren et al., 2015; Sok et al., 2013) Marketing capabilities are developed by types of marketing in the context of corporate innovation (Najafi-Tavani et al., 2016) The important type is the marketing of new products accompanied by ideas such as market research and product announcement advertising.

The scholars continue to cite that marketing capabilities can help the company locate and go to the market variables associated with the action of competitors, develop technology, and evolve Besides, the possibility of marketing can allow the company to use the power and resources of the practice groups to create value and capture the value by allowing acceleration companies to anticipate specific needs and hide the client's worth These marketing abilities are a condition for companies that can produce a basic product or alternative products that are worth the value of value and meet the needs of clients.

Furthermore, follow the research of suggests how the connection between the recent and small businesses, remote views in business, and knowledge of how important the global markets are The marketing abilities are considered a necessary factor in determining the unprecedented client of the product quality of quality, this is more than the marketing strategy of companies with the ability to develop the product (Nalcaci & Yagci, 2014) Other research suggests that the ability to reach a strong impact and fortify the global influence of the new business operations While the standard and knowledge of the market orientation are the appropriate motivations for the marketplace.

According to Udomkit et al (2023), this author found how Marketing capabilities and innovation affect the overall performance of companies The results show that the ability to market and innovate is related to the performance of SMEs Skills that cannot be replicated from marketing competencies are found to have general effects in explaining the business performance of SMEs.

Innovation is related to a firm's ability to engage in innovation that is processes related to product innovation and new ideas within the business to increase competitiveness in the market (Wang & Chung, 2022) Therefore, the marketing capabilities of a business are very important in generating ideas, strategies, actions for business and marketing strategies Some of the previous innovation studies are often about technological innovation and the cited literature is also focused on product development more, while recent studies take a holistic view about the marketing capabilities of SMEs.

That shows that the importance of the marketing capabilities of the business is more focused, interested, and researched Many studies suggest the need to examine the overall impact of marketing communication's ability to influence innovation, which in turn leads to competitive performance in SMEs (Benhayoun et al., 2020).

The innovation lies at the core of marketing capabilities, and this has a strong pervasive power throughout competitive marketing in the marketplace (Engwall et al., 2021) To support innovation efforts at SMEs, marketing experts have a strategic vision for product and process innovation and consider new approaches to value chain development for products Products creating a more effective marketing strategy, and in all other aspects such as cost and competition in marketing decisions (Hallbọck & Gabrielsson, 2019).

The marketing capabilities of a business include many different types of activities, most specifically, product innovation, development of novelty in services, innovation in consumer approach, change in strategy, etc… Strategies related to corporate branding, supplier innovation, and internal resource and technology innovation (Abosag & Brennan, 2017) Several other studies have also suggested that marketing capabilities affect innovation efficiency including all marketing activities and this shows that marketability is not just about new products These bouncing effects will lead the market, increasing competitive advantage Alternatively, it can also build on an existing activity (McDougall & Oviatt, 2000) According to Hallbọck & Gabrielsson

Corporate social responsibility and innovation

CSR is an important topic in business literature when it comes to Stakeholder Theory Corporate social performance (Aledo Ruiz et al., 2021) Each of these concepts has the same goal: widen the scope of a company's responsibility beyond financial reasons This research explores and debates the firm's broader mission and how it can achieve its innovative goals.

Recently, CSR has received more and more attention from researchers around the world Based on stakeholder theory about CSR, according to social responsibility and corporate performance are the keys to the development of a company, sustainable actions and social responsibility are strategic goals of the company to improve its highly competitive advantage.

The benefits of investing in CSR, firstly Social Responsibility increases the attractiveness of enterprises to investors (Zhou et al., 2020), businesses will create competitive advantages and benefits finance, create a sustainable brand, and promote the brand more widely in the market, thereby helping businesses strengthen the relationship between stakeholders with the brand of the business (Tuan, 2020).

Innovation impacts important to success to promote SMEs to fulfil their CSR responsibilities, innovation is an important and essential strategy of every business (Arnold, 2017) With SMEs focusing on innovation and archiving good performance, these businesses tend to more responsibility and ability to achieve the best business performance by CSR practices of SMEs (Al-Shaer et al., 2023) Meanwhile, innovating products and processes, etc are a necessary task for SMEs with clear strategic CSR goals, the aim is to improve business performance as well as sustainable growth goals (Bocquet et al., 2017) Practicing CSR will help SMEs achieve economic and environmental efficiency, create external brands and stakeholders' satisfaction as social goals, contribute to the community According to Geng et al (2021), who research on strategic capacity innovation as well as some previous studies on innovation to improve enterprise competitiveness, innovation will have a strong influence when social responsibility is considered in and managing CSR is a priority of the business (Bamber et al., 2017; Rahman et al., 2017; Zhou et al., 2020).

In Vietnam, CSR is an important factor for its contribution to the development of a sustainable economy, contributing to improving the quality of life for employees and family members, for the community and society CSR brings mutual benefits to both businesses as well as the overall development of society (Binh & Tien, 2019).

According to the research of (Binh & Tien, 2019), this research showed that many Vietnamese SMEs do not fully understand the importance of this role, as well as the benefits from implementing social responsibility, so they have not seriously implemented their social responsibility This is reflected in business fraud, production of poor-quality goods, deliberately polluting the environment to focus only on maximizing their profits.

Researchers around the world identify the types of CSR strategies that best support corporate innovation, as the author's study (Bocquet et al., 2013) Some authors apply supply theory, state the application of an environmentally friendly policy, investing in research and sustainable development, helping businesses create innovations product and process innovation.

Following up arguments of Macgregor et al (2022), this paper analyses the relationship of CSR with innovation at SMEs, research in European countries such as the UK, France, Italy, Spain, etc The study shows that innovation is CSR-oriented is to focus on product development and services strategies In another aspect, innovation- oriented CSR practices in SMEs will create processes or codes of conduct in the society of firms, consistent with ethical and social values, practice CSR practices are also driven by corporate values towards the community.

Based on Al-Shaer et al (2023), this paper analyzed the interrelationship between CSR practices and innovation, found evidence for sustainable actions from SMEs value creation and innovation conducted a study of SMEs in the fashion segment in EU countries, such as Italy, Spain, the UK, and France The results from this study show strong positive relationships and impact between some variables related to CSR and competitiveness in terms of dimensions: innovation and firm performance.

Applying CSR practices in the business will help companies create the longest-term commitment with qualified employees, which has a great influence on the company's successor leadership team (Baah et al., 2023), and promote changes (Stock et al.,

2023) In this respect, the study will explore the relationship between CSR and innovation.

The virtuous loop of CSR and innovation is depicted in Figure 2.2 below.

According to the authors Macgregor & Fontrodona (2022), CSR-driven innovation produces products and services with a social purpose It is motivated by ideals to provide social products and services According to the concept, these social goods and services fall under the categories of design against crime, eco-design, and design for all. CSR driven by innovation, may be more involved with the creation of social processes and is motivated by value.

CSR has a reciprocal relationship with the effectiveness of different stakeholders to improve business performance in SMEs (Mattera & Baena, 2015) Investment in CSR practices has been shown to promote innovation in SMEs, improve market share and strengthen competitive advantage in an increasingly integrated economic market (Rahman et al., 2017) SMEs innovation is establishing CSR practices management in the system to improve environmental performance (Adam et al., 2017) SMEs need to be equipped with the internal resources and capacity to achieve performance by CSR practices (Zhu et al., 2019) Practicing CSR will help to propose provisions in the innovation policy of enterprises (Ueki et al., 2016) Furthermore, CSR practices can

CSR practices are essential for innovative policies to improve economic performance (Briones Peủalver et al., 2018) Based on a study by found that CSR practices have a relationship between both environmental initiatives and economic performance. Another aspect, technological innovation including product development and processes had a positive effect on CSR practices in SMEs (Bocquet et al., 2017) Innovating for human resource management internally is also important for improving employee satisfaction (Bamber et al., 2017).

For SME manufacturing, innovation mediates the relationship between both CSR practices and production performance (Reverte et al., 2016) According to researched SMEs in China found that innovation is important necessary for business growth by CSR practices Based on the above discussion, this study proposes the hypothesis to test as below:

H2: CSR causes a significant increase in innovation.

The business networking and Innovation

This study examines and determines the relationship between business networking and innovation using RBV With the purpose of achieving long-term market development, SMEs strive to keep their internal capacity at a high enough level for a few areas, if not a single technological area (Gronum, 2015) Therefore, to enhance innovation capacity,SMEs rely on innovative solutions (Mota et al., 2023), which allow SMEs to gain benefits from the external environment and complement knowledge for internal resources (Saad et al., 2017) Although SMEs may adopt different innovation strategies(Vrande et al., 2009), previous studies have shown that collaborating with other organizations to innovate, is a very important collaboration solution for small and medium enterprises (Soluk et al., 2023), even cooperation has a greater impact on SME companies to enhance the output value for the business, by various approaches such as reducing costs, time to market, and improving service customer service for the benefit of all stakeholders (Dana et al., 2008) The elements of learning together, learning through sharing mutual knowledge, and exploiting resources together are created in the same cooperative network system, which makes Enterprises dependent and mutually supportive of each other (Abrahamsen et al., 2023) Collaborative business networking represents the connections and relationships between executives and other businesses such as channel partners, a business network of the supplier (Chung et al., 2016).

According to the development of today's technology, a firm can seek information, knowledge, and resources from other organizations outside of the enterprise, these organizations may through a legitimate business network business partner to determine where the business is synchronizing supply chains in business networking and transform technology to generate innovative ideas (Gao et al., 2020) Access to resources is very important for SMEs because it affects the process of acquiring and renewing knowledge, knowledge from social resources must be accessed before it is required from the business itself (Benhayoun et al., 2020) Access to external knowledge will be easier and that depends largely on enterprise’s access to business networking.

Innovation is also known as the outcome of a firm in appreciating, absorbing, and applying both external and internal knowledge, to realize its commercial purposes(Wang & Chung, 2020) In today's highly competitive environment, innovation capacity can only appear when enterprises in developing countries like Vietnam must integrate and promote their external and internal knowledge base own career With the conditions of the young labor force, dynamic environment, etc… In developing countries, SMEs can compete effectively in domestic and foreign business markets when the innovation of

SMEs, from cooperation in business networking businesses can share ideas, absorb ideas from partners, thereby many innovations, and will enhance the value chain of services and products to consumers Business through economic relationships (connections, exchanges between businesses based on business transactions) with social relationships (internal economic transactions) The business-innovation network relationship is especially meaningful and important when SMEs are looking to go global or compete with foreign-invested enterprises As the business network of interconnected business parties is developed through social relationships and innovations, these will make through the sharing of knowledge across the business networking together (Hakansson, 1987) Traditionally innovating, these studies focus on intent-based business partnerships between businesses that work together to support a company in need of innovation or on the same network of business partners based on one or more communities that work together to develop new ideas (David & Shapiro, 2008).

Innovation is realized because of back-and-forth communication between business groups since an idea seen as ordinary from one group can be a valuable idea and have a particularly important view of the other group (Engwall et al., 2021) Research by Lakhani (2006), this paper found that it is a great benefit to open problems such as product development, then an enterprise in a business cooperation network can get development solutions to develop this new product faster and more efficiently than the company's R&D department is developing Meanwhile, innovation can also come from business networking based on non-economic problems or with no clear purpose. Research at business and cultural networks in developing countries such as Asia found social relationships can provide more sources of business information (Wang & Chung,

2020) By interacting, learning with many people from different sources, and with many

Business networking encompasses both commercial and social relationships, which are especially crucial for SMEs In a different development context, As SMEs develop into foreign markets, they are more likely to still utilize their business networking and personal relationships to manage their supply chains (Chung et al., 2020).

The innovation increases the exchange of information between member enterprises in the business network As a result, many firms’ innovations are dependent on the amount to which managers recognize and act on market intelligence that aids in product creation Close collaboration in business networking may provide SMEs with a plethora of knowledge that can be used to promote innovation There are several key elements to consider, such as ways to cut product distribution costs, strategies to build trust with existing consumers and attract new ones, and creative inventory management systems For this useful solution, enterprises must have a business network and close cooperation based on the resources of stakeholders (Luo et al., 2008) With valuable market intelligence from the business partnership network, SMEs can rapidly make important innovations in the business market.

In today's competitive environment, SMEs reach closer to the customers through their products and services Businesses always have a close relationship with customers, and this customer is also another business in business networking This is very important in the early stages of new product development (Udomkit et al., 2023) Based on the cooperation between manufacturers and customer relationships, SMEs can build a suitable customer-oriented strategy for their business in various stages Connecting with customers will help businesses better meet the long-term requirements of customers, helping businesses get the complete and necessary information for the development of innovation that customers have been and will be required (Wang &Chung, 2020).

The importance of business networking and social capital to innovation in SMEs is well documented (Lee et al., 2010; Zeng et al., 2010) Tsai & Ghoshal (1998) interfirm networks are evident in that social network and associated social capital variables were found to contribute to both product and process innovation in SMEs Indeed, innovation occurs in social networks of actors across multiple contacts (Shane & Venkataraman, 2012) Authors, such as Sullivan & Marvel (2011); Thorgren et al.

(2009) all support the notion that a wider range and number of network ties underpin innovation.

Innovation can also come from business networking based on non-economic problems or with no clear purpose Research on business and cultural networks in developing nations such as Asia, shows that social interactions can give new sources of commercial knowledge (Wang & Chung, 2013) You may produce more profound and diversified ideas for your own business by engaging and learning with numerous people, from many sources, and with various opinions Innovation is also known as the outcome of a firm in appreciating, absorbing, and applying both external and internal knowledge, to realize its commercial purposes (Wang & Chung, 2020) In today's highly competitive environment, innovation capacity can only appear when enterprises in developing countries like Vietnam must integrate and promote their external and internal knowledge base own career With the conditions of the young labor force, dynamic environment, etc… When SMEs in developing nations outperform their competitors in terms of innovation capability, they can compete effectively.

Based on arguments, the following hypothesis is considered as below:

H3: Business networking causes a significant increase in innovation.

Endogeneity refers to the mutual influence between E-Business and a firm's marketing capabilities and innovation E-Business is not only a tool that firms use to improve their marketing and innovation strategies, but it also influences the way firms develop these strategies For example, E-Business can help firms identify new market opportunities, which may lead to the development of new products and services At the same time, a firm's marketing and innovation strategies may drive its adoption and use of E-Business (Hayaeian et al., 2021).

E-Business, also known as electronic business, refers to the use of electronic technologies to conduct business activities E-Business has significantly influenced marketing capabilities and innovation in SMEs by making it easier for them to reach their customers and develop new products and services In this essay, we will discuss the endogeneity of E-Business and its influence on marketing capabilities and innovation in SMEs, with detailed insights from articles published in various cities.

E-Business can be considered endogenous to a firm's strategy as it is both a driver and an outcome of business strategy E-Business influences and is influenced by a firm's marketing capabilities According to Jin & Jung (2016), E-Business is a strategic factor for firms that want to innovate and enhance their marketing capabilities They argue that E-Business allows firms to reach a larger customer base, increase their market share, and improve their customer service Furthermore, E-Business enables SMEs to overcome geographical barriers and develop new products and services.

E-Business has significantly influenced marketing capabilities in SMEs by providing them with tools to collect and analyze customer data, personalize their marketing efforts, and reach their target audience more effectively According to Chung et al.

(2020), E- Business has enabled SMEs to segment their customer base and tailor their marketing

Business has facilitated customer feedback, which helps SMEs to improve their products and services continually.

According to Hayaeian et al (2021), E-Business has enabled SMEs to develop new products and services and improve their existing ones E-Business provides SMEs with access to global markets and new technologies, which helps them to identify new opportunities and improve their business operations Moreover, E-Business facilitates collaboration among firms, which enables them to share knowledge and resources, leading to the development of new and innovative products and services.

E-Business as endogeneity and its influence on CSR to innovation of SMEs

Electronic business or E-Business is the conduct of business transactions using the internet or other computer networks In recent years, there has been growing interest in the relationship between E-Business, CSR, and innovation in SMEs E-Business can be considered an endogenous variable as it influences various aspects of a business's operations This essay will discuss E-Business as endogeneity and its influence on CSR to the innovation of SMEs, with detailed articles cited (Wang & Chung, 2022).

According to Aledo Ruiz et al (2021), CSR is the commitment of a business to act ethically and contribute to the economic development of society It includes the voluntary actions of businesses that go beyond legal requirements to improve the social, economic, and environmental well-being of the communities in which they operate E- Business has a significant influence on CSR in SMEs by enabling them to adopt innovative practices that align with their CSR goals.

E-Business allows SMEs to engage with stakeholders and enhance their CSR practices. One example of the influence of E-Business on CSR is the case of SMEs in Ghana A study conducted by Pedersen (2020) examined the influence of E-Business on CSR in SMEs in Ghana The study found that E-Business adoption positively influences the CSR practices of SMEs, as it enables them to interact with stakeholders and enhance their CSR practices.

E-Business also facilitates the development of innovative CSR practices in SMEs A study by Kurniawati (2020) investigated the relationship between E-Business and CSR access information and resources that can facilitate the development of innovative CSR practices, such as sustainable production and supply chain management.

Innovation is a critical factor in the success of SMEs E-Business facilitates innovation in SMEs by enabling them to adopt new technologies and practices that enhance their competitiveness E-Business on innovation in SMEs in Kenya (Chege & Wang, 2020). The study found that E-Business adoption positively influences innovation in SMEs by providing access to new knowledge, technologies, and resources that can facilitate the development of innovative products and services.

E-Business can also enhance the social and environmental impact of SMEs by enabling them to adopt sustainable practices The influence of E-Business on sustainable entrepreneurship in SMEs The study found that E-Business adoption positively influences sustainable entrepreneurship in SMEs by enabling them to adopt sustainable practices that align with their CSR goals (Al-Shaer et al., 2023).

In conclusion, E-Business is an endogenous variable that has a significant influence on CSR and innovation in SMEs E-Business enables SMEs to engage with stakeholders and enhance their CSR practices, develop innovative CSR practices, and adopt sustainable practices that align with their CSR goals (Macgregor & Fontrodona, 2022). The studies cited demonstrate the significant influence that E-Business can have on CSR and innovation in SMEs As such, it is essential for SMEs to adopt E-Business practices if they want to remain competitive and socially responsible in today's fast- paced business environment (Al-Shaer et al., 2023).

H5: E-Business is an endogenous variable contributing to the effect of CSR to innovation of SMEs.

E-Business is the use of the internet and other digital technologies to conduct business operations E-Business can be considered an endogenous variable, as it affects many aspects of a business's operations, including its networking strategies In recent years, there has been growing interest in the relationship between E-Business and business networking in the context of SMEs innovation (Omonijo & Yunsheng, 2022).

According to Azmat et al (2023), Business networking refered to the process of building relationships with other businesses, suppliers, customers, and other stakeholders to create opportunities for collaboration and growth Networking is critical for SMEs, as it enables them to access new markets, resources, and knowledge that can drive innovation and competitiveness E-Business can play a significant role in enhancing business networking for SMEs by enabling them to adopt new networking strategies that leverage digital technologies.

One way in which E-Business can influence business networking for SMEs is through social media platforms Social media can be an effective tool for SMEs to engage with customers, build brand awareness, and expand their network of contacts A study conducted by Ioanid et al (2018) found that SMEs that use social media platforms for business networking have a higher probability of innovation This is because social media enables SMEs to connect with a broader range of stakeholders, including potential customers, suppliers, partners, and to access new sources of information and knowledge (Engwall et al., 2021).

Another way in which E-Business can influence business networking for SMEs is through e-commerce platforms E-commerce enables SMEs to reach new customers and markets, as well as to collaborate with other businesses and suppliers in new and innovative ways E-commerce platforms for business networking are more likely to collaborate with other businesses and suppliers in new and innovative ways.

E-Business can also facilitate the development of new forms of business networking for SMEs, such as crowdsourcing and open innovation Crowdsourcing refers to the process of soliciting ideas, solutions, and feedback from a large group of people, often using online platforms (Benhayoun et al., 2020) Open innovation refers to the process of collaborating with external partners, such as customers, suppliers, and universities, to create new products, services, or processes SMEs that engage in crowdsourcing and open innovation activities through E-Business platforms have higher levels of innovation This is because E-Business enables SMEs to connect with a broader range of stakeholders, as well as to access new sources of knowledge and expertise that can drive innovation and competitiveness (Rajapathirana & Hui, 2018).

E-Business can also help SMEs build relationships with other businesses and suppliers by improving communication and collaboration The use of digital technologies, such as video conferencing, instant messaging, and online collaboration tools, can enable SMEs to communicate more effectively with their partners, suppliers, and customers (Soluk et al., 2023) SMEs that use digital technologies for communication and collaboration have higher levels of innovation This is because digital technologies enable SMEs to access new sources of information and knowledge, as well as to collaborate with their partners and suppliers more effectively (Ren et al., 2015).

In addition, E-Business can help SMEs improve their supply chain management and logistics processes The use of digital technologies, such as online marketplaces and electronic procurement systems, can enable SMEs to source goods and services more efficiently, manage inventory levels more effectively, and reduce delivery times E-Business for supply chain management has higher levels of innovation (Soluk et al.,

E-Business can help SMEs expand their international business networks and access new markets The use of digital technologies, such as online marketplaces and international trade platforms, can enable SMEs to connect with foreign buyers and suppliers, as well as to access new sources of information and knowledge (Mota et al., 2023).

Firm age, education, gender, and firm size of SMEs as control variables

Innovation is widely recognized as a critical driver of economic growth and competitiveness, particularly for SMEs The ability to develop and commercialize new products, services, and processes is essential for SMEs to compete in today's rapidly changing business environment Firm age, education, and gender of SMEs have been identified as important factors that may influence the innovation performance of these firms In this essay, we will explore how these demographic variables are control variables to innovation, drawing on evidence from scholarly articles. capacity to absorb new knowledge and technologies, and are less constrained by established routines and structures, which can enhance their innovation performance.

On the other hand, older firms may have accumulated more resources and knowledge over time and are better able to navigate complex regulatory environments, which can also enhance their innovation performance According to Husted & Allen (2006) found that younger firms are more likely to engage in radical innovation than older firms The authors suggest that this may be because younger firms are less constrained by established routines and structures and may be more willing to take risks and explore new ideas.

However, the effect of the firm age on innovation may depend on other factors such as industry competition, regional context, and organizational culture For example, younger firms may be more innovative in highly competitive industries where firms need to constantly innovate to stay ahead of rivals In contrast, older firms may be more innovative in industries where regulatory and institutional barriers are more prevalent (Ozdemir et al., 2023).

Therefore, when studying the relationship between firm age and innovation, it is important to use appropriate statistical techniques to control the effects of other relevant factors This can help researchers and policymakers gain a better understanding of the complex relationship between firm age and innovation in SMEs and develop more effective policies and programs to support innovation in these firms.

A study by Landstrửm (2005) found that younger firms are more likely to introduce product innovations than older firms The authors suggest that this may be since younger firms are more likely to be founded with the specific purpose of introducing new products and services and may have a greater capacity to absorb new knowledge and technologies. where regulatory and institutional barriers are more prevalent.

Firm age can be an important control variable that can influence innovation in SMEs, but the relationship between firm age and innovation is complex and may depend on other factors such as industry competition, regional context, and organizational culture. Therefore, it is important for researchers and policymakers to use appropriate statistical techniques to control the effects of these other factors and gain a better understanding of the relationship between firm age and innovation in SMEs (Nath et al., 2010).

According to Chung et al (2016), Education is another important factor that may influence the innovation of SMEs Education can affect innovation by increasing the human capital of firm owners and employees, improving their ability to identify and exploit new business opportunities, and enhancing their communication and collaboration skills Education can also influence the adoption and use of new technologies and practices, which are critical for innovation.

SMEs often face numerous challenges, including limited resources and access to capital, which can hinder their ability to innovate One way to overcome this challenge and improve innovation is through education and training This essay will discuss how education of SMEs can serve as a control variable that influences their innovation capability (Novkovic, 2015).

Education and training can enhance SMEs' knowledge base and capacity for innovation Research shows that SMEs that invest in education and training have higher levels of innovation compared to those that do not The authors suggest that education and training can enhance the firm's knowledge base, improve its capacity for innovation, and foster a culture of innovation (Han et al., 2023). related to the firm's ability to develop new products The authors suggest that education and training can help SMEs to acquire the necessary knowledge and skills for product development, and to better understand customer needs and preferences This can lead to the development of innovative products and services that meet the needs of customers and create new market opportunities for SMEs (Liang et al., 2022).

Furthermore, education and training can enhance SMEs' absorptive capacity, allowing them to better identify, assimilate, and apply new knowledge Ratchford et al (2001) found that firms that invested in education and training had higher levels of innovation. The authors suggest that education and training can enhance the firm's absorptive capacity, enabling it to better identify, assimilate, and apply new knowledge This can lead to the development of new processes, technologies, and business models that improve the firm's competitiveness and performance (Llopis-Amorós et al., 2019).

Llopis-Amorós et al (2019) found that education had a positive effect on innovation in SMEs in Latin America The authors argue that education can enhance the absorptive capacity of firms, allowing them to learn from external sources of knowledge and to translate this knowledge into innovation.

According to Ren et al (2015) found that education and training were positively related to innovation The authors suggest that education and training can enhance the firm's knowledge base, improve its capacity for innovation, and foster a culture of innovation Education and training can enhance SMEs' knowledge base and capacity for innovation, help them to develop new products and services, and improve their absorptive capacity.

By investing in education and training, SMEs can overcome the challenges they face and improve their competitiveness and performance Governments and other stakeholders should promote education and training programs that are tailored to the specific needs of

Gender diversity has become an increasingly important topic in the business world, as evidence suggests that it can have a positive impact on organizational performance, including innovation This essay will discuss how gender diversity in SMES can serve as a control variable that influences their innovation capability (Pinget et al., 2015).

Zhu et al (2019) also found that gender diversity in SMEs can lead to a greater variety of perspectives and ideas, which can foster creativity and innovation Studies have shown that gender-diverse teams tend to be more creative and generate more innovative ideas compared to homogenous teams Moreover, gender diversity can enhance SMEs' problem-solving abilities, as it can lead to more effective communication and collaboration Research suggests that gender-diverse teams tend to be more effective at problem-solving and decision-making compared to homogenous teams This suggests that gender diversity can lead to better decision-making and problem-solving, which can enhance SMEs' innovation performance (Liang et al., 2022).

Empirical Studies related to the thesis

Previous studies have explored the intricate connections among Marketing capability,CSR, business networking, and innovation, drawing upon foundational theories including agency theory, stakeholder theory, and stewardship theory These theoretical frameworks serve as the focal point for the analysis and exploration of the related research concepts (Marketing capability, CSR, business networking) Typically, these customer satisfaction, servant leadership, and entrepreneurial leadership.

The findings from these studies consistently reveal a positive relationship among the concepts of Marketing capability, CSR, business networking, and innovation (Al-Shaer et al., 2023; Soluk et al., 2023; Udomkit et al., 2023) Notably, the research by Udomkit et al (2023) in the Thailand market and Bui & Le (2023) study in the Vietnamese market both propose a model comprising three key components: Marketing capability, business networking, and innovation In both cases, the studies identify positive relationships between two of these components It is important to highlight that these research endeavors encompassed diverse industries.

However, it's noteworthy that neither research model incorporates a moderator, such as an E-business component, to elucidate the interrelations among Marketing capability, CSR, business networking, and innovation for previous studies.

In the pursuit of unraveling the intricate connections between key business variables and innovation, numerous empirical studies have been conducted, forming the foundational bedrock upon which this research is built This section provides a comprehensive overview of previous scholarly endeavors exploring the relationships between marketing capabilities, CSR, business networking, and innovation.

These empirical studies in Table 2.5 collectively offer valuable insights into the multifaceted relationships between marketing capabilities, CSR activities, business networking, and innovation Building upon the methodologies and findings of these studies, our research endeavors to contribute to this growing body of knowledge by further exploring, analyzing, and elucidating the nuanced dynamics that underlie these vital relationships within the contemporary business landscape.

Table 2.5 Empirical studies are summarized.

Authors (year) Objective Sector/Country Sample Methods Major results Limitation

Positive relationship between Marketing capabilities and Innovation

Joensuu-Salo The role of marketing South 1005 Structural Marketing capabilities Can not et al (2023) capabilities in innovation- Ostrobothnia firms equation influence both the definitively based competitive /Finland modeling innovation intensity establish strategy, Journal of (SEM) was and sustained directional

Research in Marketing used to competitive advantage between and Entrepreneurship analyze the of the firm innovation rate collected data and marketing capability

Gửk & Peker To explore the factors Portugal 335 Regression The positive impact of Small sample

(2020) influencing Marketing SMEs the marketing Size, Haven’t

Capabilities and their capabilities and considered the influence on Innovation adaptive marketing technological capabilities on the innovativeness innovation of the process surveyed companies, essentially from the product development management

Apasrawirote Investigate how marketing The survey 1.000 Structural Marketing capabilities Measurement et al (2022) capabilities influence was carried firms equation indicated by new methods need innovation out by the modeling product marketing and further commercialization in National (SEM) marketing innovation improvement manufacturing and service Centre for are positively firms in India Technology associated with

Reimann et To observe the association Service 192 Regression The results have a Small sample al (2022) between market industries in service positive influence on Size orientation (MO), India firms marketing capabilities, marketing capabilities and including product sustainable innovation development, communication, channel linking and pricing.

Borahima et To identify appropriate Defense and 141 SEM Challenge to Small sample al (2021) Marketing capabilities and security firms generalize the Size innovation orientation industries of relationship from

Indonesia strategic orientation and strategic marketing to performance innovation.

Han et al Build a theoretical model Manufacturi 272 Regression Indicate that marketing A major

(2023) including intermediate- ng and manag capabilities enhance limitation of level outside-in marketing service/ ers management this study is the capabilities (ILOIMC), China innovation by examination of radical and incremental stimulating radical two concepts technological innovations technological that and management innovation innovation. impact on China firms’ performance

Borahima et Validate an integrated Manufacturing 192 Survey Marketing capabilities Only focused al (2021) marketing capabilities- firms in firms serves an important on on product innovations Pakistan its mediating role in manufacturing framework the relationship of firms and did adaptive marketing not include capabilities with service incremental and organizations. product innovations.

The relationship between Business networking and Innovation

Mota et al Explores the Manufacturing 137 Regression The vertical and Small

(2023) relationships between SMEs in firms horizontal sample different cooperation Brazil cooperation with size networks and customers, innovation The study suppliers and other finds that there are firms plays a more significant positive distinct role in the relationships between innovation process inter-firm cooperation, of SMEs than cooperation with horizontal intermediary cooperation with institutions, research cooperation with institutions, research organizations universities or and innovation of colleges, and

Soluk et al The study examined the British 1470 SEM Explored the It

(2023) impact of both formal SMEs firms mechanisms nonetheless and informal networking SMEs through which provides on three dimensions of networking affects strong innovation: product innovation and evidence innovation, process found that the positive effect of innovation, and marketing innovation. networking on innovation was mediated by knowledge acquisition and the development of absorptive capacity.

Abrahamsen The role of inter- Norwegian- 214 Survey The study also Small et al (2023) organizational networks Japanese SMEs found that the sample in fostering innovation seafood effect of size, among SMEs in India distribution networking on Different

The study focused on network innovation was industries three types of networks: mediated by and will industry associations, knowledge contribute to business incubators, and sharing, learning, companies’ business networks and collaboration appropriate

SMEs that strategic participated in networks were able to access and share knowledge with other network members, learn from best practices, and collaborate on innovation projects.

Benhayoun et Investigated the impact Creative 135 Regression The results Small al (2020) of business networking industries in SMEs showed that sample on innovation Morocco business size performance among networking had a

SMEs The study positive impact on focused on three all three dimensions of dimensions of innovation: product innovation The innovation, process study also found innovation, and that the organizational relationship innovation between business networking and innovation was moderated by two factors: trust and absorptive capacity

Engwall et al Examining the The food 153 Regression The study found Small

(2021) relationship between and drink SMEs that supplier sample business networking and sector in the networks had a size innovation in the context United positive impact on of SMEs and concerning Kingdom product the role of different types innovation, while of business networks in customer networks fostering different types had a positive of innovation impact on process innovation The importance of considering different types of networks and different types of innovation when designing networking strategies

Wang & Investigated the Manufacturing 307 SEM and The study also Lacking

Summary of chapter

In this chapter, the dissertation focused on reviewing the literature relevant to the firm,the RBV, the endogenous growth, the managerial decision-making, which are the foundation to develop the research constructs After that, the main research concepts including Innovation, marketing capabilities, CSR, business networking and E-Business have been discussed Furthermore, the dissertation also attempted to review the literature relevant to those research constructs Finally, the proposed research model has been represented.

METHODOLOGY AND MEASUREMENT

Research methodology

This thesis has been done based on the analysis, collection, and review of previous literature, and then the quantitative research methods are applied to solve the research objectives According to an overview of the theoretical basis and a summary of empirical studies related to the research problem, the thesis builds an analytical framework on the relationship between marketing capabilities, CSR, and business networking to innovation.

The proposed empirical research model based on the analytical framework and extended regression model (ERM) is applied to determine and measure the endogenous effect of social capital on the relationship between marketing capabilities, CSR, and business networking on innovation.

Firstly, a literature review is performed and presented, providing a theoretical background to the study, from the beginning term of “E-Business” and the relationship of “E-Business” with innovation, marketing capabilities, CSR, business networking,and then the influence of marketing capabilities, CSR, and business networking to the innovation under the endogenous effect of E-Business This section develops a model that includes the linkages between E-Business aspects, the relationship between E-

Business and innovation, marketing capabilities, CSR, and business networking and hypotheses.

The methodology part follows, which provides a description of the research techniques and analyses, as well as a report on the outcomes and conclusions of the analyses The article concludes with a conclusion after discussing limitations and implications for further research.

Research Process, Design and Ethics

As mentioned previously, the database used is the secondary data from the General Statistics Office (GSO) It is a survey that is derived from Decision No 966/QD-TCTK issued by the GSO on September 21, 2021 As per the decision, the Department of Data Collection and Application of Statistical Information Technology is responsible for overseeing and coordinating with the Department of Industry and Construction Statistics, relevant units of the GSO, and the Department of Statistics of provinces and centrally run cities to effectively organize and conduct the survey in accordance with the designated plan.

The survey was carried out in the area of 63 provinces and centrally run cities (abbreviated as provinces and cities) for enterprises with production and business activities in all industries in the business system of Vietnam Economy (VSIC 2018). Sectors not included in the survey group include: (i) Sector O - Activities of the Communist Party, socio-political organizations, state management, national security and defense, compulsory social security; (ii) Sector U- Activities of international organizations and agencies; (iii) Sector T - Activities of hired labor in families, production of physical products and services for self-consumption by households (because the subject of investigation does not arise in these sectors).

The entities under investigation in this study are comprised of both organizational entities and people, possessing data that is deemed necessary for collection purposes.

The scope of the investigation should be limited to examining economic units based on their geographical location A fundamental unit is an economic entity that fulfills the subsequent conditions: (i) The establishment must be situated within the geographical boundaries of Vietnam in order to carry out production and business activities directly, as well as manage and operate them (ii) It is required to have a leader who is responsible for managing and operating activities, and who possesses expertise in the field, along with a team of skilled workers (iii) The establishment should have a consistent or intermittent operational period, which may be determined by either seasonal factors or established business practices.

The procedure for selecting survey samples will be carried out in accordance with the survey forms The survey sample selection criteria are based on 3 criteria: type of business, economic industry, and net revenue GSO's sampling procedure is a combination of systematic random sampling and purposive sampling GSO uses an indirect survey procedure, collecting information online On the GSO investigation website, information is provided by investigation units.

Survey information through survey forms has a lot of information to ask Typical information such as: (i) labor information includes number of employees and income of employees; (ii) information on production and business performance results including revenue, production and business costs, investment capital, and product production output; energy consumption; Specialized statistical indicators in the National Statistical Indicator System are grouped according to the system of Vietnamese economic sectors and the system of Vietnamese product sectors.

Overall, there are 15 types of survey forms enclosed in the big questionnaire: (i) Form

No 1/DN-TB: Information collection form in 2021 for fully investigated enterprises; (ii) Form No 1/DN-MAU: Information collection form 2021 for sample survey enterprises;

(iii) Form No 1.1/DN-MAUCN: Results of industrial activities in 2021 - applicable to enterprises/branches with industrial activities; (iv) Form No 1.2/DN-MAUD: Construction activity results in 2021- Applicable to enterprises with construction activities.; (v) Form No 1.3/DN-MAUTKB: Results of transportation and warehousing services in 2021 - Applicable to businesses/branches with transportation and warehousing service activities; (vi) Form No 1.4/DN-MAULT: Results of accommodation service activities in 2021 - Applicable to businesses/branches with accommodation service activities; (vii) Form No 1.5/DN-MAULH: Results of travel service activities in 2021 - Applicable to businesses/branches with travel service activities; (viii) Form No 1.6/DN-MAUDVGC: Results of goods processing activities with foreign partners in 2021 - Applicable to enterprises with direct processing and assembly of goods for foreign countries; (ix) Form No 1.7/DN-MAUFAT: Status of implementing charter capital contribution in 2021-Applicable to enterprises with foreign direct investment; (x) Form No 1.8/DN-MAUTCTD: Results of financial services activities in 2021 - Applicable to businesses/branches of credit institutions, foreign bank branches including banks, financial companies financial leasing companies, people's credit funds, financial organizations and foreign bank branches; (xi) Form No 1.9/DN- MAUBH: Insurance business results in 2021 - Applicable to insurance companies; (xii) Form No 1.10/DN-MAUVĐT: Investment capital to be implemented in 2021 - Applicable to enterprises in 2021 that invest in capital construction, purchase of fixed assets, repair and upgrade assets, and fixed assets, serving production and business;

(xiii) Form No 1.11/DN-MAUNL: Production, business and energy consumption in enterprises in 2021 - Applicable to enterprises selected for the survey on energy consumption; (xiv) Form No 1.12/DN-DVGC: Results of goods processing activities with foreign partners; (xiv) Form No 1.14/DN-HTX: Cooperative Information; (xv)Form No 1.15/DN-VPĐD: Information form for branch and representative offices.

Research model

3.4.1 The endogenous effect in research model

Endogeneity concerns arise in situations where an explanatory or “independent” variable correlates with the error term (residual) of a specified model, rendering estimates inconsistent (Nah & Siau, 2020) Most commonly, endogeneity bias will arise from three main sources: omitted explanatory variables, simultaneity, and measurement error.

Firstly, omitted variable problems may be due to data unavailability or selection bias, wherein the “treated observations” are selected in non-random ways from “non-treated- observations” based on an omitted factor that correlates with the included dependent and independent variables.

Secondly, simultaneity in variables occurs when one or more explanatory variables are caused simultaneously and reciprocally with the specified dependent variable in a model Finally, measurement error in either the dependent or the explanatory variables can also give the researcher difficulty in precisely estimating the true relationships between constructs when they are measured imperfectly or inconsistently Ash & Burn

(2003) suggested that scholars wrongly recast the view of E-Business from endogenous to exogenous.

They argued that endogenous and exogenous models are based on incompatible premises and have fundamentally different implications In their study, they reported that empirical tests of the exogenous E-Business approach are deficient For that reason, they urged a return to the treatment of E-Business as endogenous E-Business refers to the use of digital technologies to conduct business operations and transactions,and it has become an increasingly important aspect of the global economy In recent years, many studies have examined the impact of E-Business on firm performance,particularly in relation to innovation However, the relationship between E-Business and innovation is complex, and it is often influenced by other factors such as marketing capabilities, CSR, and business networking.

One way to examine the relationship between E-Business, marketing capabilities, CSR, business networking, and innovation is to consider E-Business as endogenous, meaning that E-Business adoption is determined by factors that also influence firm performance.

In this context, fixed assets can serve as a useful instrument variable for E-Business adoption, as they are likely to be correlated with E-Business adoption but do not directly affect innovation.

The study will find that E-Business, marketing capabilities, CSR, and business networking are all positively associated with innovation Specifically, E-Business adoption is found to have a significant positive impact on innovation, particularly in relation to product and process innovation The authors suggest that E-Business can help SMEs to access new markets, reduce transaction costs, and improve information sharing, all of which can contribute to innovation.

In addition, the study will research that marketing capabilities, CSR, and business networking also have a significant positive impact on innovation Specifically, firms with higher levels of marketing capabilities are more likely to introduce new products and services, while firms with higher levels of CSR are more likely to invest in socially responsible innovation Finally, firms with stronger business networks are more likely to access knowledge and resources from external sources, which can contribute to innovation.

According to Gianluca Capone (2019), the authors use a sample of European SMEs to investigate the impact of E-Business on innovation, and also use fixed assets as an instrument variable for E-Business adoption.

The study will find that E-Business adoption is positively associated with innovation,particularly in relation to process innovation The authors suggest that E-Business can help SMEs to improve internal processes, such as inventory management and supply chain coordination, which can lead to more efficient operations and cost savings They also note that E-Business can help SMEs to access new markets, reduce transaction costs, and improve customer engagement, all of which can contribute to innovation.

In conclusion, E-Business is an important aspect of modern business operations, and its impact on innovation is influenced by a range of factors such as marketing capabilities, CSR, and business networking By considering E-Business as endogenous and using fixed assets as an instrument variable, researchers can better understand the complex relationship between E-Business adoption and innovation.

As described in the previous section, the survey of GSO with 15 forms of questionnaires but the study will use 3 forms in the thesis Accordingly, the statistical model of ERM is a candidate employed in this study This quantitative method is an inheritance of Drukker (2017) Accordingly, the ERM is supported to predict the impact of marketing capabilities, CSR, and business networking on innovation, in which E-Business is played as the endogenous variable factor and its role will be tested Particularly, the E-Business is investigated to find out how it causes the change of marketing capabilities, CSR, and business networking and firm innovation. According to (Drukker, 2017), ERM allows us to combine potential endogenous variables in a single model, and even to help us test more than one endogenous variable.

Extendedly, according to the author, in general, the ERM model shares the same form as a normal regression model, but with the additional change that the endogenous variable is shown as follows. y = b0 + bi*xi + b*w + e.y

In which: y : the dependent variables xi : the independent (exogenous) variables w: the endogenous variables e.y: the error

Model (6) needs one or more instrumental variables for the endogenous variable w.

These instrumental variables must have a correlation with the endogenous variable w.

If we call z1, z2 and z3 are instrumental variables of the endogenous variable, finding these three endogenous variables must ensure that there is a correlation with the endogenous variable but not with the dependent variable, except through endogenous effects.

The instrumental variable is abbreviated as “IV” and often appears in regression models The usage of an instrumental variable (IV) helps to control confounding and measurement error in observational studies so that causal inferences can be made.

Measurements

Marketing capabilities plays a crucial role in the success of SMEs in today's highly competitive marketplace To remain competitive and grow, SMEs must have the ability to effectively identify, understand and satisfy the needs and wants of their customers. This is where marketing capabilities comes into play, as it refers to the organization's ability to effectively manage its marketing efforts and resources (Falahat et al., 2021).

The innovation of SMEs is closely related to their marketing capabilities To create and launch innovative products or services, SMEs must have a strong marketing capability that allows them to identify and respond to changing customer needs and market trends This is supported by research conducted by Vorhies et al (1999) who found that SMEs with higher levels of marketing capabilities were more likely to engage in innovative activities, such as new product development and market expansion.

Measurement of marketing capabilities is therefore essential for SMEs that wish to innovate and grow According to a study by Vorhies et al (1999), marketing capabilities can be measured using a variety of different indicators, including marketing planning, marketing execution, customer relationship management, and marketing performance evaluation Each of these indicators can be measured using specific metrics, such as the number of marketing plans developed, the percentage of marketing budget spent on digital channels, and customer retention rates (Soluk et al., 2021).

To effectively measure marketing capabilities, SMEs must first identify their marketing strengths and weaknesses This can be done through a marketing audit or assessment, which involves a comprehensive review of the organization's marketing strategies, tactics, and resources The results of this audit can then be used to develop a marketing capabilities scorecard or dashboard, which allows SMEs to track and monitor their marketing performance over time.

According to the research by Soluk et al (2021), there are several benefits to measuring marketing capabilities for SMEs First, it allows SMEs to identify areas for improvement and prioritize their marketing resources accordingly Second, it provides SMEs with a better understanding of their marketing strengths and weaknesses, which can be used to inform strategic decision-making Finally, it allows SMEs to benchmark their marketing performance against industry standards and competitors, which can be useful for identifying opportunities for improvement and innovation.

Marketing capabilities plays a critical role in the innovation and growth of SMEs.Measurement of marketing capabilities is essential for SMEs that wish to identify areas for improvement, prioritize their marketing resources, and benchmark their performance against industry standards By focusing on the development and measurement of their marketing capabilities, SMEs can build a strong foundation for innovation and success in the competitive marketplace.

CSR has become an important aspect of business strategy in recent years SMEs are increasingly recognizing the importance of CSR in building a positive reputation, enhancing stakeholder relationships, and driving innovation However, the measurement of CSR and its relationship to innovation in SMEs is a complex issue.

According to a study of Binh & Tien (2019), CSR can be measured using a variety of different indicators, including social and environmental performance, stakeholder engagement, ethical governance, and philanthropy Each of these indicators can be measured using specific metrics, such as the number of community initiatives implemented, the percentage of waste recycled, or the number of ethical violations reported.

Measurement of CSR is essential for SMEs that wish to innovate and grow This is because CSR can act as a driver for innovation by encouraging SMEs to consider the impact of their business practices on society and the environment Research conducted by Khoa et al (2022) found that SMEs that incorporated CSR into their innovation strategy were more likely to develop sustainable products and services that addressed social and environmental issues.

Measurement of CSR can also help SMEs to identify areas for improvement and prioritize their CSR initiatives accordingly This can be done through a CSR audit or assessment, which involves a comprehensive review of the organization's CSR practices and policies The results of this audit can then be used to develop a CSR scorecard or dashboard, which allows SMEs to track and monitor their CSR performance over time.

According to the research by Binh & Tien (2019), there are several benefits to measuring CSR for SMEs First, it allows SMEs to demonstrate their commitment to social and environmental issues, which can enhance their reputation and build trust with stakeholders Second, it can help SMEs to identify opportunities for innovation and growth, by encouraging them to consider the impact of their business practices on society and the environment Finally, it can help SMEs to manage their risks and liabilities, by identifying potential areas of non-compliance with CSR standards and regulations.

According to Carroll (1991), the measurement of CSR is an important aspect of business strategy for SMEs that wish to innovate and grow By incorporating CSR into their innovation strategy and measuring their CSR performance, SMEs can develop sustainable products and services, enhance their reputation, and build trust with stakeholders The measurement of CSR can also help SMEs to identify areas for improvement and manage their risks and liabilities, leading to long-term success and growth in the competitive marketplace.

Business networking is an important factor for the success of SMEs Networking allows SMEs to connect with potential customers, partners, suppliers, and other stakeholders, which can lead to increased sales, improved business practices, and new opportunities for innovation The measurement of business networking and its relationship to innovation in SMEs is an important issue (Ansell, 2000).

According to research conducted by Jones (2021), business networking can be measured using several different indicators, including the number of business contacts, the strength of relationships with key stakeholders, and the degree of involvement in business networks Each of these indicators can be measured using specific metrics, such as the number of networking events attended, the percentage of business generated through referrals, and the level of participation in industry associations.

Measurement of business networking is essential for SMEs that wish to innovate and grow This is because business networking can act as a driver for innovation by providing SMEs with access to new ideas, resources, and expertise Research conducted by Waqas Raja & Wei (2015) found that SMEs that participated in business networks were more likely to innovate, particularly in areas related to technology and knowledge transfer.

Summary of chapter

This chapter presents research methods with focusing on how to conduct and collect research data In addition, it also shows how to build measure scales to the research expresses the research design, the preliminary assessment, the main survey, the sampling, the research process, the measure scales to each research concept from research model. Moreover, the study describes methods that are applied with proxies for the relevant theories, estimation regression models, along with the detail description of quantitative. All these methods help study empirical estimation in Chapter 4 which presents the research data way is collected, along with the criteria to classify them.

All research concepts measure scales are described in detail The next chapter will present research results of the Ordinary Least Square (OLS) model, the probit regression,the extended regression model (ERM), and extended probit regression model and hypotheses.

RESEARCH RESULTS AND DISCISSON

Introduction

As shown in the preceding chapter, the proposed research model is founded upon the criteria established by previously published scholarly articles The test hypothesis being offered is derived from the dataset obtained from the GSO survey conducted in the year

2022 As delineated in the proposed research model, there exist six hypotheses They are validated through statistical models In this scenario, the Ordinary Least Square (OLS) model, the probit regression, the extended regression model (ERM), and extended probit regression model will be employed Various models are employed to do cross-validation of the study hypothesis.

The ERM and EPR are valuable tools for examining the impact of Marketing capabilities,CSR, and Business networking on the innovation of SMEs These models also consider the possible contribution of E-Business as the endogenous variable.

Endogeneity and its contribution to the study

The attention to endogenous variables in this study is a step to help the research uncover the hidden effects that govern innovation This makes a dent in the endogeneity’s contributions to firm innovation Usually, the effects of the independent variables on the dependent variable are common in published studies Suppose this topic merely applies to measuring the impact of Marketing capabilities, CSR and Business networking on firm innovation, then in generally this quantitative practice, the results will not be able to tell us, why, which capacity of the enterprise governs for the company to effectively implement Marketing capabilities, CSR and Business networking.

In order to have a successful estimation of endogenous function, we need instrument variables It is important to understand that the instrument variables and control variables have differences in their roles used in the quantitative function Both are types of variables that are used in the scientific method They are used to control uncontrolled variability in dependent variable that is not caused by any other independent variable in the model. Instrument variables change with each iteration of the experiment, so they can show a correlation between changes to the outcome and changes to other predetermined factors (Pokropek, 2016; Fan and Wu, 2020) While a control variable is defined as a cause of variation in a dependent variable, which has been held constant by system manipulation of that independent variable Control variables represent things that have not changed so they can keep track of how the experiment is affecting the things that remain constant.

There are several motivations for this analysis, which the dissertation concerns the issue that has not been pursued in much depth This study intends to extend understanding of the relationship between firm Innovation and exogenous factors, such as Marketing capabilities, CSR and Business networking, in which this relationship is distributed by endogenous variables This study is an extensive study to provide a broader view of the role of endogenous variables in a firm.

Based on above arguments, the endogenous variable as mentioned in this study is E-Business, E-Business can be considered endogenous to a firm's strategy as it is both a driver and an outcome of business strategy E-Business influences and is influenced by a firm's Marketing capabilities, CSR and Business networking and innovation, the measurement of E-Business as an endogenous variable and its relationship with fixed assets as an instrumental variable is a critical issue for researchers and practitioners.

Measures of variables and hypotheses testing

To estimate the statistical models, variables and their measures are presented in table 4.1.The measures of variables employed in the statistical models are questions used in the questionnaire as mentioned previously Variables are grouped into main groups: the dependent variable (innovation measured in value and innovation measured in dichotomous value), the main effects (e.g MCA, CSR, and BNE), the control variables(gender, education, age and firm size), the endogenous variable as E-Business, and the instrument variable as fixed asset.

No Variables Definition Measurement Type 1: Dependent variables

1.1 Y 1 Innovation Innovation measured in value (million VND)

1.2 Y 2 Innovation Innovation measured in nominal, 1 = top 25% of innovation cost; 0 otherwise or 75% of low investment

2.1 MCA Marketing capabilities Ratio between marketing investment cost and total cost

Investment of technology to prevent waste and internal environment to protect safe and security of employee (VND)

2.3 BNE Business networking Number of business transaction with customers and partners

3.1 Gen Gender of enterprise owner

Nominal variable: 1 male and 0 = female

3= High school 4= College 5= Under graduate 6= Post graduate

3.3 Age Age of enterprise owner

SMEs Firm size defined as employees working at SMEs, converted to logarithm

3.1 E-Business E-Business Rating E-Business implementation by Liker scale

Five-point Likert scale: 1 being unlikelihood indication to 5 being a high likelihood indication

4.1 FAS Fixed assets Fixed assets measured in VND

According to descriptive statistics in table 4.2, not all enterprises prioritize the investment in innovation made by SMEs The range of value for innovative services spans from zero to the upper limit of 2 billion Vietnamese dong in terms of spending The variation in financial resources and requirements among companies operating in the business sector may account for this phenomenon In a similar vein, it is worth noting that not all organizations have incorporated CSR expenditures into their operations This is due to the fact that family businesses are also considered as part of the entities under observation in the study of enterprises Hence, the absence of investment in the internal environment to guarantee the safety and well-being of employees appears to be evident The comprehensive assessment of the expenses associated with managing and mitigating the release of pollutants from family-owned businesses has not been adequately accounted for.

The quantity of contracts performed within the realm of business serves as an indicator of the efficacy of the commercial network's execution capabilities Enterprises of considerable originate from both domestic and international sources.

In light of the investment made by SMEs in adopting E-Business a method for conducting business services, it can be observed that SMEs are increasingly inclined towards integration This is evident from their willingness to forego traditional offline business practices in favor of embracing the new online business system.

Table 4.2: Result of descriptive analysis

Variables Obs Mean Std.Dev

Marketing capacity (MCA) (ratio) 542,422 0.019 49.545 0.02 0.133 Corporate Social Responsibility

Education (1= training < 3 months; 2= Primary; 3= High school; 4= College; 5= Under graduate; 6= Post graduate)

In the course of evaluating the stipulated hypotheses, the study employs a comprehensive array of statistical models to discern the intricate relationships among the focal constructs The selected statistical models encompass Ordinary Least Squares (OLS), theProbit Regression model, the Extended Regression Model (ERM), and the ExtendedProbit influence of the primary effects—namely MCA, CSR, and BNE - on the dependent variable of innovation.

To ensure the robustness of the analysis, an assortment of control variables is integrated into the models These include gender, education, age, firm size (labor), and an instrumental variable representing fixed assets The inclusion of these control variables seeks to mitigate potential confounding factors and enhance the precision of the estimated relationships under scrutiny.

The innovation variable, as underlined in prior discussions, is assessed through a dual- metric approach Firstly, the quantitative measurement of innovation is expressed in terms of the monetary value in Vietnamese dong This valuation encapsulates the entirety of expenditures undertaken by SMEs in the pursuit of technological advancements, acquisition of equipment, and facility development - all integral components contributing to the innovative process.

Furthermore, the study employs a dichotomous value system to gauge innovation A binary system is adopted, where a value of “1” denotes investments falling within the top 25% in terms of high costs, signifying a heightened commitment to innovation. Conversely, a value of “0” signifies investments outside this upper quartile, indicating a comparatively lower emphasis on innovative endeavors.

Subsequently, the results derived from each of the statistical models will be meticulously presented, offering a comprehensive elucidation of the nuanced relationships betweenMCA, CSR, BNE, and innovation, while accounting for the influence of pertinent control variables The ensuing analysis aims to contribute valuable insights into the mechanisms governing innovation within the specific context of SMEs operating in Vietnam.

The outcomes derived from the Ordinary Least Squares (OLS) model, as delineated in Table 4.3, illuminate noteworthy insights into the relationships between MCA, CSR, BNE, and innovation within the context of SMEs In Model 1a, Model 2a, and Model 3a, the statistical significance of MCA, CSR, and BNE is evident, substantiated by their respective coefficients of 0.318, 0.074, and 0.414 Notably, all coefficients exhibit a positive orientation, suggesting a favorable and significant positive relationship between MCA, CSR, BNE, and SMEs' innovation.

The synthesis of these factors in Model 4a reaffirms the robustness of the relationships, revealing once again the significant and positive associations between MCA, CSR, BNE, and innovation This concordance across multiple models reinforces the notion that the strategic deployment of marketing communication, the adherence to corporate social responsibility, and active participation in business networks confer advantageous outcomes in the realm of innovation for SMEs.

Moreover, the examination of control variables, including gender, education, owner age, and firm size, augments the understanding of factors influencing SMEs' innovation The findings suggest that male leaders exhibit a propensity to contribute to higher levels of innovation within their enterprises Concurrently, higher levels of education among SME owners are associated with a discernible pattern aimed at augmenting innovation. Interestingly, the study reveals that young entrepreneurs play a pivotal role in enhancing innovation within enterprises, fostering vitality and integration among this demographic.

Additionally, the positive influence of enterprise size, encompassing the scale of the labor force, on innovation is noteworthy Larger enterprises, as indicated by their expanded size, tend to experience a favorable impact on innovation This underscores the potential advantages of scale in facilitating innovative endeavors within SMEs.

In summary, the cumulative findings not only affirm the positive relationships betweenMCA, CSR, BNE, and innovation but also shed light on the multifaceted impact of control innovation within SMEs in the Vietnamese business landscape.

Table 4.3: Results estimated of OLS

Model 1a: MCA Model 2a: CSR Model 3a: BNE Model 4a:

Association Variables Coefficient P>|z| Coefficient P>|z| Coefficient P>|z| Coefficient P>|z| Innovation

4.3.2 To the model of probit regression

The Probit regression model, characterized by a dichotomous dependent variable representing whether SMEs fall within the top 25% in terms of high-cost innovation expenditure, provides insightful perspectives on the determinants of innovation investment Table 4.4 underscores the statistical significance of the variables MCA inModel 1b, CSR in Model 2b, and BNE in Model 3b across all significance levels This robust finding substantiates the assertion that MCA, CSR, BNE are statistically significant factors influencing the level of innovation investment made by SMEs The positive coefficients observed in Model 1b, Model 2b, and Model 3b for MCA, CSR, andBNE, respectively, indicate that an augmentation of these factors corresponds to an increase in innovation investment by SMEs. argument for a significant and positive correlation between these variables and the trajectory of innovation The statistically significant coefficients for MCA, CSR, and BNE at all significance levels affirm that an increase in any of these factors heightens the likelihood of innovation investment by SMEs This consistency across models underscores the robustness of the observed relationships.

CONCLUSION AND RECOMMENDATIONS

Introduction and research results summary

The results above confirmed the relationship between Marketing capabilities, CSR and Business networking affects the SMEs’ Innovation positively, which shares the same tone with the study of Borahima et al (2021) SMEs are vital contributors to the global economy, and innovation is crucial for their long-term success Innovation in SMEs can be influenced by a variety of factors, including marketing capabilities, CSR, and business networking In this result, the study will discuss how these three factors can have a positive impact on SME innovation, and the study will provide specific examples and citations to support our argument.

Firstly, Marketing capabilities referred to a firm's ability to identify customer needs and preferences, and to develop and deliver products and services that meet those needs A strong marketing capability can lead to increased sales and profitability, as well as improved customer satisfaction and loyalty In addition, marketing capabilities can also drive innovation, as firms that are more attuned to customer needs and preferences are better able to develop new products and services that meet those needs (Gửk & Peker, 2020).

A study by Chege & Wang (2020) found that SMEs with a strong marketing capability were more likely to engage in new product development and to introduce new products to the market Similarly, a study by Zhu et al (2019) found that SMEs with a strong market orientation were more likely to engage in product innovation.

Secondly, CSR referred to a firm's commitment to social and environmental responsibility, and it can include activities such as reducing carbon emissions, supporting local communities, and promoting ethical labor practices CSR can have a positive impact on SME innovation in several ways by Aledo Ruiz et al (2021) First, it can enhance a firm's reputation and brand image, which can lead to increased customer loyalty and trust. their work has a positive impact on society and the environment.

Leckel et al (2020) found that SMEs that engage in CSR activities are more likely to develop innovative products and services Similarly, a study by Ratajczak & Szutowski

(2016) found that SMEs that adopt a proactive approach to CSR are more likely to engage in sustainable innovation.

Thirdly, Business networking referred to a firm's ability to develop and maintain relationships with other firms, suppliers, and customers Business networking can lead to increased knowledge sharing, collaboration, and innovation, as firms are exposed to new ideas and perspectives (Abrahamsen et al., 2023).

Ioanid et al (2018) found that SMEs that engage in inter-firm networking are more likely to engage in innovation activities According to Ansell (2000) found that SMEs that engage in open innovation through collaborations with external partners are more likely to develop innovative products and services.

In summary, marketing capabilities, CSR, and business networking are three factors that can have a positive impact on SME innovation A strong marketing capability leads to increased customer satisfaction and innovation, while CSR enhances a firm's reputation and encourage employees to be more innovative (Benhayoun et al., 2020) Finally, business networking leads to increased knowledge sharing and collaboration, which drive innovation By focusing on these three factors, SMEs can increase their innovation capabilities and remain competitive in the global marketplace This is new points with previous studies and listed at table 2.5.

The existence of E-Business as an endogenous variable has been confirmed, as well as its contribution to the interrelationship of Marketing capabilities, CSR, and Business networking to SMEs’ Innovation E-Business, the use of digital technologies to conduct business activities, has become an integral component of SMEs’ operations It has been confirmed as an endogenous variable, meaning that it is affected by exogenous variables on SMEs’ innovation This study will explore the interrelationship between E-Business, marketing capabilities, CSR, business networking, and innovation in SMEs.

Marketing capabilities is a critical driver of SMEs’ growth and success Research suggests that SMEs that possess higher levels of marketing capabilities tend to be more innovative than those with lower levels (Konsti-Laakso et al., 2012) E-Business enabled SMEs to enhance their marketing capabilities by providing a platform for reaching a broader audience and targeting specific customer segments For example, SMEs can use social media platforms to promote their products or services to a vast audience Social media marketing has become an effective strategy for SMEs as it enables them to engage with their customers, build relationships, and generate brand awareness (Arunachalam et al., 2018) Therefore, E-Business contributes significantly to SMEs’ marketing capabilities and, in turn, drives innovation.

CSR is another critical aspect of SMEs’ operations CSR involved adopting business practices that promote sustainable development and benefit society and the environment. Research suggests that CSR positively influences innovation in SMEs (Abdul-Halim et al., 2019) E-Business facilitates CSR activities by providing a platform for SMEs to promote their sustainability efforts and engage with stakeholders For example, SMEs can use their websites to communicate their CSR initiatives, such as reducing their carbon footprint or supporting local communities By incorporating E-Business technologies into their CSR activities, SMEs can enhance their reputation, build trust with stakeholders, and drive innovation (Al-Shaer et al., 2023).

Business networking is a crucial factor in SMEs’ success, as it enabled them to access resources and knowledge that they may not possess in-house Research suggests that SMEs with high levels of business networking tend to be more innovate (Hong & Chao,

2018) E-Business facilitates business networking by providing SMEs with platforms to connect with other businesses, suppliers, and customers For example, SMEs can use online marketplaces such as Alibaba or Amazon to find new suppliers or customers By leveraging markets, resources, and knowledge, which can drive innovation by Mota et al (2023).

E-Business is an endogenous variable that is affected by marketing capabilities, CSR, and business networking, and in turn, has an impact on SMEs’ innovation E-Business contributes significantly to SMEs’ marketing capabilities by providing a platform for reaching a broader audience and targeting specific customer segments It facilitates CSR activities by enabling SMEs to promote their sustainability efforts and engage with stakeholders Finally, E-Business facilitates business networking by providing platforms for SMEs to connect with other businesses, suppliers, and customers Therefore, E- Business is an essential component of SMEs’ overall strategy and can drive innovation by enhancing their marketing capabilities, promoting CSR, and developing business networking.

The results also confirmed that Gender and Education are two important factors that can have a positive impact on the innovation of SMEs in the creative industry SMEs in the creative industry, or SEMCs, include businesses involved in arts, design, media, and entertainment, and they often rely on innovation and creativity to remain competitive in the marketplace In this essay, we will discuss how gender and education can positively impact the innovation of SEMCs, and we will provide specific examples and citations to support our argument.

Firstly, to discuss about the role of Gender in the innovation of SMEs Women have traditionally been underrepresented in the creative industry, but this is changing As more women enter the workforce and start their own businesses, they are bringing new ideas and perspectives to the industry Research has shown that companies with more gender diversity are more innovative and perform better financially (Zapata-Cantu et al., 2020). This is because a diverse workforce brings a variety of experiences and viewpoints to the table, which can lead to more creative solutions.

New points

The study explored in relation to the relationship between marketing capabilities, CSR, and business networking and their impact on SME innovation, as well as the impact of gender and education and the negative impact of firm age on innovation:

- Cross-national studies: Most studies examining the impact of marketing capabilities,CSR, and business networking on SME innovation have focused on developed countries like Vietnam with different levels of economic development.

- The role of technology: With the rapid advancement of technology, there is a need to explore how SMEs can leverage marketing capabilities, CSR, and business networking to drive innovation in the digital age This could involve examining how SMEs can use social media, e-commerce, and other digital tools to promote their products and services, engage with stakeholders, and develop innovative solutions.

- The role of government policy: Government policy can play a significant role in supporting SME innovation There is a need to explore how government policies aimed at promoting marketing capabilities, CSR, business networking can support SME innovation and build policies for E-business to grow.

Previous research like Weerawardena (2003), Borahima et al (2021) in this area has not considered the endogenous nature of E-Business in these relationships This study explored new points of research that could be investigated in the context of the relationship between marketing capabilities, CSR, and business networking and their impact on SME innovation while considering E-Business as an endogenous variable. Additionally, the study will examine how gender and education can positively impact innovation, while firm age negatively impacts innovation.

Firstly, this study investigated the endogenous role of E-Business in the relationship between marketing capabilities, CSR, and business networking, and SME innovation As E-Business capabilities evolve, it is important to examine how they facilitate the development of marketing capabilities, CSR initiatives, and business networking, and how these factors, in turn, influence innovation in SMEs This would involve examining how SMEs are adopting and integrating E-Business, and how this adoption, in turn, impacts the relationship between marketing capabilities, CSR, and business networking and SME innovation This is the first new point to compare with previous studies of Tang et al (2015), De Clercq et al (2013). between marketing capabilities, CSR, and business networking and SME innovation It is essential to investigate how the effect of marketing capabilities, CSR, and business networking on SME innovation changes as E-Business capabilities evolve versus previous research of Zeng et al (2010), Bocquet et al (2019) … This study could provide valuable insights into how SMEs can leverage E-Business to improve their marketing capabilities, CSR initiatives, and business networking, and how these factors can, in turn, impact innovation.

Thirdly, the role of E-Business in CSR activities investigated, and this is third new point versus with another research of Murray et al (2019), Aledo Ruiz et al (2021) E- Business provides new opportunities for SMEs to engage in CSR activities, including social and environmental responsibility Study could examine how E-Business can facilitate the integration of CSR into SMEs and how this integration can lead to innovation.

Fourthly, Gender and Education have been found to have a positive impact on SME innovation However, their relationship with E-Business has not been widely explored. There is a need to investigate how Gender and Education influence E-Business adoption and how this adoption, in turn, impacts SME innovation This study provided valuable insights into how SMEs can leverage Gender and Education to improve their E-Business capabilities and innovation.

Lastly, longitudinal studies could be conducted to examine how the impact of marketing capabilities, CSR, and business networking on SME innovation changes over time and how this change relates to E-Business adoption While most studies examining the impact of firm age on innovation have been cross-sectional, longitudinal studies can provide valuable insights into how Firm age impacts innovation over time.

The relationship between marketing capabilities, CSR, business networking and SME innovation has been widely established However, researchers need to explore the endogenous nature of E-Business in these relationships to provide valuable insights into how SMEs can leverage E-Business to improve their marketing capabilities, CSR innovation Additionally, the positive impact of Gender and Education and the negative impact of Firm age, positive impact for Firm size on innovation should be considered in future research in this area The new points of research outlined in this essay provide a valuable starting point for future investigations in this field.

The research results, besides making academic contributions to the field of professional research, also contribute to the development of more effective policies to develop SMEs in the region, in which the above factors are considered.

Theoretical contributions

The thesis aims to examine the relationships between marketing capabilities, CSR, business networking, E-Business, and innovation in SMEs Through a comprehensive literature review and empirical study and results from chapter 4, the thesis provides several theoretical contributions to the understanding of how these factors affect SME innovation.

To compare with research of Joensuu-Salo et al (2023), the first theoretical contribution of the thesis is the positive relationship between marketing capabilities and innovation. Marketing capabilities refers to an organization's ability to effectively manage and coordinate its marketing activities The thesis finds that SMEs with a higher level of marketing capabilities are more likely to innovate This is because marketing capabilities enhances a firm's ability to identify customer needs, generate ideas, and develop and commercialize new products that was described in previous studies such as Swaminathan

The second theoretical contribution of the thesis is the positive relationship between CSR and innovation CSR refers to a firm's commitment to social and environmental responsibility The thesis finds that SMEs with a higher level of CSR engagement are more likely to innovate This is because CSR can provide firms with access to new knowledge, resources, and networks that can stimulate innovation when the study compared the

Following the previous studies of Abrahamsen et al (2023), Lin (2016), Udomkit et al.

(2023), the third theoretical contribution of the thesis is the positive relationship between business networking and innovation Business networking refers to the development and maintenance of relationships with other firms and organizations The thesis finds that SMEs with a wider and stronger network of business relationships are more likely to innovate This is because business networking provides firms with access to new ideas, knowledge, and resources that can support innovation.

Other studies of Bui & Le (2023), Soluk et al (2023) are not mentioned E-business factor as an endogeneity variable but the thesis is that E-Business is endogenous in the relationship between marketing capabilities, CSR, and business networking affecting SME innovation, but this is the fourth theoretical contribution of thesis E-Business refers to the use of digital technologies to conduct business activities The thesis finds that E- Business is a critical factor that mediates the relationship between marketing capabilities, CSR, business networking, and SME innovation E-Business can facilitate knowledge sharing, collaboration, and innovation, and can enhance a firm's ability to compete in the market.

The fifth theoretical contribution of the thesis is the impact of Gender, Education, Firm age and Firm size on innovation The thesis finds that Gender, Education, Firm size impact positively on innovation, while firm age is negatively impacted innovation This suggests that SMEs led by women and those with higher levels of education are more likely to innovate However, older firms are less likely to innovate, which highlights the importance of strategic renewal and adaptation to remain competitive These are the contribution of this study versus with the previous research of Khoa et al (2022).

The thesis provides several theoretical contributions to the understanding of how marketing capabilities, CSR, business networking, E-Business, and demographic factors affect SME innovation The findings suggest that SMEs should develop strong marketing capabilities, engage in CSR, build wider and stronger business networks, adopt E-Business, and

These insights have important implications for SME managers, policymakers, and researchers, and can help to promote innovation and economic growth.

Managerial contributions

The thesis explores the relationships between marketing capabilities, CSR, business networking, E-Business, and innovation in SMEs The research provides several managerial contributions to help SMEs enhance their innovation performance.

Firstly, the managerial contribution of the thesis is the positive relationship between marketing capabilities and innovation SMEs can develop their marketing capabilities by investing in marketing training and hiring qualified marketing personnel This can help SMEs to identify and analyze customer needs, generate new product ideas, and improve the commercialization of new products SMEs can also leverage digital marketing tools and social media to enhance their marketing capabilities and reach new markets.

Secondly, the managerial contribution of the thesis is the positive relationship between CSR and innovation SMEs can engage in CSR activities by adopting environmentally friendly practices, supporting social causes, and promoting ethical behavior This can help SMEs to build a positive reputation and gain access to new knowledge, resources, and networks that can support innovation SMEs can also collaborate with other CSR- oriented firms and organizations to share best practices and enhance their CSR engagement.

Thirdly, the managerial contribution of the thesis is the positive relationship between business networking and innovation SMEs can build wider and stronger business networks by attending trade shows and conferences, participating in business associations, and collaborating with other firms and organizations This can help SMEs to access new ideas, knowledge, and resources that can support innovation SMEs can also use digital platforms and social media to expand their business network and connect with potential partners and customers. mediating the relationship between marketing capabilities, CSR, and business networking, and SME innovation SMEs can adopt E-Business by investing in digital infrastructure, using e-commerce platforms, and leveraging social media to engage with customers and partners E-Business can help SMEs to enhance knowledge sharing, collaboration, and innovation, and can increase their competitiveness in the market.

Fifty, the managerial contribution of the thesis is the importance of Gender, Education, firm age and Firm size in promoting innovation SMEs can encourage gender diversity and hire employees with higher levels of education to enhance their innovation performance SMEs can also prioritize strategic renewal and adaptation to overcome the negative impact of firm age on innovation.

Based on the results also showed, the managerial contributions of the thesis also focus on:

 Marketing capabilities and Innovation: SMEs often struggle with limited resources, making it challenging to invest in marketing However, the findings of this research suggest that developing marketing capabilities can lead to improved innovation performance SME managers can prioritize marketing training and hiring qualified marketing personnel to improve their ability to identify customer needs, generate new product ideas, and improve the commercialization of new products In addition, SMEs can leverage digital marketing tools and social media to enhance their marketing capabilities and reach new markets.

 CSR and Innovation: The positive relationship between CSR and innovation suggests that SMEs can benefit from engaging in socially responsible activities Adopting environmentally friendly practices, supporting social causes, and promoting ethical behavior can help SMEs build a positive reputation and gain access to new knowledge, resources, and networks that can support innovation SME managers can prioritize CSR engagement by identifying and addressing social and environmental issues that are relevant to their business. can provide SMEs with access to new ideas, knowledge, and resources that can support innovation SME managers can prioritize attending trade shows and conferences, participating in business associations, and collaborating with other firms and organizations Digital platforms and social media can also be used to expand their business network and connect with potential partners and customers.

 E-Business and Innovation: E-Business can mediate the relationship between marketing capabilities, CSR, and business networking, and SME innovation By investing in digital infrastructure, using e-commerce platforms, and leveraging social media to engage with customers and partners, SMEs can enhance knowledge sharing, collaboration, and innovation, and increase their competitiveness in the market SME managers can prioritize the adoption of E-Business to support their innovation efforts.

 Gender, Education, Firm Age and Size and Innovation: The findings of this research suggest that SME managers should prioritize gender diversity and higher levels of education when hiring employees to enhance their innovation performance. Additionally, SMEs should prioritize strategic renewal and adaptation to overcome the negative impact of firm age on innovation By prioritizing diversity, education, and strategic renewal, SME managers can ensure that their workforce is equipped to drive innovation and support long-term growth.

Based on the results of this research, the leaders of SMEs can consider the following recommendations to support SME innovation:

 Provide support for marketing capabilities development: the leaders can offer training programs and financial support to SMEs to enhance their marketing capabilities This can include providing access to digital marketing tools, supporting participation in trade shows and conferences, and offering mentorship programs for SMEs to learn from experienced marketers.

 Encourage CSR engagement: can incentivize and reward SMEs that engage in socially responsible activities This can include providing tax credits or grants for promote ethical behavior.

 Facilitate business networking opportunities: Leaders of SMEs can provide opportunities for SMEs to network with other firms and organizations This can include organizing networking events, supporting business associations, and providing access to digital platforms that facilitate knowledge sharing and collaboration.

 Promote the adoption of E-Business: Leaders of SMEs should provide incentives for SMEs to invest in digital infrastructure and adopt e-commerce platforms This can include offering tax breaks for E-Business investments, providing training programs for e-commerce and digital marketing, and supporting the development of digital platforms for SMEs to connect with customers and partners.

 Support diversity, education, and strategic renewal: Leaders of SMEs can provide programs and initiatives to support diversity, education, and strategic renewal among SMEs This can include providing support for training programs to improve employee education levels, offering incentives for diversity hiring, and providing resources for SMEs to facilitate strategic planning and adaptation.

The thesis provides several managerial contributions to help SMEs enhance their innovation performance by developing their marketing capabilities, engaging in CSR, building wider and stronger business networks, adopting E-Business, and prioritizing diversity, education, and strategic renewal These insights can help SME managers to improve their innovation performance, gain a competitive edge, and contribute to economic growth The findings of this research have significant implications for SMEs, policymakers, and researchers in the field of innovation management.

The government needs to push decentralization, strong and reasonable decentralization among government levels, between superiors and subordinates, associated with authority and responsibility; encourage dynamism, and creativity and promote the positivity and initiative of all levels and branches in performing state management tasks. among SMEs, such as social and environmental responsibility, by providing incentives and recognition for those who adopt such practices This can enhance SMEs' reputations and attract customers who value socially responsible businesses To facilitate business networking, the Vietnam government can create platforms and programs that facilitate business networking among SMEs, such as business associations, trade fairs, and business matching events This can help SMEs to expand their networks, access new markets, and collaborate on innovative projects.

Address the education and age gap: The government can provide support for education and training programs that focus on innovation and entrepreneurship, especially for women and young entrepreneurs Additionally, the government can provide support for innovative startups, regardless of their age, to encourage a diverse and dynamic innovation ecosystem.

Limitations and the future research directions

Besides the above contributions, the thesis still has some research limitations.

Firstly, due to the use of secondary data from GSO, the measurement of variables still has certain limitations Secondly, the research is conducted in Vietnam, leading to questions of whether the findings are country specific A comparison among different emerging economies could clarify the benefits of E-Business in the relationship of Marketing capabilities, CSR and Business networking affecting the SMEs’ Innovation.

Thirdly, it would be better if the dissertation could have the result of the expert evaluation to create the basis for proposing managerial implications, however because of the constrain of the scope and timeline, it hasn’t been available yet. are essential for the development of SMEs Future research could investigate how E- Business moderates or mediates the benefits of the relationship for Marketing capabilities, CSR and Business networking affecting the SMEs’ Innovation

Despite the valuable contributions made by this thesis, several limitations pave the way for promising avenues of future research Recognizing these constraints, the following areas represent fruitful directions for extending and enhancing our understanding of the complex relationships among marketing capabilities, CSR, business networking, innovation, and E- Business within the context of SMEs.

Future research could explore and implement alternative measurement methodologies beyond the reliance on secondary data from the GSO The adoption of mixed methods, incorporating qualitative assessments and expert opinions, may enrich the depth and accuracy of variable measurements, providing a more comprehensive understanding of the intricate relationships under examination.

Given the potential specificity of findings to the Vietnamese context, future research could conduct cross-country comparative analyses A comparative study across various emerging economies would allow for a nuanced exploration of cultural, economic, and institutional influences on the relationships between E-Business, marketing capabilities, CSR, business networking, and SME innovation Such cross-country comparisons could uncover universal trends or illuminate context-specific dynamics.

Expert Evaluation and Managerial Implications:

To bridge the gap between academic findings and practical applications, future research might incorporate expert evaluations Expert opinions could provide valuable insights into the managerial implications of the identified relationships Expanding the scope to include expert assessments could offer actionable recommendations for SMEs looking to leverage innovation.

Exploration of Moderating and Mediating Effects:

Building on the identified relationships, future research could delve deeper into the nuanced roles of E-Business as a moderator or mediator Investigating how E-Business influences and shapes the benefits derived from the relationships among marketing capabilities, CSR, and business networking in affecting SMEs' innovation would offer a more granular understanding This could involve examining industry-specific nuances, technological advancements, or regulatory frameworks influencing these moderating or mediating effects.

Considering the dynamic nature of the business environment, longitudinal studies could provide valuable insights into the evolution of these relationships over time. Understanding how the impact of marketing capabilities, CSR, business networking, and E-Business on SME innovation evolves in response to changing economic conditions, technological advancements, and market dynamics would contribute to a more comprehensive and forward-looking knowledge base.

The future research endeavors could address the identified limitations by adopting innovative methodologies, expanding the geographical scope, incorporating expert evaluations, exploring moderating and mediating effects, and conducting longitudinal studies These efforts would further enrich our understanding of the intricate interplay among key variables, offering actionable insights for both academia and practitioners in the realm of SME innovation.

Conclusion

In this chapter, the study summarizes research findings and points out relevant suggestions for Marketing capabilities, CSR, Business networking, and innovation withE-Business, Education, Gender, and Firm age in SMEs environment Besides, all research discussions

Marketing capabilities, CSR, Business networking, and innovation concept and how they affect Innovation The results of this study offer a few implications for the theory and practices of SMEs in Vietnam in enhancing their operations as well as leveraging their competitive advantages At the end of this chapter, the study also shows some limitations of the study and figures out several directions for further research directions.

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