Author Identifier

Thi Nguyet Thu Nguyen: https://orcid.org/0009-0005-4207-9444

Date of Award

2025

Document Type

Thesis

Publisher

Edith Cowan University

Degree Name

Master of Business by Research

School

School of Business and Law

First Supervisor

Pi-Shen Seet

Second Supervisor

Jalleh Sharafizad

Third Supervisor

Saalem Sadeque

Abstract

Purpose: This research aims to understand the extent to which entrepreneurial orientation, in particular proactiveness and risk-taking, and market orientation have influenced innovativeness in small and medium enterprises in the Vietnamese International Education Agency sector.

Methodology: An online survey was conducted with 150 managers, CEOs or directors from registered small and medium international education agencies in Vietnam. Partial least squares structural equation modelling was used to analyse the data. A quantitative approach was used to interpret the findings.

Research limitations: This research was conducted in a single country (Vietnam) and a single industry (international education consultancy). Furthermore, this study focused on entrepreneurial orientation (proactiveness and risk-taking), market orientation and innovativeness, and did not consider other strategic orientations.

Findings: This study found that the proactiveness component of entrepreneurial orientation and market orientation directly impacted innovativeness, while the direct influence of the risk-taking component of entrepreneurial orientation and innovativeness was insignificant in small and medium enterprise international education agencies in Vietnam. The research also found that market orientation played a mediating role in the link between proactiveness, risk-taking and innovativeness.

Study significance: The findings of the study have both theoretical and practical significance. They contribute to knowledge by providing a more nuanced understanding of the role of the strategic orientation of a firm in small and medium enterprise innovativeness, particularly within emerging transition economies like Vietnam. The study results are also important in enabling the directors, CEOs, and managers of firms to build development strategies for small and medium-sized enterprise international education agencies.

DOI

10.25958/r11s-0j54

Access Note

Access to this thesis is embargoed until 1st July 2027

Available for download on Thursday, July 01, 2027

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