Digital orientation, market orientation and innovation capabilities: Evidence from Vietnamese food processing enterprises

This study explores the mechanism through which digital orientation impacts innovation capability via market orientation. Empirical data from 239 Vietnamese food processing enterprises are used for analysis. The results show that digital orientation promotes the innovation capability of enterprises; market orientation, including customer orientation, supply chain orientation, and competitor orientation, has both a direct impact on innovation capability and plays an intermediary role in promoting the relationship between digital capability and innovation capability. Taking market orientation as the key pathway, the study clarifies the mechanism through which digital orientation affects the improvement of innovation capability, and proposes implications for enhancing innovation effectiveness in Vietnamese food processing enterprises.