Hai Thanh Thi Nguyen

Type of the article: Research Article

Abstract
As emerging economies pivot toward regenerative models, agricultural small and medium-sized enterprises face increasing pressure to harmonize sustainability with market performance. This study investigates the mechanisms through which green supply chain management and circular economy orientation drive sustainable competitive advantage, specifically focusing on the agricultural sector in Vietnam. Data were collected from 369 agricultural small and medium-sized enterprises and analyzed using partial least squares structural equation modeling to test the hypothesized relationships. The empirical results reveal that the structural model accounts for 43.3% of the variance in sustainable competitive advantage. While both strategies significantly enhance competitive outcomes, circular economy orientation (β = 0.307, p < 0.001) exhibits a stronger positive association with sustainable competitive advantage compared to green supply chain management (β = 0.181, p < 0.001). Furthermore, dynamic capabilities act as a potential mediator, partially mediating the relationship between green orientations and market superiority. Notably, market turbulence significantly strengthens the relationship between dynamic capabilities and sustainable competitive advantage (β = 0.098, p = 0.024), highlighting the boundary condition that enhances the strategic value of organizational agility. These findings suggest that for small and medium-sized enterprises in volatile emerging markets, transitioning from operational greening to systemic circularity is essential for long-term resilience and securing a robust competitive position.

Type of the article: Research Article

Abstract
In the era of rapid digital evolution, navigating the digital paradox remains a critical challenge for small and medium-sized enterprises (SMEs) seeking to convert technological capabilities into commercial outcomes. This study examines the relationships between empathetic and flexible leadership behaviors, digital transformation, and marketing performance through the mediating mechanism of marketing process innovation under varying levels of competitive intensity within female-led SMEs. A cross-sectional survey was administered from May to August 2025 to 265 female enterprise owners and senior executives of registered female-led SMEs in Vietnam, recruited via a structured purposive sampling design. Applying Partial Least Squares Structural Equation Modeling (PLS-SEM), the empirical findings indicate that empathetic and flexible leadership behaviors and digital transformation are significantly associated with marketing process innovation, with leadership behaviors demonstrating the strongest direct relationship (β = 0.376, p < 0.001). Furthermore, marketing process innovation partially mediates the relationship between digital transformation and marketing performance (indirect effect β = 0.103, p < 0.001; total indirect effect of the system confirms structural transmission), while competitive intensity positively moderates the relationship between marketing process innovation and marketing performance (β = 0.104, p < 0.05). Complementary fuzzy-set Qualitative Comparative Analysis (fsQCA) reveals that high marketing performance is achieved through the configurational alignment of leadership behaviors, digital maturity, and process innovation in highly competitive settings. These findings highlight the strategic value of integrating behavioral adaptability with digital initiatives to optimize marketing processes in female-led enterprises.