Exploring the Relationship Between Competitiveness, Organizational and Management Capabilities, Marketing 4.0 Capabilities, CSR and Green Innovation of MNCs in Vietnam

This study investigates the relationships among organizational and managerial capabilities, Marketing 4.0 capabilities, corporate social responsibility (CSR), green innovation, and competitiveness of multinational enterprises in Ho Chi Minh City, Vietnam. It particularly emphasizes the mediating role of green innovation in the linkage between CSR and competitiveness. Employing a quantitative research design, data were collected through a structured survey, distributing 550 questionnaires and obtaining 500 valid responses. The data were analyzed using PLS-SEM. Findings indicate that organizational and managerial capabilities, Marketing 4.0 capabilities, CSR, and green innovation significantly influence competitiveness. Moreover, green innovation mediates the relationship between CSR and competitiveness. These results offer valuable insights and practical guidance for multinational enterprises aiming to enhance competitiveness through integrated strategies encompassing organizational and managerial capabilities, Marketing 4.0 capabilities, CSR, and green innovation.