Strategic Drivers of Food Industry Performance: Quantifying Impacts of Market, Sustainability Orientations and Dynamic Capabilities

This study investigates interrelationships between market/sustainable value orientation, learning capabilities, research and development capacities, and performance outcomes in Vietnamese food businesses.Drawing on resource-based theory and expert insights, a survey of 499 firms used partial least squares structural equation modeling (PLS-SEM) to model linkages.Findings revealed significant positive relationships between market orientation, sustainable value emphasis and firm performance, mediated by learning orientation.Additionally, research and development capabilities positively moderate sustainable value's impact on performance.By elucidating these mechanisms within an integrated framework tailored to emerging food industry contexts, this research pioneers a quantitative approach for systematic analysis of competitive orientation, value proposition, and capability factors influencing organizational success.Practical implications are discussed for leveraging market/sustainability strategies and dynamic capability development that enhance performance while tackling societal issues.