Innovation and Agility in Emerging Market E-commerce: The Case of Vietnam

This research seeks to explore the connections among external innovation sources, the integration of digital technologies, customer engagement, internal innovation sources, and their influence on perceived organizational agility and market dynamics within emerging market e-commerce. The research method employed in this paper is systematic and includes the use of well-developed structured questionnaires distributed among e-commerce vendors and the logistics workforce. As a result, PLS-SEM was used to analyze the investigated factors and examine the relationships between the variables and the ability of governmental policies to influence them. Field evidence indicates that external sources of innovation and the application of digital technologies significantly enhance the firm's ability to respond to the market. At the same time, internal resources are beneficial but with some complexities. Absorptive policies are a crucial enabling system that sustains or hinders the diffusion of innovative ideas. The study highlights the importance of collaborative work between organizations, the integration of technologies, innovations into processes enhancing work, and supportive governmental policies. The findings reveal several managerial, social, and theoretical implications that contribute to the increased flexibility and growth capability of e-commerce firms in emergent markets.