Linking strategic orientations and open innovation of Vietnamese ICT firms with sustainable business advantage: The role of green HRM practices

The present research aims to assess the sustainable business advantage of ICT firms in Vietnam through market orientation, green entrepreneurial orientation, knowledge orientation, and open innovation. The mediating role of green human resource management (HRM) has also been assessed. Data was compiled from 400 employees in ICT firms and Partial Least Squares Structural Equation Modeling (PLS-SEM) was used in this study. Results declared a significant relationship between market orientation (MO), knowledge orientation (KO), green entrepreneurial orientation (GEO), open innovation (OI), and sustainable business advantage (SB). The mediation of green HRM between GEO and SB was significant whereas the mediating role of green HRM practices insignificantly mediates the relationship between MO and SB, OI and SB, and KO and SB. The study extends the growing body of literature regarding the relationship between strategic orientations and open innovation within the context of Vietnamese ICT firms, which has not been focused on in past studies. The study ensures beneficial practical insights for the managing authorities of ICT firms in Vietnam regarding the increment in sustainable business practices through MO, KO, OI, GEO, and OI. The research limitations are also addressed in the last section.