Digital transformation for value chain development of mountainous OCOP products in Thanh Hoa Province, Vietnam

This paper investigates the role of digital transformation in the management and development of value chains for OCOP (One Commune One Product) products in the mountainous communes of Thanh Hoa Province, Vietnam. The study employed a mixed-method design, combining a survey of 95 OCOP entities with semi-structured interviews involving 12 stakeholders, including commune officials, agricultural experts, and local producers. Descriptive statistics, SWOT analysis, and thematic analysis were applied to assess the structural features of OCOP entities, their readiness for digital adoption, and the opportunities and challenges they face. The results show that household producers dominate the OCOP structure, accounting for 61.1 percent of respondents, while cooperatives and small enterprises represent 27.4 percent and 11.6 percent, respectively. Agricultural products form the majority of outputs (71.6 percent), highlighting dependence on natural resources, while handicrafts and processed foods remain limited. Although awareness of digital transformation is widespread, actual adoption is constrained by low digital literacy, weak infrastructure, and financial barriers. Cooperatives and younger producers demonstrate greater openness to digital platforms, creating opportunities for collective initiatives and generational change.