THE STUDY OF INNOVATION CAPABILITY, CROSS-CHANNEL CAPABILITY AND FIRM PERFORMANCEOF VIETNAMESE RETAIL ENTERPRISES

This study aims to investigate the impact of innovation capability on cross-channel capability and the effect of cross-channel capability on firm performance of an organization. On the base of literature review, this study suggests a research hypothesis model, and uses quantitative research method to examine. Research data is collected from 201 Vietnamese retail enterprises. The Structural Equation Modeling (SEM) by Smart-PLS is used for data analysis. The research result indicates that there is a significant and positive impact of innovation capability on cross-channel capability. Besides that, the finding shows that cross-channel capability plays an important role in improving firm performance. Based on the findings, some recommendations are suggested to enhance firm performance by generating cross-channel capability and innovation capability of Vietnamese retailers.