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Positing that human capital resources of marketers comprise both psychological capital (PsyCap) and marketing capital (MarCap), and that PsyCap in combination with MarCap will have a synergistic effect on marketers’ job performance, the purpose of this paper is to investigate the configurational roles of PsyCap and MarCap in marketers’ job performance.

Using a survey data set collected from 472 marketers in Ho Chi Minh City, Vietnam, the study tested the net effects of PsyCap and MarCap on job performance using structural equation modeling (SEM). Then, the study investigated the configurational roles of PsyCap and MarCap in job performance employing the fuzzy-set qualitative comparative analysis (fsQCA).

SEM results show that two components of PsyCap (efficacy and optimism) and one component of MarCap (organizational MarCap) have positive effects on job performance. fsQCA findings reveal that, except hope, combinations of PsyCap and MarCap components form several sufficient conditions for job performance.

The focus of this study is on marketers, that is, at the individual level. Future research should examine both PsyCap and MarCap at a higher level, such as the team, unit, or firm level.

The study’s findings suggest that firms should pay attention not only to the net effect but also to the configuration of PsyCap and MarCap when designing and implementing their human resource strategies and policies.

This study contributes to the literature on human capital resources by confirming the configurational roles of PsyCap and MarCap in marketers’ job performance.

This study, based on self-determination theory (SDT), investigates the effect of business students' future time perspective (FTP), directly and indirectly (mediated by deep learning approaches), on quality of university life.

A sample of 547 business students in Ho Chi Minh City, Vietnam, was surveyed via a two-wave process to collect data to validate the measures and to test the hypotheses using structural equation modeling (SEM).

The results produced by SEM demonstrated that FTP had no direct effect on quality of university life and that deep learning approaches fully mediated the impact of FTP on quality of university life.

The study findings provide business educators with a better understanding of the role that FTP can play for business students. Increased awareness of this issue may help nurture the FTP of business students, which in turn directs them to pursue deep learning approaches to achieve a higher level of quality of university life.

This study is among the first to empirically investigate the overarching role that FTP plays in both deep learning approaches and quality of university life.

The purpose of this paper is to investigate the impacts of absorptive capacity, learning motivation and acquired knowledge on knowledge transfer from business schools to business organizations, as it has been realized that in-service training business students can serve as a channel as well as a source in this type of knowledge transfer. The study also examines the mixed moderating role of job autonomy in the relationship between acquired knowledge and knowledge transfer.

A sample of 344 in-service training business students in Vietnam was surveyed to collect data. Confirmatory factor analysis was used to validate the measures, and structural equation modeling was used to test the hypotheses.

The findings reveal that absorptive capacity positively affects acquired knowledge but it does not have an effect on knowledge transfer. Learning motivation, however, has positive effects on both acquired knowledge and knowledge transfer. The findings also indicate that acquired knowledge is a determinant of knowledge transfer. Finally, job autonomy plays the role of a mixed moderator in the relationship between acquired knowledge and knowledge transfer.

This study signals the participating parties –business schools, business organizations and in-service training business students –that absorptive capacity, learning motivation, acquired knowledge and job autonomy are critical to the transfer of knowledge from business schools to business organizations.

This study contributes to the literature on university-to-industry knowledge transfer by providing empirical evidence for key determinants of knowledge transfer from business schools to business organizations through a new channel of knowledge transfer – in-service training business students.

Realizing the role of signals in the evaluation of teaching quality as well as the advantage of a set-theoretic approach to education research, the purpose of this paper is to employ a signaling framework and fuzzy-set qualitative comparative analysis (fsQCA) to configure the roles of signal quality, including signal consistency, signal clarity, signal credibility and teaching investment in the teaching quality of Master of Business Administration (MBA) faculty members.

A sample of 342 MBA students in Ho Chi Minh City, Vietnam was surveyed to collect the data. fsQCA was employed to configure the conditions – signal consistency, signal clarity, signal credibility and teaching investment – for the occurrence of teaching quality, and structural equation modeling (SEM) was used to test the net effects of these conditions on teaching quality.

fsQCA findings reveal that teaching investment combines with signal clarity, signal consistency and signal credibility to form sufficient conditions for the occurrence of teaching quality. SEM results confirm the net effects of these conditions on teaching quality.

This study suggests that MBA faculty members should invest in their teaching and send clear, consistent and credible signals to their students in order to enhance their teaching quality perceived by their students.

The application of signaling theory to evaluate teaching quality, which has largely been ignored in prior research, and the use of fsQCA to better understand the complexity of necessary and sufficient conditions for teaching quality are two contributions of this study to the literature.

This study takes its basis in job demands-resources (JD-R) and psychological resource theories to investigate the role of two personal factors – psychological capital (PsyCap) and study crafting – in the quality of university life of business students.

A sample of 806 undergraduate business students in Vietnam was surveyed to collect data. Confirmatory factor analysis (CFA) was used to validate the measures and structural equation modeling (SEM) was employed to test the model and hypotheses.

The results produced by SEM demonstrated that students' PsyCap had a positive effect on quality of university life. In addition, study crafting positively moderated the relationship between students' PsyCap and quality of university life.

The study findings suggest that universities could complement higher performance standards of universities with efforts to enhance quality of university life by developing and nurturing students' PsyCap and study crafting, enabling students to rise to the challenge posed by higher standards.

The study findings contribute to the literature on business education by confirming the overarching role that PsyCap plays in the quality of university life of students. Further, the study introduces the concept of study crafting and demonstrates that study crafting alone and in combination with PsyCap may help business students enjoy a higher quality of university life.

The purpose of this paper is to investigate the impact of the hardiness of university business students. Overall hardiness, and its individual components of commitment, control and challenge, were all explored in relation to students’ quality of university life, quality of life and learning performance.

A sample of 722 Vietnamese business students was surveyed to collect the data. Structural equation modeling (SEM) was used to determine whether hardiness and/or its components enhanced students’ quality of university life, quality of life and learning performance. Necessary condition analysis (NCA) was then employed to explore the levels of hardiness and its components necessary for each of the key areas.

SEM results revealed that overall hardiness had a positive effect on all three key areas. In terms of individual components, commitment, control and challenge were found to have positive impacts on learning performance; however, control did not affect quality of university life, and challenge had no effect on quality of life. NCA results show that these components of hardiness had varying degrees necessary for students to experience success in these areas.

Findings suggest that university administers should consider the role which student hardiness, and its individual components, can play in relation to student success at university. Specifically, universities should practice hardiness training and assessment programs to equip their students with hardy attitudes and skills.

This study is one of the first to examine of the levels of the components of hardiness (i.e. commitment, control and challenge) necessary for students to achieve success in the quality of university life, quality of life and learning performance.

The purpose of this paper is to employ a necessary condition analysis (NCA) approach to investigate the level of necessity of two conditions, marketing capability, including responsiveness to customers, responsiveness to competitors, responsiveness to the macro environment, and business relationship quality, and innovativeness capability for firm performance.

Using a survey data set collected from a sample of 311 Vietnamese firms, this study explored the levels of necessity of the components of marketing capability and innovativeness capability by NCA. The study also tested the net effects of these components on firm performance by multiple regression analysis (MRA).

The MRA results reveal that except for responsiveness to the macro environment, other components of marketing capability and innovativeness capability have positive effects on firm performance. Further, firm size affects performance but industry types do not. The NCA results indicate that these conditions exhibit different levels of necessity for the occurrence of firm performance.

A major limitation of this study is the exploration of necessary levels of only two key firm capabilities, i.e., marketing and innovativeness. Several other capabilities, such as, research and development, operations capabilities, and other market-based assets should be investigated in future research.

The findings suggest that firms should pay attention not only to the net effects (β weights) but also to the levels of necessity of firm capabilities for their target outcome.

This study is among first studies investigating the levels of necessity of marketing capability and innovativeness capability for firm performance.

This study aims to investigate a mediation model in which generative learning positively affects marketing innovation and both organizational control and relationship openness mediate the relationship between learning intent and generative learning of international joint ventures (IJVs) in emerging markets. We also decipher the degree of necessity of these factors for generative learning and of generative learning for marketing innovation.

A sample of 181 marketing managers of IJVs in Vietnam, an emerging market, was surveyed to collect data. Partial least squares structural equation modeling (PLS-SEM) was employed to test the net effect, and necessary condition analysis (NCA) was used to decipher the degree of necessity.

The PLS-SEM results demonstrate that the effect of learning intent on generative learning is fully mediated by organizational control and relationship openness, which in turn leads to marketing innovation. The NCA findings reveal that all three factors, namely learning intent, organizational control and relationship openness, serve as necessary conditions for generative learning. However, generative learning does not play the role of a necessary condition for marketing innovation.

The study findings suggest that IJVs in emerging markets should pay attention not only to the net effects of those factors but also to their degrees of necessity for generative learning in order to achieve marketing innovation.

The study contributes to the literature by confirming the mediating roles of organizational control and relationship openness in the relationship between learning intent and generative learning. Furthermore, it is among the first to decipher the degrees of necessity of these factors for generative learning and of generative learning for the marketing innovation of IJVs in emerging markets.

This study examines a moderated moderation model in which the hardiness of chief marketing officers (CMOs) moderates the relationship between CMOs' future focus and firms' sustainability marketing commitment (SMC), and this moderating effect is moderated by CMOs' proactive personality.

A sample of 298 CMOs of firms in Vietnam was surveyed to collect data. Confirmatory factor analysis was employed to validate the measures of the constructs used in the model and structural equation modeling (SEM) was used to test the model and hypotheses.

The SEM results reveal that CMOs' future focus had a positive relationship with firms' SMC. Furthermore, both CMOs' hardiness and its interaction with CMOs' future focus had positive effects on firms' SMC. Finally, the three-way interaction between CMOs' future focus, hardiness and proactive personality had a positive effect on firms' SMC.

The study findings assist firms in emerging markets in understanding the roles of some key personality-based resources of CMOs in fostering firms' SMC.

This study is among the first to investigate the roles of CMOs' personality-based resources (i.e. future focus, hardiness and proactive personality) in firms' SMC, offering insight into the sustainability marketing literature.

The purpose of this paper is to decipher the levels of three strategic orientations – learning orientation, entrepreneurial orientation (proactiveness and risk taking) and marketing orientation (responsiveness to customers, responsiveness to competitors, responsiveness to the macro-environment and business relationship quality) – that are necessary for firm innovativeness.

Data were collected from a sample of 316 firms in Ho Chi Minh City, Vietnam. Multiple regression analysis (MRA) was employed to examine the net effects of seven factors (learning orientation, proactiveness, risk taking, responsiveness to customers, responsiveness to competitors, responsiveness to changes in the macro-environment and business relationship quality) on firm innovativeness. Necessary condition analysis (NCA) was then employed to discover the level of these factors as necessary conditions for firm innovativeness.

The results produced by MRA show that learning orientation, proactiveness, responsiveness to customers and responsiveness to competitors have positive effects on firm innovativeness. The results from the NCA reveal that six out of seven conditions exhibit varying necessary levels for firm innovativeness.

The findings are relevant to senior managers and suggest that the levels of strategic orientations necessary for firm innovativeness vary. Firms therefore should pay attention not only to the net effects (beta weights) but also to their necessary levels. Based on their resources and capabilities, firms should take into account the necessary level of each strategic orientation in order to achieve their innovativeness goal.

This study is among the first to decipher the levels of three strategic orientations (learning orientation, entrepreneurial orientation and marketing orientation) that are necessary for firm innovativeness.