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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 mediating roles of cultural sensitivity and information exchange in the impact of market orientation on relationship quality.

Using a survey data set collected from a systematic sample of 297 Vietnamese exporters, the authors tested a model that depicts the direct and indirect effects of market orientation on relationship quality.

The authors found that market orientation has both direct and indirect effects, mediated by cultural sensitivity and information exchange, on relationship quality.

A major limitation of this study is the investigation only one side of the dyad, the exporter. Future research should use data collected from two sides of the dyad, the exporter and the importer.

The results of this study suggest that, exporters, who want to maintain high quality relationships with importers, should adopt a market-oriented strategy to enhance the degree of cultural sensitization to as well as the level of exchange of information with their importers.

This study enhances the understanding of predictors of relationship quality in export markets by confirming the mediating role of cultural sensitivity and information exchange in the impact of market orientation on relationship quality.

This study aims to explore the impact of Vietnamese firms' expectations of opportunities provided by the World Trade Organization (WTO) – expected WTO opportunities – on their marketing and innovativeness capabilities, and subsequently, on business performance.

Using a sample of 323 Vietnamese firms in Ho Chi Minh City, a model incorporating expected WTO opportunities, marketing and innovativeness capabilities, and business performance by means of structural equation modeling was tested.

It was found that expected WTO opportunities had positive impacts on both marketing and innovativeness capabilities. Further, marketing and innovativeness capabilities underlie business performance of Vietnamese firms.

A key limitation of this study is the examination of the impact of expected WTO on only two firm capabilities: marketing and innovativeness. There might be several other firm capabilities that may be affected by expected WTO such as entrepreneurial orientation and learning orientation.

The results of this study suggest that firms should be prepared to take advantage of the WTO: to evaluate its opportunities, as well as threats, in order to design and implement appropriate strategies for doing business in a new and challenging environment.

This is the first study of this type on Vietnam's entry into the WTO as an important event for Vietnamese firms. The findings of this study suggest expected WTO opportunities play an important role in strengthening marketing and innovativeness capabilities, and subsequently, on business performance.

Realizing the importance of personal interaction in business relationships between manufacturers and distributors, this study aims to explore the role of personal interaction in relationship value, and subsequently in distributor performance, in a transition market, Vietnam.

A sample of 472 distributors in the south of Vietnam was surveyed to test the theoretical model. Structural equation modeling was used to analyze the data.

It was found that personal interaction drives product support, information support, and delivery performance perceived by distributors. In addition, product support, information support, and delivery performance are key factors that nurture the value of relationships between manufacturers and distributors. Finally, relationship value is a determinant of distributor performance.

A key limitation of this study is the heavy reliance on the hypothetico‐deductive approach. Business relationships of firms in transitional economies, due to differences in cultures and economies, might exhibit some differences in value drivers. An inductive approach may be a suitable alternative method to explore relationship value and its determinants in transition economies like Vietnam.

The results of this study suggest that manufacturers should invest more time and efforts in personal interaction with their key distributors to enhance the value of their relationships with those distributors.

This study is the first of its kind in Vietnam, which explores the role of personal interaction in relationship value in Vietnam.

The purpose of this paper is to examine the impacts of instructor capability and learning motivation on learning performance of business students in Vietnam. It also explores the moderating effect of personal development competitiveness on the roles of instructor capability in both learning motivation and learning performance.

Two phases of study were undertaken. A pilot phase was used to preliminary assess the measures and a main survey with a sample of 1,278 undergraduate business students was conducted to validate the measures and to test the models.

Instructor capability was found to have a positive impact on learning motivation and, subsequently, on learning performance. The results further show that the impacts of instructor capability on both learning motivation and learning performance are greater in the group of students which has a higher level of personal development competitiveness.

A key limitation of this study is the examination of the roles of instructor capability and learning motivation in learning performance. There can be several other antecedents of learning performance of business students.

The results of this study suggest that university administrators should design suitable recruitment and training policies in order to have instructors with appropriate knowledge and teaching skills. Also, students' personal development competitiveness in learning should be encouraged.

The findings enhance one's understanding of key antecedents of learning performance, as well as the moderating role of personal development competitiveness in the learning of business students in a transition market, Vietnam.

This study aims to explore the impact of hedonic shopping motivations (HSM) and supermarket attributes (SMA) on shopper loyalty (SLO).

A sample of 608 supermarket shoppers in Ho Chi Minh City, Vietnam was surveyed to test the model. Structural equation modeling was used to analyze the data.

It was found that SMA and HSM had positive effects on SLO. It was also found that the impact of hedonic motivations on SLO was different between the younger and older, as well as lower and higher income groups of customers. However, no such difference was found between female and male shoppers.

A major limitation of this study was the use of a sample drawn from one transitional market. Cross‐national samples will be a direction for further research. Also, the study focuses on attitudinal loyalty. Behavioral loyalty should be taken into account in future research.

The findings suggest that the supermarket managers showed concentrate their positioning strategies not only on the utilitarian dimension but also on the hedonic motivations to stimulate SLO, especially for older and higher income segments of customers.

The major contribution of the study is to empirically examine the role of hedonic motivations in SLO in Vietnam, a transitional market.

Based on the resource‐based view of the firm, this study aims to examine antecedents and outcomes of firm‐specific marketing capital pool invested by marketers in a transition market, Vietnam.

A sample of 528 marketers in Ho Chi Minh City was surveyed to test the theoretical model. Structural equation modelling was used to analyze the data.

It was found that firm‐specific marketing capital pool had positive impacts on both job attractiveness and job satisfaction. The impacts of human marketing capital and relational marketing capital pools on firm‐specific marketing capital were significant. Finally, the relationship between job attractiveness and job satisfaction, and the relationship between human marketing capital pool and relational marketing capital pool were also significant.

A key limitation of this study is the examination of only two antecedents of firm‐specific marketing capital pool: human and relational marketing capital pools.

The results of this study suggest that firms should establish people management policies and practices that motivate marketers to invest more in firm‐specific marketing capital to enhance job attractiveness and job satisfaction of marketers. Also, in order to improve firm‐specific marketing capital, recruiting marketers with high levels of human and relational marketing capital pools is a priority.

The study investigates the role of human resources at the marketing professional level in job attractiveness and job satisfaction in a transition market.

This study examines the roles of market and learning orientations in relationship quality between exporters in transition economies and their foreign importers and subsequently, export performance. A random sample of 283 export firms in Vietnam provides evidence to support the hypothesized main effects. The results further indicate that learning orientation plays a role in building high-quality relationships for both new and mature relationships. However, the impact of market orientation on relationship quality is found only in the new relationship. In addition, firm-ownership structure does not moderate the relationships between learning orientation, market orientation, relationship quality, and export performance.

According to a recent and interesting revision of advances in international marketing theory and practice, the international marketing literature has grown exponentially in recent years in order to offer sufficient support to corporate and public policy makers confronting today's hostile global business conditions (Katsikeas, 2003a). In fact, some of the most relevant academic journals in this field (Journal of International Business Studies, Journal of International Marketing, International Marketing Review, International Business Review, Advances in International Marketing, among others) can be considered highly stable and mature publications, with research articles covering a wide range of topics within the international marketing domain and usually authorized by leading contributors to other high-ranking marketing journals (DuBois & Reeb, 2000; Malhotra, Wu, & Whitelock, 2005).