Special Issue Of Innovation And Development December 2022, Asia-Pacific Economic Review

Chuyen san DMPT T11.2022_Ver0612-1-5_compressed

1.The impact of the startup ecosystem on the success of entrepreneurs in the context of digital transformation in Ho Chi Minh City

Pham Quang Huy, Vu Kien Phuc

Special issue of innovation and development November 2022, page 3.


Abstract: The main goal of the article is to study the impact of the startup ecosystem on the success of entrepreneurs in the context of digital transformation. In addition, the present study also aimed to analyze the regulatory impact of self-efficacy on the relationship between the startup ecosystem and digital transformation. With data collected by convenient methods from 203 respondents working in enterprises in Ho Chi Minh City, the findings in this study will provide useful implications for policy makers. In promulgating regulations and guidelines on building an effective startup ecosystem in order to promote the development of a team of  entrepreneurs with the necessary qualities and capabilities to contribute to socio-economic development in accordance with the law. towards integration and sustainable development in the context of digital transformation.

Keywords: Entrepreneur, Startup Ecosystem, Digital transformation


2. Opportunities and Challenges of The Trans-Pacific Partnership for The Vietnam Start-Up Ecosystem

Nguyen Mai Chi, Ngo Quang Tuan, Le Thanh Ha, Do Thi Ngan

Special issue of innovation and development November 2022, page 11.


Abstract: The Trans-Pacific Partnership (TPP) has made Vietnam have many opportunities and face many challenges, especially for the national startup ecosystem, which is still in the process of formation and development. On the basis of assessing the current situation of the Vietnam start-up ecosystem and investigating the content of TPP, it is said that the start-up ecosystem will be affected by TPP mostly on some components like law and infrastructure, financial capital, labor and markets. On the other hand, there are only some chapters of the agreement relating to investment programs, intellectual properties, labor and electronic commerce that make a significant impact on the components mentioned above. The paper aims to identify opportunities and challenges that TPP shall bring to the start-up ecosystem in order to help policy makers, start-up companies, investors and relevant organizations to build Vietnam start-up ecosystem, grabbing every opportunity and overcoming challenges in the context of TPP integration. Welcomes opportunities and overcomes challenges in the trend of TPP integration

Keywords: TPP, startup ecosystem, Vietnam


3. Some solutions to develop banking applications BIZ MBBANK digital goods at Joint Stock Commercial Bank Army

Phan Manh Hung, Dang Dieu Huong

Special issue of innovation and development November 2022, page 18.


Abstract: Digital banking contributes to improving the bank’s operational efficiency, combining modern technologies, analytical tools to enhance the customer experience row. In which, one of the customers accounts for a large proportion, with the strong impact on profitability that banks need to accelerate transformation number is the object of business customers (business customers). If the bank has the main If the policy of exploiting corporate customers is effective, the level of loyalty and stability is stable The value of this object will be much higher than that of individual and household customers small business. Located in the powerful digital transformation flow of the banking system Vietnamese banks recently, Military Commercial Joint Stock Bank (MB) has launched the application BIZ MB digital bank is deployed to build a digital service ecosystem diversity for businesses. The article provides some solution recommendations in order to effectively develop BIZ MB digital banking application for customers corporate banking of MB Bank.

Keywords: Entrepreneur, Startup Ecosystem, Digital transformation

4. Orientation to develop digital marketing in Vietnam

Pham Duy Hieu, Pham Thi Thanh Tam

Special issue of innovation and development November 2022, page 27.


Abstract: The internet has become a means of connecting people around the world, with the trend of people using smartphones for daily communication and entertainment. So digital marketing has become a tool for businesses to reach and satisfy customer needs. Research objectives is to identify digital marketing activities being implemented in the world to apply in Vietnam. Research Methods: statistical method, analysis method and synthesis method. Research results: Synthesize previous research results and propose digital marketing activities to be applied in Vietnam to improve the competitiveness of enterprises.

Keywords: digital marketing, satisfy customers, improve competitiveness.


5. Impact of university brand on students’ university selection: Theoretical Research and Analysis Framework Proposal

Nguyen Thi Huyen

Special issue of innovation and development November 2022, page 36.


Abstract: Many studies have been conducted to investigate the factors influencing students’ decision to attend a university; however, the least attention is paid at investigating the impact of elements that comprise the university brand. The study proposes a framework to analyze the impact of university brand on students’ university selection based on theoretical research on the choice decision-making model and a review of the relevant literature. As a result, the analytical model includes seven different groups of factors related to the university’s characteristics: (i) educational activities, (ii) human resources, (iii) the financial regime, (iv) facilities and support services, (v) communication activities, (vi) the university’s reputation, and (vii) the university brand personality. The study makes a contribution to the theoretical foundation of analyzing the factors affecting students’ university choice from the perspective of focusing on the elements constituting the university brand. University administrators can use the study’s findings to enhance the efficiency of brand management activities in order to attract more qualified applicants.

Keywords: branding, university brand, university selection, brand personality


6. Testing the model of intermediaries of Dong Trieu – Quang Ninh ceramics
brand equity on consumers’ intentions

Ngo Thi Lan Huong, Dang Thi Thu Giang, Bui Thi Thuy Hang, Tran Thi Thu Lan, Tran Thi Thanh Huong

Special issue of innovation and development November 2022, page 50.


Abstract: Building and developing brands helps businesses not only have a firm foothold in the domestic market but also in the international market. Despite its position in the market, the strong competition of domestic handicraft villages, along with the penetration of foreign products of the same type, has had a great influence on the consumption of Dong Trieu ceramic products. Through interviewing consumers of Dong Trieu ceramic products and using SEM linear structure model, the article identifies intermediate variables that have a positive impact on consumers’ purchase intention, thereby providing management proposals to develop local ceramic brands in the current market

Keywords: brand equity, handicrafts product, STEM model


7. The theoretical model about corporate social responsibility towards employees

Nguyen Thi Ngoc Phuong

Special issue of innovation and development November 2022, page 59.

Abstract: The main aim of the paper is to systematize the theories, scales and methods of previous studies on corporate social responsibility (CSR) towards employees, thereby forming the theoretical model about the CSR’s components. Specifically, the study presents the evolution of the concept of CSR, from the historical overview to the emergence of recent theories and conceptualizations; the underlying theoretical foundations of CSR; the components to measure CSR of employees; research gaps and future work avenues in the field of CSR. The study can be considered as a guideline to practice CSR activities through their perception

Keywords: measuring CSR, the theoretical model, employees, CSR