Navigating Digital Transformation in the Distribution Sector in Emerging Economies: Insights from Vietnam

Document Type : Research Paper

Authors

1 Foreign Trade University, Vietnam

2 Department of Marketing - School of International Business and Economics – Foreign Trade University (FTU), Vietnam

Abstract

This study aims to investigate the key determinants influencing digital transformation adoption in Vietnam’s distribution sector, focusing on factors such as technology infrastructure, leader support, financial investment, market pressure, and organizational readiness to change. Utilizing a quantitative research approach, the researchers collected data from 288 managers and staff through structured questionnaires. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), revealing that market pressure and readiness to change are the most significant predictors of digital transformation. Contrary to prior assumptions, leadership support and financial investment did not directly influence adoption; rather, they contributed indirectly by shaping organizational culture. The study offers practical implications for managers in emerging economies and contributes to the theoretical understanding of digital transformation drivers.

Keywords

Main Subjects

References

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Interdisciplinary Journal of Management Studies
Volume 18, Issue 4
October 2025
Pages 775-790

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