..., this study aims to examine the influence of artisan creativity, paradox mindset and cultural identity on innovation capability. It also tests customer orientation as a moderator variable. This study aims to examine the influence of artisan creativity, paradox mindset, and cultural identity on innovation...

... when business and culture dimensions co-exists. Cultural embeddedness of product Business ties Competitor orientation Customer orientation Artisan product innovation Vietnam Product innovation has been much studied in the business and management literature. Many empirical studies have...