Journal of Asian Business and Economic Studies
Vol. 25(01) , April 2018, Page 33-49


Performance implication of market orientation and use of management accounting systems: The moderating role of accountants’ participation in strategic decision making
Nguyen Phong Nguyen

Email: nguyenphongnguyen@ueh.edu.vn
Organization: University of Economics Ho Chi Minh City
Received: May 18, 2020
Revised: June 10, 2020
Accepted: April 01, 2018
Published: May 18, 2020
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Abstract
Purpose – Drawing upon the resource-based view and the contingency theory, the purpose of this paper is to build and test a framework of: the interaction between market orientation (MO) and accountants’ participation in strategic decision making; and its subsequent effect on the use of management accounting systems (MASs), which, in turn, enhances firm performance. Design/methodology/approach – The hypotheses were empirically tested using partial least squarestructural equation modeling with survey data from 171 large business firms in Vietnam. The standardized root mean squared residual value of the composite model was also examined using SmartPLS3 to test the model fit. The marker-variable technique was employed to test common method bias. Findings – This study has two key findings: first, the use of MAS (in terms of broad scope, timeliness, aggregation, and integration) mediates the effect of MO on firm performance. Second, the degree of accountants’ participation in strategic decision making elevates the positive relationship between MO and the use of MAS. Originality/value – This study is one of the first empirical attempts to test the contingent roles of accountants’ participation in strategic decision making and the use of MAS information in driving performance of market-oriented firms in the context of a transition market.

Keywords
Market orientation, Management accounting systems, Accountants’ participation in strategic decision making, Transition market
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