Performance implication of market orientation and use of management accounting systems

• Published in: Journal of Asian Business and Economic Studies Vol. 25; no. 1; pp. 33 - 49
• Main Author: Nguyen, Nguyen Phong
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 16.07.2018; Emerald Group Publishing Limited
• Subjects: Accountants; Brand loyalty; Competition; Competitive advantage; Customers; Decision making; Management accounting; Marketing; Strategic management; Accountants’ participation in strategic decision making; Market orientation; Transition market; Management accounting systems
• ISSN: 2515-964X; 2515-964X
• DOI: 10.1108/JABES-04-2018-0005

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 square-structural 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.