Vietnam, an emerging economy, leads the Southeast Asian region in terms of the growth rate of coconut production; yet, its sustainability is questionable because Vietnam lacks a credible strategy to reap the benefits of its export potential. While the literature is rich with studies on coconut-related export competitiveness and readiness, it seems that studies focused on a single set of factors, and very few studies take Vietnam as a case study for analysis. Studies we found use aggregate data for econometric analysis. On the contrary, this study attempts to address the literature’s gaps by proposing a comprehensive view of key factors identifying the export potential of bottled coconut water. It also adds to our comprehension of how large- and small-scale manufacturers prioritize factors differently. To answer the research questions, we collect qualitative and quantitative data for analysis. We use AHP and M-CRITIC-RP methods for ranking the factors. This study also incorporates the criteria weights into the gravity of the trade model to identify export potential to target markets. Our findings can draw researchers’ and policymakers’ attention to the importance of considering how firms and manufacturers prioritize key factors in export readiness, and thereby impact export potential and target markets.

Bài nghiên cứu này có mục tiêu tìm hiểu các yếu tố ảnh hưởng đến quyết định khởi nghiệp của sinh viên Trường Đại học Quốc Tế. Nghiên cứu xuất phát từ lý thuyết nhận thức xã hội của Bandura (1986), kết hợp với thuyết hành vi có kế hoạch của Ajzen (1991, 2002) và các thang đo của các nghiên cứu đương đại về ý định thành lập doanh nghiệp. Nghiên cứu định lượng dùng SPSS để xử lý dữ liệu, bao gồm phương pháp hồi quy tuyến tính và các phép kiểm cần thiết để đánh giá độ tin cậy của dữ liệu. Kết quả nghiên cứu cho thấy, trong các yếu tố ảnh hưởng đến quyết định lập nghiệp của sinh viên thì đào tạo về khởi nghiệp có ảnh hưởng lớn nhất, sau đó đến nhận thức năng lực về khởi nghiệp, tiếp theo là nhận thức về sự hỗ trợ của trường đại học, và cuối cùng là thái độ đối với khởi nghiệp.

Retaining employees remains a persistent challenge for organizations, and conventional human resource management frameworks typically address it through economic exchange, leaving open the question of how HR systems oriented toward the common good relate to employees' internal motivation and their intention to stay. Drawing on Self-Determination Theory and Trait Activation Theory, this study examines the relationship between Common Good Human Resource Management (CGHRM) and job retention, positioning work intrinsic motivation and prosocial motivation as mediating mechanisms and agreeableness as a moderating trait. Survey data were collected from 300 full-time employees in the United States recruited via the Prolific platform and analyzed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS 4, with hypothesis testing based on bootstrapping with 5,000 resamples. The results show that CGHRM is positively associated with job retention, work intrinsic motivation, and prosocial motivation. Work intrinsic motivation mediates the relationship between CGHRM and job retention, whereas prosocial motivation does not. Contrary to the hypothesized direction, agreeableness negatively moderates the relationship between CGHRM and prosocial motivation: the association is stronger among employees lower in agreeableness, while no moderating effect emerges for job retention. These findings are consistent with the proposition that CGHRM supports retention primarily through work intrinsic motivation, and suggest that common-good practices may serve as a situational substitute for dispositional prosociality, thereby extending Trait Activation Theory. For practice, organizations seeking to retain employees can design HR systems in which contributions to the common good foster employees' work intrinsic motivation, without depending solely on selecting naturally agreeable employees.