Vietnam Post Corporation is shifting from a public postal operator with a nationwide network to a digital postal-logistics platform in response to the pressures of e-commerce growth, platform-based logistics competition, and customer expectations for faster, more transparent, and more personalized services. This study develops a capability-based quantitative model to examine the determinants of Vietnam Post’s competitive position in the digital transformation era. Drawing on the resource-based view, dynamic capability theory, and studies on marketing capabilities, the article proposes seven antecedent factors: organizational and managerial capability, technological and innovation capability, marketing capability, production/operational capability, human resources, relationship-building and networking capability, and market penetration capability. The study combines documentary evidence from Vietnam Post and Viet Nam’s postal and e-commerce markets with a PLS-SEM testing procedure using 412 synthesized observations and 32 reflective indicators. The measurement model satisfies the requirements for reliability and convergent validity: Cronbach’s alpha ranges from 0.862 to 0.923, composite reliability from 0.906 to 0.945, and AVE from 0.708 to 0.812. The structural model explains 63.2\% of the variance in competitive position. Technological and innovation capability has the strongest effect, followed by organizational and managerial capability, market penetration capability, and production/operational capability. The study proposes managerial solutions for Vietnam Post to strengthen platform logistics, data-driven operations, digital marketing, human resource capability, and ecosystem partnerships.
Vietnam Post Corporation is shifting from a public postal operator with a nationwide network to a digital postal-logistics platform in response to the pressures of e-commerce growth, platform-based logistics competition, and customer expectations for faster, more transparent, and more personalized services. This study develops a capability-based quantitative model to examine the determinants of Vietnam Post’s competitive position in the digital transformation era. Drawing on the resource-based view, dynamic capability theory, and studies on marketing capabilities, the article proposes seven antecedent factors: organizational and managerial capability, technological and innovation capability, marketing capability, production/operational capability, human resources, relationship-building and networking capability, and market penetration capability. The study combines documentary evidence from Vietnam Post and Viet Nam’s postal and e-commerce markets with a PLS-SEM testing procedure using 412 synthesized observations and 32 reflective indicators. The measurement model satisfies the requirements for reliability and convergent validity: Cronbach’s alpha ranges from 0.862 to 0.923, composite reliability from 0.906 to 0.945, and AVE from 0.708 to 0.812. The structural model explains 63.2\% of the variance in competitive position. Technological and innovation capability has the strongest effect, followed by organizational and managerial capability, market penetration capability, and production/operational capability. The study proposes managerial solutions for Vietnam Post to strengthen platform logistics, data-driven operations, digital marketing, human resource capability, and ecosystem partnerships.
