The impact of market orientation on small businesses’ performance in Vietnam : the mediating effects of the management accounting system

Objective: The objective of the article is to gain insight into the role of management accounting systems (MAS) in small businesses in Vietnam. Research Design & Methods: Data collected from 159 small businesses located in Vietnam are used to test the proposed model. The SEM PLS analysis was used to assess the data. The Harman's single-factor test and marker variable were used to examine the presence of common method bias. Findings: The results reveal the positive relationship between market orientation and the use of broad-scope MAS, as well as the relationship between broad-scope MAS and small businesses' performance. Besides, the link between market orientation and performance is mediated by the use of broad-scope MAS. Implications & Recommendations: This study provides some practical implications for the owner of small businesses about the design of MAS. Contribution & Value Added: This study contributes to the MAS literature by introducing new contingency variables, using the adequate framework to access the fits between contingency factor and the use of MAS, and providing empirical evidence of the use of MAS in small businesses located in Vietnam.