This study attempts to discuss the moderating roles of three prominent organizational characteristics shaped by the contemporary economy with the intervention of technology 4.0 and globalization namely international cooperation, results-oriented culture, and ICT capability for innovation performance and market performance of universities. The study proposes that international cooperation, results-oriented culture, and ICT capability are moderating variables in the effect of sub-components of alliance orientation (i.e. alliance scanning, alliance coordination, alliance learning) on innovation performance and market performance. The study also discuss the relevance of the model for the context of higher education in Vietnam. With the proposed model, the study suggests useful managerial implications for managing and improving performances of universities.
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