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.629 Beta coefficients with standard errors in parenthesis, ***p<0.01, **p<0.05, *p<0.10 Table 3 presents the results of OLS regression of the relationships among dynamic global marketing
strategies with five dimensions, namely, continuous innovation improvement concentration, flexible
marketing channel focus, diversified customer behavioral learning, effective customer response
orientation and valuable marketing communication proactiveness, customer participation efficiency,
marketing advantage sustainability, market acceptance quality, and firm survival. Here, continuous
innovation improvement concentration has no significant influence on all consequences. Therefore,
Hypotheses 1a-1d are not supported. Consequently, flexible marketing channel focus has a positive
effect on firm survival (b57 = 0.243, p < 0.10), and customer participation efficiency (b4 = 0.299, p < 0.01).
This finding is similar to that of Kickert (1985) which argued that flexibility can increase in variety, speed,
and amount of responses as a reaction to uncertain future environmental development that creates a
sustainable competitive advantage for the supply chain. Thus, Hypotheses 2a, and 2b are supported.
Surprisingly, the result shows that flexible marketing channel focus is negatively significant with market
acceptance quality (b32 = -0.190, p < 0.10). It implied that the negative effect may find in initial stage
because the greater of flexibility channel occurs, the more firm adapts and changes standards to new
competitive behavior in the market. In addition, diversified customer behavioral learning has no positive
influence on marketing outcomes constructs. Thus, Hypotheses 3a – 3d are not supported. INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 90 Interestingly, effective customer response orientation has a significant positive influence on c...
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