This preview shows page 1. Sign up to view the full content.
Unformatted text preview: ustomer
participation (b6 = 0.492, p < 0.01), efficiency, marketing advantage sustainability (b20 = 0.555, p < 0.01),
and market acceptance quality (b34 = 0.451, p < 0.01). This finding indicates that firm with customer
response focus can allow an organization to differentiate its products and services from competitors,
sustain customer loyalty, extend the value to its customers
and gain greater performance
(Magretta,1998). Therefore, Hypotheses 4b, 4c, and 4d are supported. Moreover, valuable marketing
communication has a significant positive association with firm survival (b60 = 0.268, p < 0.05), marketing
advantage sustainability (b21 = 0.250, p < 0.05), and market acceptance quality (b35 = 0.537, p < 0.01).
This finding is consistent with Tuten and Urban (2001) who argues that market communication capability
is a set of abilities and knowledge related to communication that enables a firm to introduce and motivate
customer’s needs in new products or new services and make customer desire to purchase the new
products or new services. Therefore, Hypotheses 5a, 5c and 5d are supported.
For the control variables, firm capital has a significant positive influence on firm survival (b54 = 0.469, p <
0.01), efficiency, marketing advantage sustainability (b15 = 0.267, p < 0.05), and market acceptance
quality (b29 = 0.233, p < 0.05) while firm age has a significant negative influence on firm survival (b55 = 0.340, p < 0.01).
Accordingly, Market munificence is added as a moderator in the relationships as shown in table 3. The
results show that the relationships between continuous innovation improvement concentration and market
acceptance quality are significant positively moderated by market munificence (b37 = 0.176, p < 0.10)
whereas other relations have no significant effect on the relationships. Therefore, Hypothesis is 23d is
supported but Hypotheses 23a-23d are not. It indicates that the relationship between continuous
innovation improvement and m...
View Full Document
This document was uploaded on 01/28/2014.
- Spring '14
- The Land