492 p 001 efficiency marketing advantage

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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...
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This document was uploaded on 01/28/2014.

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