664 p 001 diversified customer behavioral learning

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Unformatted text preview: competency moderates the relationships among international entrepreneur culture and flexible marketing channel focus (b94 = 0.664, p < 0.01), diversified customer behavioral learning (b110 = 0.723, p < 0.01), effective customer response orientation (b126 = 0.652, p < 0.01), and valuable marketing communication proactiveness (b142 = 0.474, p < 0.01). Therefore, Hypotheses 16b, 16c, 16d and 16e are supported. In addition, technology adaptation competency positively moderates the relationships among volatile competition forces and continuous INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 92 innovation improve concentration (b74 = 0.618, p < 0.01), flexible marketing channel focus (b90 = 0.582, p < 0.01), and effective customer response orientation (b128 = 0.416, p < 0.05). Therefore, Hypotheses 18a, 18b, 18c and 18d are supported. Furthermore, international experience is added as moderator. The finding shows that international experience moderates the positive relationship between international entrepreneur culture and effective customer response orientation (b131 = 0.260, p < 0.05). Therefore, Hypothesis 20d is supported. Also, with adding international experience as moderator, advanced technology growth increases the relationships between advance technology growth and effective customer response orientation (b132 = 0.260, p < 0.05). Hence, Hypothesis 21d is supported. Likewise, volatile competition forces has a positive relationship with continuous improvement concentration (b80 = 0.618, p < 0.01) and flexible marketing channel focus (b96 = 0.582, p < 0.01) by the moderating effect of international experience. Thus, Hypotheses 22a and 22b are supported. Surprisingly, the findings reveal that international experience as a moderator has a negative significance effect between international entrepreneur culture and continuous improvement concentration (b83 = 0.260, p < 0.05) and flexible marketing channel focus (b99 = -0.664, p < 0.01). Therefore, Hypotheses 20a and 20b are not supported. It indicates that if international experience is high, firm may face with a negative effect between international entrepreneur culture and continuous improvement concentration and flexible marketing channel focus is stronger than it is in less international experience which is similar to Chuntarung and Ussa...
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This document was uploaded on 01/28/2014.

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