Also the limitation concerning with sample size may

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Unformatted text preview: ther industries, hence future research is needed to collect data from other businesses to understand more fully the nature of dynamic global marketing strategy. Also, the limitation concerning with sample size may affect the results. Although it can be accepted, the larger sample size may make the result distinct. Future research should collect data from larger population and/or a comparative population in order to verify the generalizability of the study and increase the level of reliability. Finally, the cross-sectional nature of this research does not allow examining the intriguing issue absolutely. Related dynamic environment changes over time, thus, using longitudinal designs should result in a more comprehensive understanding in further research. 6. CONCLUSION Nowadays, the exporting has become a key driver the firms’ performance, success and sustainability. The objective of this study is to examine the effects of dynamic global marketing strategy on firm survival of exporting jewelry businesses in Thailand via customer participation efficiency, marketing advantage sustainability and market acceptance quality to marketing excellence and marketing performance as mediators. Dynamic global marketing strategy includes continuous innovation improvement concentration, flexible marketing channel focus, diversified customer behavioral learning, effective customer response orientation and valuable marketing communication proactiveness. Here, 154 exporting jewelry businesses in Thailand were chosen as the sample of the study. The results show that the relationships between dynamic global marketing strategy and firm survival have significant positive impact on customer participation efficiency, marketing advantage sustainability and market acceptance quality to marketing excellence and marketing performance. Likewise, the mediator has a positive effect to firm survival. The antecedent variables including executive vision for globalization, international entrepreneur culture, advance technology growth, volatile...
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