Firm age was measured by the number of year that a

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Unformatted text preview: aht and 1 = more that 10,000,000 Baht). Firm age was measured by the number of year that a firm has been in operation (0 = Less than 10 years and 1 = more than ten years). Firm success may be influenced by firm capital and firm age because it tends to achieve superior performance (Ussahawanitchakit, 2007). 3.3 Methods The validity of data in questionnaire was checked by factor analysis. That is used to test whether multiitem measures of each construct unidimensionality. One item of customer uncertainty is below cut-off then we removed from our analysis. After removing one item factor loading of each construct, the result presents a value higher than 0.5. All factors loading are 0.67-0.95 as being greater than the 0.4 cut-off and are statistical significant (Hair et al., 2006). That is, factor loading of each construct should not be less than 0.4. Reliability of the measurement was assessed by Cronbach Alpha coefficients. In the scale INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 87 reliability, Cronbach Alpha coefficients range from 0.71 to 0.95 as being greater than 0.7, therefore, above acceptable threshold (Nunnally and Bernstein, 1994). Table 1 below shows the results for both factor loadings and Cronbach Alpha for multiple-items scales used in this study. TABLE 1 RESULT OF MEASURE VALIDATION Items Firm survival (FSV) Continuous innovation improve concentration (CII) Flexible marketing channel focus (FMC) Diversified customer behavioral learning (DCB) Effective customer response orientation (ECR) Valuable marketing communication proactiveness (VMC) Customer participation efficiency (CPE) Marketing Advantage Sustainability (MAS) Market acceptance quality (MAQ) Marketing Excellence (ME) Marketing Performance (MP) Executive Vision for Globalization (EVG) International Entrepreneur Culture (IEC) Technology adaptation competency (TAC) International experience (IEX) Advance technology growth (ATG) Volatile competition forces (VCF) Market munificence (MMU)...
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