Hence hypotheses 7a and 7b are not supported in

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Unformatted text preview: y has no significant association with both market excellence and market performance. Hence, Hypotheses 7a, and 7b are not supported. In contrast, market acceptance quality has a significant positive influence on market excellence (b47 = 0.713, p < 0.01) and market performance (b52 = 0.577, p < 0.01). Thus, Hypotheses 8a and 8b are supported. Furthermore, market excellence has a positive relationship with marketing performance (b53 = 0.682, p < 0.01) and firm survival (b68 = 0.212, p < 0.01). This finding was similar to Jirawuttinunt and Ussahawanitchakit (2011) who found that marketing excellence is positively related to marketing performance. Hence, Hypotheses 9a and 9b are supported. In addition, market performance is positively related to firm survival (b69 = 0.606, p < 0.01). This evidence suggests that firms with excellent marketing tend to gain sustainable marketing performance (Charpavang and Ussahawanitchakit, 2010). Therefore, Hypothesis 10 is supported. INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 91 TABLE 4 RESULTS OF REGRESSION ANALYSIS OF CONSEQUENCESa Independent Variables Customer participation efficiency (CPE) Marketing Advantage Sustainability (MAS) Market acceptance quality (MAQ) Independent Variables 9 ME .112 (.068) .012 (.089) .713*** (.082) 10 MP .204** (.079) -.021 (.103) .577*** (.096) Marketing Excellence (ME) 11 MP .682*** (.059) Marketing Excellence (ME) Marketing Performance (MP) Firm Capital (FC) .029 .087 (.100) (.109) Firm Age (FA) -.097** .119 (.101) (.116) 2 Adjusted R .628 .505 a Beta coefficients with standard errors in parenthesis, ***p<0.01, **p<0.05, *p<0.10 12 FSV .102** (.117) -.199* (.119) .482 .212*** (.067) .606*** (.603) .251 (.096) -.250** (.099) .652 Next, Table 5 presents the result of the relationship of all antecedents (executive vision for globalization, international entrepreneurial culture, advanced technology growth, and volatile competition forces) and five dimensions of dynamic global marketing strategy. The results shows that executive vision for glob...
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This document was uploaded on 01/28/2014.

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