Hypothesis 20 international experience positively

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Unformatted text preview: rketing communication proactiveness. Hypothesis 20: International experience positively moderates the relationships between the international entrepreneurial culture and (a) continuous innovation improvement, (b) flexible marketing channel focus, (c) diversified customer behavioral learning, (d) effective customer response orientation, and (e) valuable marketing communication proactiveness. Hypothesis 21: International experience positively moderates the relationships between the advance technology growth and (a) continuous innovation improvement, (b) flexible marketing channel focus, (c) diversified customer behavioral learning (d) effective customer response orientation, and (e) valuable marketing communication proactiveness. Hypothesis 22: International experience positively moderates the relationships between the volatile competition forces and (a) continuous innovation improvement, (b) flexible marketing channel focus, (c) diversified customer behavioral learning (d) effective customer response orientation, and (e) valuable marketing communication proactiveness. 2.13 Market Munificence Market munificence is defined as an ability or capacity of the environment to support sustained growth (McArthur and Nystrom, 1991). Munificence can measure both the extent to which the environment provides sufficient resources for firms and the degree of competition for resources (Dess and Beard, 1984). Grewal, Chandrashekaran and Dwyer (2008) indicate that munificence markets makes it feasible and beneficial for MNCs to adapt product offering and strategies to the unique needs of local environment; an emphasis on global efficiency as a strategic motive precludes the possibilities of local adaptations of both product offerings and marketing strategy. Previous research supports an interaction effect between munificence and strategy with regard to firm performance (Payne et al., 2009). Furthermore, the study of Porka and Ussahawanitchkit (2010) suggests that market munificence moderated the relationships between excellent servic...
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This document was uploaded on 01/28/2014.

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