Similarly firms in munificent markets are likely to

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Unformatted text preview: e innovation and marketing outcomes. Similarly, firms in munificent markets are likely to make good decisions, perceive low market risks, raise the opportunity to acquire resources for increasing capabilities (Decarolis and Deeds, 1999; McEvily and Zaheer, 1999). Furthermore, Grewal et al., (2008) conclude that munificence is the environmental factors that positively influence on global strategies. Thus, it tends to explicitly moderate the relationships. Therefore, it leads to the hypotheses proposed as follows: Hypothesis 23: Market munificence positively moderates the relationships between the continuous innovation improvement and (a) customer participation efficiency (b) marketing advantage sustainability (c) market acceptance quality, and (d) firm survival. Hypothesis 24: Market munificence positively moderates the relationships between the flexible marketing channel focus and (a) customer participation efficiency (b) marketing advantage sustainability (c) market acceptance quality, and (d) firm survival. INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 85 Hypothesis 25: Market munificence positively moderates the relationships between the diversified customer behavioral learning and (a) customer participation efficiency (b) marketing advantage sustainability (c) market acceptance quality, and (d) firm survival. Hypothesis 26: Market munificence positively moderates the relationships between the effective customer response orientation and (a) customer participation efficiency (b) marketing advantage sustainability (c) market acceptance quality, and (d) firm survival. Hypothesis 27: Market munificence positively moderates the relationships between the valuable marketing communication proactiveness and (a) customer participation efficiency (b) marketing advantage sustainability (c) market acceptance quality, and (d) firm survival. 3. RESEARCH METHOD 3.1 Sample and Data Collection Procedure Firms obtained data for sample from the database of Department...
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