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Table 6 Discriminant validity and correlations between factors

From: Competitive strategies among Ontario farms marketing direct to consumers

  Entrepreneurial orientation Expected performance Experience Market orientation Marketing innovation Product innovation Sales Satisfaction with performance
Entrepreneurial orientation 0.593        
Expected performance 0.299 0.894       
Experience 0.096 −0.06 1      
Market orientation 0.326 0.410 −0.078 0.719     
Marketing innovation 0.502 0.437 −0.060 0.570 0.766    
Product innovation 0.288 0.049 −0.192 0.233 0.465 0.731   
Sales 0.344 0.118 0.258 0.058 0.127 0.176 1  
Satisfaction with performance 0.323 0.331 0.012 0.193 0.270 0.106 0.184 0.785
  1. Note: Diagonal is square root of AVE; off-diagonal is correlation between variables