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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