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Table 7 Results of path analysis

From: Competitive strategies among Ontario farms marketing direct to consumers

  Path coefficient P values Indirect effects P values Total effects P values
Market orientation → marketing innovation 0.394 0.000    0.394 0.000
Market orientation → product innovation 0.136 0.116    0.136 0.116
Market orientation → satisfaction with performance 0.066 0.581    0.104 0.346
Market orientation → expected performance 0.245 0.011 0.084 0.080 0.329 0.000
Entrepreneurial orientation → product innovation 0.182 0.079    0.182 0.079
Entrepreneurial orientation → marketing innovation 0.283 0.000    0.283 0.000
Entrepreneurial orientation → satisfaction with performance 0.190 0.076 0.025 0.570 0.215 0.032
Entrepreneurial orientation → expected performance 0.075 0.444 0.076 0.090 0.151 0.138
Product innovation → satisfaction with performance −0.027 0.806    −0.027 0.806
Product innovation → expected performance −0.128 0.166    −0.133 0.177
Marketing innovation → satisfaction with performance 0.104 0.375    0.104 0.375
Marketing innovation → expected performance 0.207 0.026    0.227 0.012
Satisfaction with performance → expected performance 0.188 0.066    0.188 0.066
Sales → expected performance 0.058 0.489    0.078 0.340
Sales → satisfaction with performance 0.106 0.292    0.106 0.292
Experience → satisfaction with performance −0.027 0.807    −0.027 0.807
Experience → expected performance −0.073 0.331    −0.078 0.331
  R square Adjusted R square    
Expected performance 0.250 0.207     
Marketing innovation 0.300 0.289     
Product innovation 0.066 0.051     
Satisfaction with performance 0.102 0.058