Competitive strategies among Ontario farms marketing direct to consumers

Agricultural and Food Economics

Table 7 Results of path analysis

	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