Influential Driving Factors for Corporate Performance: A Case of Small and Medium Enterprises in Thailand

  • Siribuppa U-tantada
  • Maurice Yolles
  • Bahaudin G. Mujtaba
  • Ampon Shoosanuk
Keywords: Market orientation, market capability, corporate sustainability, innovation, competitiveness, corporate performance, small and medium enterprises, , and cultural agency theory


Refined SME cultural agency, analysed and synthesised qualitatively using cultural agency theory. The findings achieve objective 1: (1) market orientation  has a positive and direct influence on innovation; (2) market capability  has a positive and direct influence on innovation; and (3) corporate sustainability has a positive and direct influence on innovation; objective 2:  (1) market orientation has a positive and direct influence on competitiveness; (2) market capability has a positive and direct influence on competitiveness; (3) corporate sustainability  has a positive and direct influence on competitiveness; and (4) innovation has a positive and direct influence on competitiveness; objective 3:  (1) innovation has a positive and direct influence on corporate performance; and (2) competitiveness has a positive and direct influence on corporate performance; and objective 4: the causal relationship model had goodness of fit measures coherence with empirical data,  are  a chi-square (c2) value = 94.782, degrees of freedom (df) = 125, relative chi-square (c2/df) = 0.758, p–value = 0.980, goodness of fit index (GFI) = 0.970, adjusted goodness of fit index (AGFI) = 0.949, and root mean square error of approximation (RMSEA) = 0.00.


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