THE EFFECT OF MARKET CULTURE ON DYNAMIC CAPABILITY AND FIRM PERFORMANCE บทความวิจัย
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This research aims to determine how market culture affects dynamic capability and firm performance. A total of 440 respondents, comprising experts and higher education students in technology and innovation fields in Thailand, were surveyed using a mixed-method approach, including qualitative in-depth interviews and quantitative multiple regression analysis. The study extends the work of Khianmeesuk et al. [1] by confirming the positive effect of market culture on dynamic capability and firm performance. Additionally, it examines the conceptual framework proposed by Suthiapa et al. [2] in the context of Thailand's technology and innovation sectors. The results reveal that market culture significantly influences dynamic capability, specifically seizing abilities and transforming abilities, with 𝑅2 = 0.80, standard error = 0.03, 𝐹 =24.5 (p < 0.001), and Durbin-Watson = 1.95. Furthermore, market culture and dynamic capability directly influence firm performance by 89% and 80%, with 𝑅2 = 0.83 and 𝑅2 = 0.75, respectively. Qualitative results from expert interview method supported the quantitative findings from in-depth insights that market culture significantly influences both dynamic capability and firm performance from the abilities of adaptability and innovation, technology integration, and external focus on market conditions. These findings confirm the earlier exploration by Khianmeesuk et al. [1] and align with the conceptual framework of Suthiapa et al. [2], suggesting that developing a market culture can enhance dynamic capability and firm performance.
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บทความที่ได้รับการตีพิมพ์และเป็นลิขสิทธิ์ของวารสารวิทยาศาสตร์และเทคโนโลยี มหาวิทยาลัยเซาธ์อีสท์บางกอก
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