Edith Cowan University, Western Australia in association with Khon Kaen University, Thailand and Bansomdejchaopraya Rajabhat University, Thailand.
The paper is designed to provide a quantitative measure of the effects of market orientation on the performance of the silk-weaving community enterprise‘s network in the upper Northeast of Thailand. The objectives of this study are two-fold, (1) to examine the validity and reliability of the measure of the market orientation, and (2) to examine the causal relationship between intelligence generations, intelligence dissemination and organizational responsiveness and the performance of the community enterprise network in the upper Northeast of Thailand. The research mainly involves a survey design. It includes a pilot test using undergraduate business students at UdonThani Rajabhat University for pretesting questionnaire items. In addition, this investigation into intelligence generations, intelligence dissemination and organizational responsiveness attributes necessitates uncovering variables of interest and this involves a large-scale field study. The data were collected via questionnaire interviews from 192 samples. They included the members of textile community enterprises in 3 provinces (Nong Bua Lamphu, UdonThani, and Loei). Respondents were asked to rate, on a five-point Likert scale, their agreement or disagreement on the market orientation attributes. LISREL 8.30 was used for data analysis since the proposed model is a simultaneous system of equations having latent constructs and multiple indicators. Quantitative data were analysed by the statistical technique, such as structural equation modelling. The study found that market orientation consists of intelligence generations, and organizational responsiveness of the silk-weaving community enterprise network in the upper Northeast of Thailand. The study also found that there is a causal relationship between intelligence generations, and organizational responsiveness on the performance of the community enterprise network in the upper Northeast of Thailand. The managerial implications are discussed.