Entrepreneurial and Customer Orientation Affect the Success and Sustainability of Firm Performance Through the Knowledge Creation Process

Abstract

The purpose of this study is to analyze the internal environment of Chinese enterprises in Thailand. Therefore, the research selects two dimensions of strategic orientation, knowledge creation process and firm performance as measurement criteria. We tested whether entrepreneurial orientation and customer orientation affect firm performance through the knowledge creation process. Research reveals new patterns of business performance success and sustainability through core factors. This study uses the structural equation modeling capabilities of Amos version 24.0 to test the model and collects questionnaires from 319 managers of Chinese-funded enterprises in Thailand. The results showed that the knowledge creation process was significantly influenced by entrepreneurial orientation and customer orientation (p