The role of entrepreneurial and customer orientation on success and sustainability of firm performance through knowledge creation process

Abstract

This study examined the influence of entrepreneurial orientation and customer orientation on firm performance through the knowledge creation process. The research findings reveal new patterns of business performance success and sustainability based on core factors. Structural equation modeling using Amos version 24.0 was employed to analyze the data collected through a questionnaire survey of 319 managers in Chinese-funded enterprises in Thailand. The results demonstrate a significant impact of entrepreneurial orientation and customer orientation (p<.001) on the knowledge creation process, confirming the mediating role of the knowledge creation process in the relationship between entrepreneurial orientation and customer orientation on firm performance. Thus, both entrepreneurial orientation and customer orientation make significant contributions to the sustainability of firm performance through the knowledge creation process. Additionally, the study indicates that Chinese-funded enterprises in Thailand exhibit stable strategic orientation, possess effective knowledge management systems, and achieve successful firm performance, thereby indicating a sustainable internal environment. These research findings provide valuable guidance for strategic planning and implementation of overseas start-up enterprises and assist entrepreneurs in analyzing the internal environment of their enterprises when investing abroad.