Path Coefficient

SD

t value

P-value

H1: Competitive strategies → Firm Performance

0.696

0.033

21.136

0.000

H2a: Competitive strategies → Innovation

0.612

0.039

15.665

0.000

H3a: Competitive strategies v Market Orientation

0.636

0.036

17.460

0.000

H2b: Innovation → Firm Performance

0.296

0.045

6.503

0.000

H3b: Market Orientation → Firm Performance

0.373

0.045

8.215

0.000

R2 Firm Performance = 0.660

R2 Innovation = 0.375

R2 Market Orientation = 0.404

F2 Firm Performance = 0.224

F2 Innovation = 0.599

F2 Market Orientation = 0.679