INFLUENCE OF FOREIGN DISTRIBUTOR, INTERNATIONAL MARKET, FOREIGN MARKET COMPETITION, DIGITAL PLATFORM RISK ON INTERNATIONALIZATION PERFORMANCE OF PHARMACEUTICAL ENTREPRENEURIAL
It is well known that the role of internationalization has great importance and emerging trend in international trade as it helps to raise the substantial revenue from the sale. The given study designed to evaluate the effect of market orientation, foreign market competition and foreign distributors' capabilities on entrepreneurial performance of the Thailand pharmaceutical companies with the help of mediating the role of digital platform risk. The data regarding internationalization and market orientation has been collected from 422 employees, out of 188 were female and 234 were made respondents. Moreover, a survey based questionnaire technique was sued to collect the required data. A five-point Likert scale was used to measure and record responses. Under the analysis, the various significant techniques are used such as descriptive statistics, KMO, SEM, CFA, convergent validity and component rotated tests for a different purpose. The table of SEM and analysis has indicated that the internationalization performance has an insignificant impact on the foreign market competition while all have a positive relationship. The results of the study also confirmed significant mediation effects of digital risk on the relationships between explanatory variables market orientation, foreign market competition and distributor capabilities and outcome variable internationalization performance. The recommendations were provided that future researchers focus on cross-sectional data rather than longitudinal data and research design.
Internationalization performance, digital platform risk, foreign market competition, international market orientation, foreign distributor capabilities.