HLM Estimation results
| Independent variables | Dependent variables | |||||
|---|---|---|---|---|---|---|
| Functional value | Emotional value | New product Advantage | ||||
| Fixed effect | γ | (s.e.) | γ | (s.e.) | γ | (s.e.) |
| Intercept | 5.06** | (0.16) | 5.17** | (0.17) | 5.49** | (0.11) |
| Market orientation (MO) [H1] | 0.17* | (0.07) | 0.17* | (0.08) | 0.23** | (0.06) |
| Strategic design orientation (SDO) [H2] | 0.18** | (0.05) | 0.38** | (0.06) | 0.06 | (0.05) |
| MO × SDO [H3] | 0.21** | (0.05) | 0.10† | (0.06) | 0.14** | (0.04) |
| Technology orientation | 0.22** | (0.05) | 0.07 | (0.06) | 0.15** | (0.04) |
| Market turbulence | 0.02 | (0.48) | 0.06 | (0.05) | −0.02 | (0.04) |
| Technology turbulence | 0.06 | (0.41) | −0.02 | (0.05) | 0.00 | (0.03) |
| Random effect | ||||||
| Country-level | 0.07** | 0.08** | 0.03** | |||
| Residual | 0.82 | 1.01 | 0.57 | |||
| Deviance | 1063.01 | 1145.12 | 917.19 | |||
| Independent variables | Dependent variables | |||||
|---|---|---|---|---|---|---|
| Functional value | Emotional value | New product Advantage | ||||
| Fixed effect | (s.e.) | (s.e.) | (s.e.) | |||
| Intercept | 5.06 | (0.16) | 5.17 | (0.17) | 5.49 | (0.11) |
| Market orientation ( | 0.17 | (0.07) | 0.17 | (0.08) | 0.23 | (0.06) |
| Strategic design orientation ( | 0.18 | (0.05) | 0.38 | (0.06) | 0.06 | (0.05) |
| 0.21 | (0.05) | 0.10† | (0.06) | 0.14 | (0.04) | |
| Technology orientation | 0.22 | (0.05) | 0.07 | (0.06) | 0.15 | (0.04) |
| Market turbulence | 0.02 | (0.48) | 0.06 | (0.05) | −0.02 | (0.04) |
| Technology turbulence | 0.06 | (0.41) | −0.02 | (0.05) | 0.00 | (0.03) |
| Random effect | ||||||
| Country-level | 0.07 | 0.08 | 0.03 | |||
| Residual | 0.82 | 1.01 | 0.57 | |||
| Deviance | 1063.01 | 1145.12 | 917.19 | |||
**p < 0.01, *p < 0.05, †p < 0.10
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