Table 2. Communalities and factor... | Emerald Publishing

Table 2.

Communalities and factor loadings of MC items

Our firm’s marketing activities, compared to our major competitors, in terms of…	Communalities	Factor loadings
MC1: Doing an effective job of pricing products/services has been…	0.144	0.379
MC2: Test marketing of new products/services has been…	0.445	0.667
MC3: Launching new products/services has been…	0.546	0.739
MC4: Attracting and retaining the best distributors have been…	0.488	0.698
MC5: Developing and executing advertising and promotion programs have been…	0.689	0.830
MC6: Sales management has been…	0.584	0.764
MC7: Analyzing market information has been…	0.562	0.750
MC8: Developing creative marketing strategies has been…	0.744	0.863
MC9: Translating marketing strategies into action has been…	0.761	0.873

Our firm’s marketing activities, compared to our majorcompetitors, in terms of…	Communalities	Factor loadings
MC1: Doing an effective job of pricing products/services has been…	0.144	0.379
MC2: Test marketing of new products/services has been…	0.445	0.667
MC3: Launching new products/services has been…	0.546	0.739
MC4: Attracting and retaining the best distributors have been…	0.488	0.698
MC5: Developing and executing advertising andpromotion programs have been…	0.689	0.830
MC6: Sales management has been…	0.584	0.764
MC7: Analyzing market information has been…	0.562	0.750
MC8: Developing creative marketing strategies has been…	0.744	0.863
MC9: Translating marketing strategies into action has been…	0.761	0.873