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The objectives of this research are 1) to study the influence of the five characteristics of entrepreneurial orientation (proactiveness, competitive aggressiveness, innovativeness, autonomy and risk taking) and firm performance in the medical device industry in Thailand, and 2) to study in-depth the prominence characteristics of entrepreneurial orientation. Therefore, the research design is mixed methods. Beginning with the quantitative research, a questionnaire was used to collect data from CEO, MD and managers of 74 companies and the data were analyzed by using multiple regression analysis. The results showed that the two prominences of entrepreneurial orientation are proactiveness which has a significantly positive relationship to the firm performance at the .10 significance level; however, competitive aggressiveness significantly and negatively affects the firm’s performance at the .10 significance level. After that, a qualitative research was conducted with the case studies by in-depth interviewing with the manager of 5 medical device manufacturing companies with semi-structured questions. The in-depth findings showed that: 1) the proactiveness of medical company is to export its products which aims to increase its sale in overseas, to maximize the benefit of available resources, and to avoid price wars with the current local market that could be destroyed its future profit; and 2) the competitive aggressiveness of the medical company is unique and different from other high-tech industries that emphasize on creating innovations for its patents and to cover its competitive areas in the long term.
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