Antecedents of Marketing Diversity Strategy: An Empirical Investigation of Hotel Businesses in Thailand
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Published:
Oct 31, 2018
Keywords:
Marketing Diversity Strategy Survival Vision Marketing Resource Marketing Learning Technology Change Environmental Heterogeneity
Main Article Content
Abstract
This quantitative research objective is attempts to investigate the effects of antecedent factors and marketing diversity strategy. The data collection was designed to conduct with marketing executives of four to five star hotels in Thailand, 161 completed questionnaires mailed survey were used for data analyses. Factor analysis is used to test the validity of the instrument to confirm construct validity that the range between 0.509-0.936. The reliability testing is evaluated by using Cronbach’s alpha coefficients, the result expressed between 0.805-0.969. Furthermore, this research employed the ordinary least squares (OLS) regression analysis for the hypotheses testing, which regression assumptions was analyzed.
The findings indicated that the antecedents namely; survival vision, marketing resource, marketing learning, technology change, and environmental heterogeneity have positively effect on marketing diversity strategy. Consequently, marketing executive should accumulate all five antecedents in their businesses.
Article Details
How to Cite
Ketchompu, D., Jhundra-indra, P., & Pratoom, K. (2018). Antecedents of Marketing Diversity Strategy: An Empirical Investigation of Hotel Businesses in Thailand. Ph.D. In Social Sciences Journal, 8(S), 279–297. Retrieved from https://so05.tci-thaijo.org/index.php/phdssj/article/view/135828
Section
Research Article
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
References
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Chow, I. H. S., Lo, T. W. C., Sha, Z., & Hong, J. (2006). The impact of developmental experience, empowerment, and organizational support on catering service staff performance. International Journal of Hospitality Management, 25(3), 478-495.
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Cui, G., & Choudhury, P. (2002). Marketplace diversity and cost-effective marketing strategies. Journal of Consumer Marketing, 19(1), 54-73.
Duffy, D. L. (2004). Multi-channel marketing in the retail environment. Journal of Consumer Marketing, 21(5), 356-359.
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Hughes, M., & Morgan, R. E. (2007). Deconstructing the relationship between entrepreneurial orientation and business performance at the embryonic stage of firm growth. Industrial Marketing Management, 36(5), 651-661.
Iyer, G. R., Miyazaki, A. D., Grewal, D., & Giordano, M. (2002). Linking web-based segmentation to pricing tactics. Journal of Product and Brand Management, 11(5), 288-302.
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Meesuptong, J., & Ussahawanitchakit, P. (2013). Marketing creativity and marketing performance: An empirical study of jewelry exporting businesses in Thailand. European Journal of Management, 13(4), 45-62.
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Ngo, L. V., & O’Cass, A. (2012). Performance implications of market orientation, marketing resources, and marketing capabilities. Journal of Marketing Management, 28(1-2), 173-187.
O’Cass, A., & Weerawardena, J. (2010). The effects of perceived industry competitive intensity and marketing-related capabilities: Drivers of superior brand performance. Industrial Marketing Management, 39(4), 571-581.
Panya, N., & Ussahawanitchakit, P. (2013). Marketing resource richness and marketing survival of auto parts businesses in Thailand. International Journal of Business Research, 13(3), 115-136.
Phong-Inwong, R., Ussahawanitchakit, P., & Pratoom, K. (2012). Dynamic marketing strategy, marketing competitiveness, marketing success, and marketing performance: evidence from home decoration exporting businesses in Thailand. International Journal of Business Strategy, 12(4), 83-107.
Ratnatunga, J., & Ewing, M. T. (2005). The brand capability value of Integrated Marketing Communication (IMC). Journal of Advertising, 34(4), 25-40.
Rhee, E. (2010). Multi-channel management in direct marketing retailing: Traditional call center versus internet channel. Journal of Database Marketing and Customer Strategy Management, 17(2), 70-77.
Sabri, S., & Sabri-Matanagh, S. (2012). The impact of information and communications technology infrastructure on the momentum of organisational change. The Journal of Applied Business and Economics, 13(4), 85-95.
Schilling, M. A., & Hill, C. W. (1998). Managing the new product development process: Strategic imperatives. The Academy of Management Executive, 12(3), 67-81.
Sinkula, J. M., Baker, W. E., & Noordewier, T. (1997). A framework for market-based organizational learning: Linking values, knowledge, and behavior. Journal of the Academy of Marketing Science, 25(4), 305-318.
Slater, S. F., & Olson, E. M. (2000). Strategy type and performance: The influence of sales force management. Strategic Management Journal, 21(8), 813-829.
Spillan, J., & Parnell, J. (2006). Marketing resources and firm performance among SMEs. European Management Journal, 24(2), 236-245.
Torres, A., & Murray, J. (2001). Diversity, marketing practice and organisational evolution: Implications for the management of productive evolution. Journal of Change Management, 2(3), 229-243.
Waranantakul, W., Ussahawanitchakit, P., & Jhundra-indra, P. (2013). Service brand identity strategy and marketing performance: An empirical evidence from travel agency businesses in Thailand. International Journal of Business Strategy, 13(4), 5-40. [In Thai]
Zahra, S. A., & Bogner, W. C. (2000). Technology strategy and software new ventures’ performance: Exploring the moderating effect of the competitive environment. Journal of Business Venturing, 15(2), 135-173.
Zahra, S. A., Neubaum, D. O., & Huse, M. (1997). The effect of the environment on export performance among telecommunications new ventures. Entrepreneurship Theory and Practice, 22(1), 25-46.
Berghoff, H. (2001). Marketing diversity: The making of a global consumer product-Hohner’s Harmonicas, 1857-1930. Enterprise and Society, 2(02), 338-372.
Brush, C. G. (2008). Pioneering strategies for entrepreneurial success. Business Horizons, 51(1), 21-27.
Bunnoon, P., Ussahawanitchakit, P., & Janjarasjit, S. (2013). Responsibility accounting effectiveness and goal achievement: Empirical evidence from food processing and beverage buisness in Thailand. Journal of Academy of Business and Economics, 13(3), 115-140.
Cardy, R. L., & Selvarajan, T. T. (2006). Competencies: Alternative frameworks for competitive advantage. Business Horizons, 49(3), 235-245.
Chitmun, S., Ussahawanitchakit, P., & Boonlua, S. (2012). Best modern managerial accounting practice of corporate governance awarded firms in Thailand: An empirical investigation of the antecedents and consequences. Journal of the Academy of Business and Economics, 12(5), 125-152.
Chow, I. H. S., Lo, T. W. C., Sha, Z., & Hong, J. (2006). The impact of developmental experience, empowerment, and organizational support on catering service staff performance. International Journal of Hospitality Management, 25(3), 478-495.
Cui, G. (1997). Marketing strategies in a multi-ethnic environment. Journal of Marketing Theory and Practice, 5(1), 122-134.
Cui, G., & Choudhury, P. (2002). Marketplace diversity and cost-effective marketing strategies. Journal of Consumer Marketing, 19(1), 54-73.
Duffy, D. L. (2004). Multi-channel marketing in the retail environment. Journal of Consumer Marketing, 21(5), 356-359.
Duncan, T., & Mulhern, F. (2004). A white paper on the status, scope and future of IMC. In IMC symposium co-sponsored by IMC programs at Northwestern University and University of Denver (March).
Dwyer, F. R., & Welsh, M. A. (1985). Environmental relationships of the internal political economy of marketing channels. Journal of Marketing Research, 22(4), 397-414.
Eisenhardt, K. M., & Martin, J. A. (2000). Dynamic capabilities: What are they?: Strategic Management Journal, 21(10/11), 1105-1121.
Faura, J. (1999). Transcultural marketing no longer an afterthought. Marketing News, 4(2), 16-22.
Fiedler, F. E. (1967). A theory of leadership effectiveness. New York: McGraw-Hill.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson.
Hughes, M., & Morgan, R. E. (2007). Deconstructing the relationship between entrepreneurial orientation and business performance at the embryonic stage of firm growth. Industrial Marketing Management, 36(5), 651-661.
Iyer, G. R., Miyazaki, A. D., Grewal, D., & Giordano, M. (2002). Linking web-based segmentation to pricing tactics. Journal of Product and Brand Management, 11(5), 288-302.
Keltner, B., Finegold, D., Mason, G., & Wagner, K. (1999). Market segmentation strategies and service sector productivity. California Management Review, 41(4), 84-102.
Lawrence, P. R., & Lorsch, J. W. (1967). Organization and environment: Managing differentiation and integration. Boston: Harvard University Press.
Luxton, R. (2002). Marketing campaign systems-the secret to life-long customer loyalty. The Journal of Database Marketing, 9(3), 248-258.
Mandala, L., & Schwadron, S. (2015). Diversity marketing: better targeting of today’s shoppers cultural, psychological factors pinpoint niches, refine messages. International Council of Shopping Centers Retail Properties Insight, 22(1), 30-36.
Meesuptong, J., & Ussahawanitchakit, P. (2013). Marketing creativity and marketing performance: An empirical study of jewelry exporting businesses in Thailand. European Journal of Management, 13(4), 45-62.
Murray, J. A., O’Driscoll, A., & Torres, A. (2002). Discovering diversity in marketing practice. European Journal of Marketing, 36(3), 373-390.
Murray, J., O’ Driscoll, A., & Torres, A. (2002). Diversity and marketing practice. European Journal of Marketing, 36(3), 373-390.
Ngo, L. V., & O’Cass, A. (2012). Performance implications of market orientation, marketing resources, and marketing capabilities. Journal of Marketing Management, 28(1-2), 173-187.
O’Cass, A., & Weerawardena, J. (2010). The effects of perceived industry competitive intensity and marketing-related capabilities: Drivers of superior brand performance. Industrial Marketing Management, 39(4), 571-581.
Panya, N., & Ussahawanitchakit, P. (2013). Marketing resource richness and marketing survival of auto parts businesses in Thailand. International Journal of Business Research, 13(3), 115-136.
Phong-Inwong, R., Ussahawanitchakit, P., & Pratoom, K. (2012). Dynamic marketing strategy, marketing competitiveness, marketing success, and marketing performance: evidence from home decoration exporting businesses in Thailand. International Journal of Business Strategy, 12(4), 83-107.
Ratnatunga, J., & Ewing, M. T. (2005). The brand capability value of Integrated Marketing Communication (IMC). Journal of Advertising, 34(4), 25-40.
Rhee, E. (2010). Multi-channel management in direct marketing retailing: Traditional call center versus internet channel. Journal of Database Marketing and Customer Strategy Management, 17(2), 70-77.
Sabri, S., & Sabri-Matanagh, S. (2012). The impact of information and communications technology infrastructure on the momentum of organisational change. The Journal of Applied Business and Economics, 13(4), 85-95.
Schilling, M. A., & Hill, C. W. (1998). Managing the new product development process: Strategic imperatives. The Academy of Management Executive, 12(3), 67-81.
Sinkula, J. M., Baker, W. E., & Noordewier, T. (1997). A framework for market-based organizational learning: Linking values, knowledge, and behavior. Journal of the Academy of Marketing Science, 25(4), 305-318.
Slater, S. F., & Olson, E. M. (2000). Strategy type and performance: The influence of sales force management. Strategic Management Journal, 21(8), 813-829.
Spillan, J., & Parnell, J. (2006). Marketing resources and firm performance among SMEs. European Management Journal, 24(2), 236-245.
Torres, A., & Murray, J. (2001). Diversity, marketing practice and organisational evolution: Implications for the management of productive evolution. Journal of Change Management, 2(3), 229-243.
Waranantakul, W., Ussahawanitchakit, P., & Jhundra-indra, P. (2013). Service brand identity strategy and marketing performance: An empirical evidence from travel agency businesses in Thailand. International Journal of Business Strategy, 13(4), 5-40. [In Thai]
Zahra, S. A., & Bogner, W. C. (2000). Technology strategy and software new ventures’ performance: Exploring the moderating effect of the competitive environment. Journal of Business Venturing, 15(2), 135-173.
Zahra, S. A., Neubaum, D. O., & Huse, M. (1997). The effect of the environment on export performance among telecommunications new ventures. Entrepreneurship Theory and Practice, 22(1), 25-46.