Business Environment, Communication Technology, and Marketing Capability That Affecting Business Competitiveness in the Medical Device Businesses in Thailand

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Viroje Vasusuttikulkant
Natcha Krimjai
Chanidapa Deesukanan
Chonkanok Kositkanin


The research aimed to study direct, indirect and total effects that influence the business environment, communication technology, and marketing strategy that affect the competitiveness advantage in the medical device businesses in Thailand. This research is a quantitative research. The research instruments were questionnaires for the analysis of Structure Equation Model (SEM) and statistical data analysis to examine the harmonization of the research model with the empirical data. The indices used consisting of p-value> 0.05, GFI = 0.95, AGFI = 0.95, CFI = 0.95, RMR <0.05 and RMSEA <0.05. by collecting data from 320 company executives in the medical device businesses.

The results of the research showed that every index passes the standard criteria namely, p-value = 0.065, CFI = 0.987, GFI = 0.970, AGFI = 0.950, RMR = 0.032. The results of this analysis are consistent with the empirical data. The path analysis shows that the business environment transformation factor is the most influential factor with value 0.513. The next factors are communication technology and marketing strategy indicating the value of 0.419 and 0.269 respectively, with a statistical significance level of 0.01. These explain the ability for competitiveness by 57.2 percent (R2 = 0.572)


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Vasusuttikulkant, V., Krimjai, N., Deesukanan, C., & Kositkanin, C. (2021). Business Environment, Communication Technology, and Marketing Capability That Affecting Business Competitiveness in the Medical Device Businesses in Thailand. Ph.D. In Social Sciences Journal, 11(2), 338–352. Retrieved from
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