THE APPROACH FOR INNOVATIONS TO VALUE ADDED TO THE FRUIT EXPORT BUSINESS FREEZE DRIED MANGO
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Abstract
The purposes of this research are as follows: (1) to study factors of supply chain and logistics management, freeze-dried process, marketing mix, and Innovation process; (2) to study the influences of the above factors; and (3) to propose innovative approaches to create value added for the export business of freeze-dried processed mango fruits. The research sample consisted of randomly selected 400 entrepreneurs and employees in the freeze dried processed mango fruit business in Suphan Buri and Ratchaburi provinces in Western Thailand. The purposively selected key research informants totaling 10 persons are divided into two groups, namely, group 1 consisting of entrepreneurs of processed fruits industrial factories, and group 2 consisting of the academic and experts on freeze dried processed agricultural industry. The instrument used was a semi-structured interview form. Statistics employed for data analysis were the mean, standard deviation, validity verification of causal relationship model, and analysis of the influence with latent variables.
The research results show that: (1) the supply chain management and logistics consist of 4 factors: partners in the chain, information technology using software, lean logistics, and lean manufacturing; the freeze dried process consists of 5 factors: the method and steps of work process, technologies, tools and equipment, production time, temperature and pressure, and system control; marketing mix consists of 4 factors: products, price, place of sale, and marketing promotion; the innovation process consists of 3 factors: upstream, midstream, and downstream; and the value added innovation for the business consists of 4 factors: resources, machines or production process, enhancement of customer perception, and cost reduction by increasing quality and adding product features; (2) regarding the influence of the factors, it is found that the innovation process and value-added innovation for the business receive the maximum total influences from marketing mix variables; and (3) six approaches for creating innovations to create value added to the business are identified: (1) the study of the system, its roles and problems or conflicts in the supply chain; (2) the creation of collaboration among members within the supply chain; (3) the integration of the business process; (4) the creation of production standards; (5) the expansion of marketing channel; and (6) the training to equip knowledge to concerned personnel.
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