The Influence of Market Orientation on Product Innovation Capability of Small and Medium Enterprises (SMEs) in Songkhla Province
Keywords:
marketing orientation, product innovation capability, small and medium enterprisesAbstract
This article aims: 1) to examine the level of market orientation among small and medium-sized enterprise (SME) entrepreneurs in Songkhla Province; 2) to investigate the level of product innovation capability of SME entrepreneurs in Songkhla Province; and 3) to analyze the influence of market orientation on the product innovation capability of SME entrepreneurs in Songkhla Province. The conceptual framework is grounded in contingency management theory, which expands that organizational success depends on adjusting management strategies to align with contextual and environmental conditions. This study is quantitative research, using a questionnaire as the research instrument. Data were collected from 398 SME entrepreneurs in Songkhla Province, with the sample size determined using Yamane’s formula. The statistical techniques used for data analysis include frequency, percentage, mean, standard deviation, correlation analysis, and multiple regression analysis. Preliminary assumption tests were conducted to ensure the reliability and academic validity of the data. The results indicate that market orientation specifically customer orientation, competitor orientation, and inter-functional coordination have a significant positive relationship and influence overall product innovation capability at the .05 significance level. The multiple regression analysis demonstrates that the research model has strong explanatory and predictive power, with and an adjusted R² value of 0.514. The findings provide both academic and practical contributions, offering guidelines for improving and developing market orientation to enhance product innovation capability. This helps SMEs respond better to customer needs and achieve long-term success.
References
Alipia, M., Danial, R. D. M., & Saori, S. (2024). The effect of customer orientation on marketing performance through product innovation as a mediating variable. Dinasti International Journal of Economics, Finance & Accounting, 5(4). 2286-2296. https://doi.org/10.38035/dijefa.v5i4.
Aljanabi, A. R. A. (2022). The role of innovation capability in the relationship between marketing capability and new product development: Evidence from the telecommunication sector. European Journal of Innovation Management, 25(1), 73–94. https://doi.org/10.1108/EJIM-04-2020-0146.
Allammari, Y., Jaride, C., Azdod, M., & Taqi, A. (2024). The role of customer orientation in enhancing the innovation capability and performance of Moroccan SMEs: A structural equation approach. Multidisciplinary Science Journal, 6(11), 2024250. https://doi.org/10.31893/multiscience.2024250.
Armstrong, J. S., & Overton, T. S. (1977). Estimating nonresponse bias in mail surveys. Journal of Marketing Research, 14(3), 396–402. https://doi.org/10.1177/002224377701400320.
Avakiat, S., & Roopsuwankun, P. (2023). Business innovation factors affecting the performance of small and medium enterprises in service business sectors in Bangkok and the central region of Thailand. APHEIT International Journal of Interdisciplinary Social Sciences and Technology, 12(1), 1-9. https://so04.tci-thaijo.org/index.php/ATI/article/view/261454.
Bank of Thailand. (2021, December 15). Unlocking Thai SMEs: How to adapt for growth. https://www.bot.or.th.
Boonmasongsung, D. T., Intasang, C., Tungsawat, S., & Thanimgun, P. (2021). Influence of market orientation and entrepreneurial orientation on product innovation capability and marketing performance. Journal of Liberal Arts and Management Sciences, Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus, 8(1), 1–12. https://so14.tci-thaijo.org/index.php/jlams/article/view/102.
Chokworasup, T., & Kruechotekul, B. (2024). Development of competitiveness of condominium real estate entrepreneurs in the Eastern Economic Corridor. The Journal of Pacific Institute of Management Science (Humanities and Social Sciences), 10(3). 627-635. https://so05.tci-thaijo.org/index.php/pacific/article/view/280802.
Dogbe, C. S. K., Tian, H.-Y., Pomegbe, W. W. K., Sarsah, S. A., & Otoo, C. O. A. (2020). Market orientation and new product superiority among small and medium-sized enterprises (SMEs): The moderating role of innovation capability. International Journal of Innovation Management, 24(05), 2050043. https://doi.org/10.1142/S1363919620500437.
Fatonah, S., & Haryanto, A. (2022). Exploring market orientation, product innovation and competitive advantage to enhance the performance of SMEs under uncertain events. Uncertain Supply Chain Management, 10, 161–168. https://doi.org/10.5267/j.uscm.2021.9.011.
Fiedler, F. E. (1967). A Theory of Leadership effectiveness. McGraw Hill.
Hadai, T., Seesupan, T., & Narakorn, P. (2025). Innovation Capability Effects of Competitive Advantage and Firm’s Performance: The Moderating Role of Entrepreneurial Orientation. Research and Development Journal, Loei Rajabhat University, 20(73), 105–116. https://so05.tci-thaijo.org/index.php/research journal-lru/article/view/279832.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2023). Multivariate data analysis (9th ed.). Cengage Learning.
Hardilawati, W. L., Farhanidhya, N., & Hinggo, H. T. (2023). The effect of market orientation, e-commerce, and product innovation on marketing performance in MSMEs culinary sector. Jurnal Manajemen Teknologi, 22(2), 168–181. https://doi.org/10.12695/jmt.2023.22.2.4.
Iqbal, M., & Suzianti, A. (2021). New product development process design for small and medium enterprises: A systematic literature review from the perspective of open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 153. https://doi.org/10.3390/joitmc7020153.
Intsang, C., & Pornphakdee, S. (2024). The influence of market orientation and technology orientation on marketing performance of ready-to-eat food businesses in Thailand. Journal of Accounting and Management, 16(2), 20–34. https://so02.tci-thaijo.org/index.php/mbs/article/view/263000.
Jaturapongsathorn, P., Chemsripong, S., & Yawiset, R. (2023). Direct and indirect effects of customer orientation, competitor orientation, and internal coordination on the performance of agricultural cooperatives. Social Sciences Research and Academic Journal, 18(2), 201–214. https://so05.tci-thaijo.org/index.php/JSSRA/article/view/261093.
Juntarukka, S., & Khumhome, B. (2024). The influence of adaptive capability and organizational creativity to product innovation of small and medium enterprises. RMUTT Global Business and Economics Review, 19(2), 95-110. https://doi.org/10.60101/rmuttgber.2024.275468.
Kafetzopoulos, P., Psomas, E., & Katou, A. A. (2023). Promoting strategic flexibility and business performance through organizational ambidexterity. Journal of Business Research, 15(17), 12997. https://doi.org/10.3390/su151712997.
Karnwiwat, S. (2024). The development of a problem-solving Model for overcoming the COVID-19 crisis and challenges in the SMEs industry. CRRU Law, Political Science and Social Science Journal, 8(2), 156-178. https://so06.tci-thaijo.org/index.php/lawcrru/article/view/273583.
Kolbe, D., Frasquet, M., and Calderon, H. (2022). The role of market orientation and innovation capability in export performance of small- and medium-sized enterprises: a Latin American perspective. Multinational Business Review, 30(2), 289–312. https://doi.org/10.1108/MBR-10-2020-0202.
Margaretha, C., & Soelaiman, L. (2022). Entrepreneurial orientation, market orientation, and organizational culture on business performance. Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021), 216, 387-393. https://doi.org/10.2991/aebmr.k.220501.058.
Mathuros, S., Peesara, T., & Kuljittree, S. (2025). Innovation strategies for the sustainable development of Thai small and medium enterprises based on ESG principles. Journal of Multidisciplinary in Humanities and Social Sciences, 8(6), 2626–2650. https://so04.tci-thaijo.org/index.php/jmhs1_s/article/view/283571.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35. https://doi.org/10.2307/1251757.
Narver, J.C. & Slater, S.F. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63-74. https://doi.org/10.2307/1252120.
Nege, T. B., & Kero, C. A. (2024). Competitive strategy orientation and market orientation for product innovative success in Ethiopian SMEs. Science Journal of Business and Management, 12(3), 47–63. https://doi.org/10.11648/j.sjbm.20241203.11.
Nuntasen, P. (2022). The development of an innovativeness model of startups in Thailand. Burapha Journal of Business Management, Burapha University, 11(2), 1-17. https://so01.tci-thaijo.org/index.php/BJBM/article/view/256611.
Office of Small and Medium Enterprises Promotion. (2024, January 10). SME promotion plan 2023–2024. https://www.sme.go.th.
Pham, Q. H., & Vu, K. P. (2025). Pathways of SME globalization: Unveiling the role of niche market leadership and intelligent cloud-based accounting information system. Journal of Business Research, 17(5), 2847-2864. https://doi.org/10.1007/s41870-025-02453-9.
Potjanajaruwit, P. (2023). The effect of e-service quality on the competitive advantages of tourism and hotel businesses in Thailand. GeoJournal of Tourism and Geosites, 47(2), 363–369. https://doi.org/10.30892/gtg.47201-1033.
Poolsawat, K., & Rinthaisong, I. (2025). The Mediating Role of Entrepreneurial Resilience and Self-Efficacy in Enhancing SMEs Performance in Thailand. Journal of Business, Innovation and Sustainability (JBIS), 20(2), 15–25. https://doi.org/10.71185/jbis.2025.276235.
Pramuki, N. M. W. A., & Kusumawati, N. P. A. (2024). Improving SMEs marketing performance through market orientation, product innovation, and competitive advantage in Bali-Indonesia. Jurnal Economia, 20(2), 273–286. https://doi.org/10.21831/economia.v20i2.41159.
Razak, A., Ramli, A., Azis, M., & Sarnawiah. (2024). Market orientation, entrepreneurship and SME performance: The role of product innovation. Asian Journal of Education and Social Studies, 50(1), 174–191. https://doi.org/10.9734/ajess/2024/v50i11248.
Sawangrat, N. (2023). Digital entrepreneurs toward performances of service business in the Southern Economic Corridor of Thailand. Journal of Multidisciplinary in Humanities and Social Sciences, 6(6), 3404–3423. https://so04.tci-thaijo.org/index.php/jmhs1_s/article/view/268097.
Shrestha, N. (2020). Detecting multicollinearity in regression analysis. American Journal of Applied Mathematics and Statistics, 8(2), 39–42. https://doi.org/10.12691/ajams-8-2-1.
Somnaitham, P., Wisutthipaet, S., Boonyasophon, T., & Siengchin, S. (2024). Marketing communication development model of small and medium sized enterprise (SMEs) in hardware and tool industry of Thailand to enhance competitive advantage. Journal of Business and Industrial Development, 4(3), 33–49. https://so15.tci-thaijo.org/index.php/Journalbid/article/view/677.
Suriyasenee, N., Khorchurklang, P., & Kulachai, W. (2024). The causal relationship model of transformational leadership market orientation and innovation that affect Thai small food products enterprise’s business success. Journal of Business, Innovation and Sustainability (JBIS). 19(1), 91-112. https://so02.tci-thaijo.org/index.php/BECJournal/article/view/261380.
Suharti, S., Nurhasanah, N., Anissa, Z., & Yusuf, Y. (2024). Market orientation and product innovation in improving competitive advantage and its impact on market performance. International Journal of Social Service and Research, 4(5), 1266-1271. https://doi.org/10.46799/ijssr.v4i05.804.
Thanuttamanon, B., Thaphirunrak, T., & Thammasane, S. (2023). Successful factors of franchise business in Bangkok and metropolitan Region in the new normal era. RMUTT Global Business and Economics Review, 18(2), 118-135. https://doi.org/10.60101/rmuttgber.2023.269434.
Thiamjite, P., & Inthasan, C. (2022). Integrated marketing communication towards perception and decision making of generation Y tourists. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 42(2), 22-35. https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/249546.
Thoumrungroje, A., & Racela, O. C. (2022). Linking SME international marketing agility to new technology adoption. International Small Business Journal: Researching Entrepreneurship, 40(7), 801-822. https://doi.org/10.1177/02662426211054651.
Tran, K. D. P., Vo, T. V. T. N., & Thai, T. N. B. (2024), The effect of innovation on competitive advantage and SMEs performance in Vietnam: the moderating role of customer orientation. International Journal of Innovation Science, 16(6), 1052–1076. https://doi.org/10.1108/IJIS-08-2022-0161.
Wanriko, S., Pansupawat, A., & Janin, P. (2021). Effect of integrated marketing communication capability on marketing performance of fitness center businesses in Thailand. Journal of Management and Development, Ubon Ratchathani Rajabhat University, 8(2), 141–153. https://so06.tci-thaijo.org/index.php/JMDUBRU/article/view/253600.
Yam, R. C. M., Guan, J. C., Pun, K. F., & Tang, E. P. Y. (2004). An audit of technological innovation capabilities in Chinese firms: Some empirical findings in Beijing, China. Research Policy, 33(8), 1123–1140. https://doi.org/10.1016/j.respol.2004.05.004.
Yamane, T. (1973). Statistics: an introductory analysis. Harper & Row.
Yaqub, M. Z., Yaqub, R. M. S., Alsabban A., Baig F. J., Bajaba S. (2025), Market-orientation, entrepreneurial-orientation and SMEs’ performance: the mediating roles of marketing capabilities and competitive strategies. Journal of Organizational Effectiveness: People and Performance, 12(4), 809–843. https://doi.org/10.1108/JOEPP-05-2024-0206.
Yin, Z., Caldas, C., De Oliveira, D., Kermanshachi, S., & Pamidimukkala, A. (2023). Cross-functional collaboration in the early phases of capital projects: Barriers and contributing factors. Project Leadership and Society, (4), 100092. https://doi.org/10.1016/j.plas.2023.100092.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Research and Development Journal, Loei Rajabhat University
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ข้อความที่ปรากฎในวารสารฉบับนี้เป็นความคิดเห็นของผู้เขียนแต่ละท่าน สถาบันวิจัยและพัฒนา มหาวิทยาลัยราชภัฏเลย และกองบรรณาธิการ ไม่จำเป็นต้องเห็นด้วยและไม่มีส่วนรับผิดชอบใดๆ
สถาบันวิจัยและพัฒนา มหาวิทยาลัยราชภัฏเลย ขอให้ผู้อ่านอ้างอิงในกรณีที่ท่านคัดลอกเนื้อหาบทความในวารสารฉบับนี้
