CREATIVE ECONOMY DEVELOPMENT OF SMALL AND MEDIUM ENTERPRISE ENTREPRENEURS IN PHRA NAKAKORN SI AYUTTHAYA PROVINCE

Abstract

            The purposes of this research are: 1) to test the influence of creative economy strategies that consists of innovation orientation, business partnership, promotion and personnel development and research and development orientation had influence on new product development and 2) to test the influence of new product development that had impact on the marketing effectiveness.  By using online questionnaires to collect data from 311 small and medium enterprise entrepreneurs in Phra Nakorn Si Ayutthaya province. 
The data were analyzed by Frequency, Percentage, Mean, Standard Deviation and Regression Analysis.

            The results found that the creative economy strategy consists of innovation orientation, promotion and development of personnel, research and development orientation had influence on new product development. In the aspect of business partnership, there was no influence on new product development. By contrast, the new product development had influence on marketing effectiveness. The research results will be guidelines for entrepreneurs of small and medium-sized enterprises in considering the implementation of the creative economy strategy to develop business operations for a competitive advantage which is suitable for the current competition condition and also to present new products with added value resulting in better operating results.