EVALUATING THE ROLE OF MARKETING CAPABILITIES AND EXPORT SUCCESS: AN INVESTIGATION OF THAI AGRO-BASED SMES
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Abstract
Factors explaining export success has received great attention among researchers in the export marketing field. This study focuses on the relationship between marketing capability and export success among SMEs in Thailand exporting the agro-based sector. Factor analysis was performed on sixteen items describing marketing capability and four factors were extracted. They were labeled as product capability, distribution capability, price capability and promotion capability. The measures of export success comprised of two item, perceived export success and achievement of export objectives. The results found that four dimensions of marketing capability only price capability and promotion capability are statistically significant and positively associated with export success. The product capability is also statistically significant but shows a negative association. However, distribution capability of marketing capability does not associated with export success. The results appear to concur with some of the previous studies conducted in other developing nations.
Article Details
1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
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