INNOVATION FACTORS INFLUENCING THE PERFORMANCE OF THAI EXPORT BUSINESSES OF FRESH FRUITS TO CHINA: A CASE STUDY AT THE FOURTH THAI-LAO FRIENDSHIP BRIDGE BORDER CHECKPOINT (CHIANG KHONG), CHIANG RAI PROVINCE

Abstract

Introduction: Thailand’s current economic system relies significantly on international trade-including border and transit trade with neighboring countries-as a primary engine to drive investment and domestic production. Objectives: This research aimed to: 1) study innovation factors in the export of fresh fruit to China by Thai entrepreneurs; 2) examine the business performance of these exporters; and 3) analyze the influence of innovation factors on their business performance. Method: This quantitative study employed questionnaires to gather data from 110 Thai entrepreneurs exporting fresh fruit to China via the 4th Thai-Lao Friendship Bridge (Chiang Khong), Chiang Rai Province. Purposive sampling was used for participant selection. Data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis. Results: The findings revealed that all five innovation factors significantly influenced the business performance of Thai exporters. Overall, innovation factors were rated at a high level. When ranked by mean, process innovation scored the highest, followed by product, information technology, management, and marketing innovations, respectively. Regarding business performance, all four dimensions were also at a high level. Customer-related performance achieved the highest mean, followed by learning and development, and internal processes, while the financial dimension received the lowest mean score. Conclusion: These findings highlight that innovation is a critical key to enhancing competitive advantage. Consequently, the government and relevant agencies should implement proactive policies to support access to information technology and improve management processes to drive the sustainable growth of Thai agricultural exports to the Chinese market.