THE DEVELOPMENT OF EXPORT MARKETING STRATEGY MODELS FOR SMALL AND MEDIUM ENTERPRISE IN THAILAND

Abstract

The objectives of this research article were to 1) study the causal factors of marketing strategies affecting export performance 2) study the influence of causal factors of marketing strategies affecting export performance. and                3) develop a model of the causal factors of marketing strategies affecting export performance. This research was mixed method research design. The sample group was 360 small and medium-sized enterprises which were Thai export business entrepreneurs. The research tools were 1. questionnaire 2. in-depth interview form as frequency distribution, percentage, mean, standard deviation, and analysis of the structural equation model: (SEM) The results of the research were as follows: 1) The variables affecting the export operation were 4 components. Which were 1.1 market orientation, 1.2 organizational innovation, 1.3 entrepreneurial orientation, and 1.4 export marketing strategies influence on export performance 2) Marketing focus, organizational innovation and entrepreneurial attributes directly and indirectly influence export performance. Export Marketing Strategy directly influence on export performance 3) The model was consistent with the empirical data, considering the statistical values used to verify the coherence between the model and the empirical data (Chi-square statistical values = 86.87, df = 71, p = 0.095695, GFI = 0.97, AGFI. = 0.94, RMR = 0.012, RMSEA = 0.025)