ผลกระทบของความสามารถในการจัดการการตลาดเชิงรุกต่อความอยู่รอด ทางการตลาดของธุรกิจอาหารสำเร็จรูปและกึ่งสำเร็จรูปในประเทศไทย
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ต.ค. 27, 2017
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ความสามารถในการจัดการการตลาดเชิงรุก การบรรลุเป้าหมายทางการตลาด ความอยู่รอดทางการตลาด
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บทคัดย่อ
วัตถุประสงค์หลักของการวิจัยครั้งนี้ คือ เพื่อศึกษาถึงผลกระทบของความสามารถในการจัดการการตลาดเชิงรุกต่อความอยู่รอดทางการตลาด เก็บรวบรวมข้อมูลจากธุรกิจอาหารสำเร็จรูปและกึ่งสำเร็จรูปในประเทศไทย จำนวน 163 บริษัท โดยใช้แบบสอบถามเป็นเครื่องมือในการเก็บรวบรวมข้อมูล ใช้การวิเคราะห์การถดถอยเชิงเส้นในการวิเคราะห์ข้อมูล ผลการวิจัยพบว่า องค์ประกอบของความสามารถในการจัดการการตลาดเชิงรุกสองด้าน คือ พลวัตของการเรียนรู้ลูกค้า และการประยุกต์สู่การเป็นผู้นำตลาดมีผลกระทบในเชิงบวกอย่างมีนัยสำคัญต่อการบรรลุเป้าหมายทางการตลาดและความอยู่รอดทางการตลาด ในขณะที่ความสามารถเชิงนวัตกรรมผลิตภัณฑ์มีผลกระทบเชิงบวกอย่างมีนัยสำคัญต่อความอยู่รอดทางการตลาดเท่านั้น นอกจากนี้การบรรลุเป้าหมายทางการตลาดยังมีผลกระทบเชิงบวกอย่างมีนัยสำคัญต่อความอยู่รอดทางการตลาดอีกด้วย งานวิจัยนี้ช่วยให้เข้าใจถึงความสามารถในการจัดการการตลาดเชิงรุกในบริบทของธุรกิจอาหารสำเร็จรูปและกึ่งสำเร็จรูปในประเทศไทยได้ดียิ่งขึ้น
Article Details
How to Cite
เกราะแก้ว ย. ., จันทร์อินทร์ ป. ., & บุญเหลือ ส. . (2017). ผลกระทบของความสามารถในการจัดการการตลาดเชิงรุกต่อความอยู่รอด ทางการตลาดของธุรกิจอาหารสำเร็จรูปและกึ่งสำเร็จรูปในประเทศไทย. วารสารเทคโนโลยีภาคใต้, 11(2), 181–195. สืบค้น จาก https://so04.tci-thaijo.org/index.php/journal_sct/article/view/95304
บท
บทความวิจัย
- ผู้เขียนต้องยินยอมปฏิบัติตามเงื่อนไขที่กองบรรณาธิการวารสารกำหนด และผู้เขียนต้องยินยอมให้บรรณาธิการ แก้ไขความสมบูรณ์ของบทความได้ในขั้นตอนสุดท้ายก่อนเผยแพร่
- ลิขสิทธิ์บทความเป็นของผู้เขียน แต่วารสารเทคโนโลยีภาคใต้คงไว้ซึ่งสิทธิ์ในการตีพิมพ์ครั้งแรก โดยเหตุที่บทความนี้ปรากฏในวารสารที่เข้าถึงได้จึงอนุญาตให้นำบทความไปใช้เพื่อประโยชน์ทางการศึกษา แต่มิใช่เพื่อการพาณิชย์
References
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Czarnitzki, D., Etro, F., & Kraft, K. (2014). Endogenous market structures and innovation by leaders: an empirical test. Economic, 81(321), 117–139.
Feng, T., Sun, L., Zhu, C., & Sohal, A. S. (2012). Customer orientation for decreasing time-to-market of new products: it implementation as a complementary asset. Industrial Marketing Management, 41(6), 929-939.
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Grein, A. F., Craig, C. S., & Takada, H. (2001). Integration and responsiveness: marketing strategies of Japanese and European automobile manufacturers. Journal of International Marketing, 9(2), 19-50.
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Hair, Jr. J. F., Black W.C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective, 7th ed. New Jersey: Pearson Prentice Hall.
Hauser, J., Tellis, G. J., & Griffin, A. (2006). Research on innovation: a review and agenda for marketing science. Marketing Science, 25(6), 687-717.
Hills, S. B., & Sarin, S. (2003). From market driven to market driving: an alternative paradigm for marketing in high-technology industries. Journal of Marketing Theory and Practice, 11(3), 13-24.
Hoefele, A. (2016). Process and product innovation and the role of the preference function. B. E. Journal of Economic Analysis & Policy, 16(4), 1-5.
Hua, S. Y., & Wemmerlöv, U. (2006). Product change intensity, product advantage, and market performance: an empirical investigation of the PC industry. Journal of Product Innovation Management, 23,
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Ibidunni, A. S. (2011). Structure and strategy adoption: policy for achieving marketing goals: a study of multinational and indigenous food and beverage companies in Nigeria. African Journal of Business & Economic Research, 6(2/3), 49-72.
Jayaram, J., Oke, A., & Prajogo, D. (2014). The antecedents and consequences of product and process innovation strategy implementation in Australian manufacturing firms. International Journal of Production Research, 52(15), 4424-4439.
Jiménez-Zarco, A., Torrent-Sellens, J., & Martínez- Ruiz, M. P. (2012). Proactive orientation effects on product innovation activities: empirical evidence. Innovation: Management, Policy & Practice, 14(1),
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Kaewmungkoon, S., & Ussahawanitchakit, P. (2014). Marker expansion strategy and marketing survival: evidence from beauty parlor businesses in Thailand. Journal of International Business & Economics, 14(2), 83-100.
Kittikunchotiwut, P., Ussahawanitchakit, P., & Pratoom, K. (2013). Strategic management creativity and firm survival: an empirical incestigation of the export fashion accessories business in Thailand. Journal of the Academy of Business and Economics, 13(3), 87-114.
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_______. (2016). Principles of Marketing, 16th ed. Saffron House, 6-10 Kirby Street, London: Pearson.
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Kunstek, R. (2013). Forecasting competitors’ market share using multivariate linear time series analysis. Journal of Marketing Management, 12(2), 7-22.
Lala, G. A., & Tanase, A. (2014). The concept of innovativeness in the marketing literature. Analele universitatii 'Eftimie Murgu' Resita. Fascicola II. Studii Economice, (1), 119-127.
Leiblein, M., Reuer, J., & Dalsace, F. (2002). Do make or buy decision matter? the influence of organization governance of technological performance strategic. Management Journal, 23(9), 817-833.
Lin, H. E., McDonough, E. F. III., Lin, S. J., & Lin, C. Y. Y. (2013). Managing the exploitation/ exploration paradox: the role of a learning capability and innovation ambidexterity. Journal of Product Innovation Management, 30(2), 262-278.
Lumpkin, G.T., & Dess, G.G. (1996). Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of Management Review, 21(1), 135–172.
_______. (2001). Linking two dimensions of entrepreneurial orientation to firm performance: the moderating role of environment and industry life cycle. Journal of Business Venturing, 16(3), 429-451.
McEvily, B., & Marcus, A. (2005). Embedded ties and the acquisition of competitive capabilities. Strategic Management Journal, 26(11), 1033-1055.
Min, S., Kalwani, M. U., & Robinson, W. T. (2006). Market pioneer and early follower sui-vival risks: a contingency analysis of really new versus incrementally new product-markets. Journal of Marketing, 70, 15-33.
Moon, H., Miller, D. R., & Kim, S. H. (2013). Product design innovation and customer value: cross-cultural research in the united states and Korea. Journal of Product Innovation Management, 30(1), 31-43.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of International Marketing, 54(4), 20-33.
Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management, 21(5), 334–347.
Nasution, H. N., Mavondo, F. T., Matanda, M. J., & Ndubisi, N. O. (2011). Entrepreneurship: its relationship with market orientation and learning orientation and as antecedents to innovation and customer value. Industrial Marketing Management, 40(3), 336-345.
Newell, S. J., & Goldsmith, R. E. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52(3), 235–247.
Phokha, A., & Ussahawanitchakit, P. (2011). Marketing leadership strategy, marketing outcomes and firm sustainability: evidence from food product business in Thailand. International Journal of Strategic Management, 11(3), 1-25.
Sampattikorn, S., Ussahawanitchakit, P., & Boonlua, S. (2012). Best internal audit practices and goal achievement sustainability: an empirical examination of Thai listed firms. Journal of International Business and Economics, 12(5),
40-66.
Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact of r & d expenditure and brand equity on marketing performance. Journal of Business Research, 69(12), 5662-5669.
Simpson, M, P., Siguaw, A, J., & Enzc, A. C. (2006). Innovation orientation outcomes: the good and the bad. Journal of Business Research, 59(10), 1133–1141.
Theodosiou, M., Kehagias, J., & Katsikea, E. (2012). Strategic orientations, marketing capabilities and firm performance: an empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7), 1058-1070.
Thipsri, N., & Ussahawanitchakit, P. (2009). An empirical assessment of NPD strategies of Thai electronics business: how do the strategies affect market outcome?. International Journal of Business Strategy, 9, 69-90.
Upson, J. W., Ketchen, Jr., David, J., Connelly, B., & Ranft, A. (2012). Competitor analysis and foothold moves. Academy of Management Journal, 55(1), 93-110.
Viardot, E. (2010). Achieving market leadership: the next challenge for technology firms from growing countries. Journal of Technology Management for Growing Economies, 1(2), 9-28.
Wongtianchai, S., Ussahawanitichakit, P., & Jhundra-indra, P. (2015). A conceptual framework of entrepreneurial marketing strategy and marketing goal achievement. Allied Academies International Conference: Proceedings of the Academy of Entrepreneurship (AE), 21(2), 14-32.
Zaccaro, S. J., & Klimoski, R. J. (2001). The Nature of Organizational Leadership: An Introduction. San Francisco: Jossey-Bass.
Atuahene-Gima, K., Li, H., & Luca, L. M. D. (2006). The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures. Industrial Marketing Management, 35(3), 359-372.
Atuahene-Gima, K., Slater, S. F., & Olson, E. M. (2005). The contingent value of responsive and proactive market orientations for new product program performance. Journal of Product Innovation Management, 22(6), 64–482.
Bergen, M., & Peteraf, M, A. (2002). Competitor identification and competitor analysis: a broad-based managerial approach. Managerial and Decision Economics, 23, 157-169.
Blocker, C. P., Flint, D. J., Myers, M. B., & Slater, S. F. (2011). Proactive customer orientation and its role for creating customer value in global markets. Journal of the Academy of Marketing Science, 39(2), 216-233.
Bodlaj, M., Coenders, G., & Zabkar, V. (2012). Responsive and proactive market orientation and innovation success under market and technological turbulence. Journal of Business Economics and Management, 13(4), 666–687.
Bojovic, V., Pupovac, L., & Strugar, M. (2010). Understanding innovation drive of leading Serbian companies. Perspectives of Innovations, Economics & Business, 6(3), 35-37.
Chen, M. J. (1996). Competitor analysis and inter firm rivalry: toward a theoretical integration. Academy of Management Review, 21(1), 100-134.
Chun, H. L., & Chu, C. W. (2008). Forecast competitor service strategy with service taxonomy and ci data. European Journal of Marketing, 42 (7/8), 746-765.
Czarnitzki, D., Etro, F., & Kraft, K. (2014). Endogenous market structures and innovation by leaders: an empirical test. Economic, 81(321), 117–139.
Feng, T., Sun, L., Zhu, C., & Sohal, A. S. (2012). Customer orientation for decreasing time-to-market of new products: it implementation as a complementary asset. Industrial Marketing Management, 41(6), 929-939.
Gatignon, H., & Xuereb, J. M. (1997). Strategic orientation of the firm and new product performance. Journal of Marketing Research, 36(1), 77-90.
Grein, A. F., Craig, C. S., & Takada, H. (2001). Integration and responsiveness: marketing strategies of Japanese and European automobile manufacturers. Journal of International Marketing, 9(2), 19-50.
Grinstein, A. (2008). The effect of market orientation and its components on innovation consequences: a meta-analysis. Journal of the Academy of Marketing Science, 6(2), 166–173.
Hair, Jr. J. F., Black W.C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective, 7th ed. New Jersey: Pearson Prentice Hall.
Hauser, J., Tellis, G. J., & Griffin, A. (2006). Research on innovation: a review and agenda for marketing science. Marketing Science, 25(6), 687-717.
Hills, S. B., & Sarin, S. (2003). From market driven to market driving: an alternative paradigm for marketing in high-technology industries. Journal of Marketing Theory and Practice, 11(3), 13-24.
Hoefele, A. (2016). Process and product innovation and the role of the preference function. B. E. Journal of Economic Analysis & Policy, 16(4), 1-5.
Hua, S. Y., & Wemmerlöv, U. (2006). Product change intensity, product advantage, and market performance: an empirical investigation of the PC industry. Journal of Product Innovation Management, 23,
316-329.
Ibidunni, A. S. (2011). Structure and strategy adoption: policy for achieving marketing goals: a study of multinational and indigenous food and beverage companies in Nigeria. African Journal of Business & Economic Research, 6(2/3), 49-72.
Jayaram, J., Oke, A., & Prajogo, D. (2014). The antecedents and consequences of product and process innovation strategy implementation in Australian manufacturing firms. International Journal of Production Research, 52(15), 4424-4439.
Jiménez-Zarco, A., Torrent-Sellens, J., & Martínez- Ruiz, M. P. (2012). Proactive orientation effects on product innovation activities: empirical evidence. Innovation: Management, Policy & Practice, 14(1),
90-106.
Kaewmungkoon, S., & Ussahawanitchakit, P. (2014). Marker expansion strategy and marketing survival: evidence from beauty parlor businesses in Thailand. Journal of International Business & Economics, 14(2), 83-100.
Kittikunchotiwut, P., Ussahawanitchakit, P., & Pratoom, K. (2013). Strategic management creativity and firm survival: an empirical incestigation of the export fashion accessories business in Thailand. Journal of the Academy of Business and Economics, 13(3), 87-114.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation : the construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1–18.
Kotler, P., & Armstrong, G. (2004). Principles of Marketing, 10th ed. Upper Saddle River, NJ: Pearson.
_______. (2016). Principles of Marketing, 16th ed. Saffron House, 6-10 Kirby Street, London: Pearson.
Kotler, P., & Keller, K. (2008). Marketing Management. 13rd ed. Prentice Hall, NJ: Pearson International Education.
Kunstek, R. (2013). Forecasting competitors’ market share using multivariate linear time series analysis. Journal of Marketing Management, 12(2), 7-22.
Lala, G. A., & Tanase, A. (2014). The concept of innovativeness in the marketing literature. Analele universitatii 'Eftimie Murgu' Resita. Fascicola II. Studii Economice, (1), 119-127.
Leiblein, M., Reuer, J., & Dalsace, F. (2002). Do make or buy decision matter? the influence of organization governance of technological performance strategic. Management Journal, 23(9), 817-833.
Lin, H. E., McDonough, E. F. III., Lin, S. J., & Lin, C. Y. Y. (2013). Managing the exploitation/ exploration paradox: the role of a learning capability and innovation ambidexterity. Journal of Product Innovation Management, 30(2), 262-278.
Lumpkin, G.T., & Dess, G.G. (1996). Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of Management Review, 21(1), 135–172.
_______. (2001). Linking two dimensions of entrepreneurial orientation to firm performance: the moderating role of environment and industry life cycle. Journal of Business Venturing, 16(3), 429-451.
McEvily, B., & Marcus, A. (2005). Embedded ties and the acquisition of competitive capabilities. Strategic Management Journal, 26(11), 1033-1055.
Min, S., Kalwani, M. U., & Robinson, W. T. (2006). Market pioneer and early follower sui-vival risks: a contingency analysis of really new versus incrementally new product-markets. Journal of Marketing, 70, 15-33.
Moon, H., Miller, D. R., & Kim, S. H. (2013). Product design innovation and customer value: cross-cultural research in the united states and Korea. Journal of Product Innovation Management, 30(1), 31-43.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of International Marketing, 54(4), 20-33.
Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management, 21(5), 334–347.
Nasution, H. N., Mavondo, F. T., Matanda, M. J., & Ndubisi, N. O. (2011). Entrepreneurship: its relationship with market orientation and learning orientation and as antecedents to innovation and customer value. Industrial Marketing Management, 40(3), 336-345.
Newell, S. J., & Goldsmith, R. E. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52(3), 235–247.
Phokha, A., & Ussahawanitchakit, P. (2011). Marketing leadership strategy, marketing outcomes and firm sustainability: evidence from food product business in Thailand. International Journal of Strategic Management, 11(3), 1-25.
Sampattikorn, S., Ussahawanitchakit, P., & Boonlua, S. (2012). Best internal audit practices and goal achievement sustainability: an empirical examination of Thai listed firms. Journal of International Business and Economics, 12(5),
40-66.
Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact of r & d expenditure and brand equity on marketing performance. Journal of Business Research, 69(12), 5662-5669.
Simpson, M, P., Siguaw, A, J., & Enzc, A. C. (2006). Innovation orientation outcomes: the good and the bad. Journal of Business Research, 59(10), 1133–1141.
Theodosiou, M., Kehagias, J., & Katsikea, E. (2012). Strategic orientations, marketing capabilities and firm performance: an empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7), 1058-1070.
Thipsri, N., & Ussahawanitchakit, P. (2009). An empirical assessment of NPD strategies of Thai electronics business: how do the strategies affect market outcome?. International Journal of Business Strategy, 9, 69-90.
Upson, J. W., Ketchen, Jr., David, J., Connelly, B., & Ranft, A. (2012). Competitor analysis and foothold moves. Academy of Management Journal, 55(1), 93-110.
Viardot, E. (2010). Achieving market leadership: the next challenge for technology firms from growing countries. Journal of Technology Management for Growing Economies, 1(2), 9-28.
Wongtianchai, S., Ussahawanitichakit, P., & Jhundra-indra, P. (2015). A conceptual framework of entrepreneurial marketing strategy and marketing goal achievement. Allied Academies International Conference: Proceedings of the Academy of Entrepreneurship (AE), 21(2), 14-32.
Zaccaro, S. J., & Klimoski, R. J. (2001). The Nature of Organizational Leadership: An Introduction. San Francisco: Jossey-Bass.