Being Customer-oriented Entrepreneurial Firm: Tactical Business Practices for Thai SMEs in Entering Global Market

Abstract

     Small and medium-sized enterprises (SMEs) are competing under an increasingly turbulent and global business environment. Products made in any global corner can easily be transferred and sold in other parts of the world. Nowadays, the term global market is no longer restricted to large or multinational firms. The competition is open to all types of firms. Nevertheless, SMEs normally have limited business resources to compete under a global scenario compared to their larger counterparts, especially for Thai SMEs. In this paper, the author argues that SMEs need to be creative, innovative, and have unique strategy to enter the global market successfully. Thai SMEs should enthusiastically apply customer and entrepreneurial orientations to their business at individual and organizational level. Several tactical business practices discussed will help Thai SMEs become customer-oriented entrepreneurial firms. Further it is stressed that, the higher the firm's pursuit of customer and entrepreneurial orientations, the better will be the firm business performance.