Relationship between Modern Marketing Creativity and Performance of OTOP Businesses in Thailand
Supalak Laphet Arunngam, Supapong Pinveha, Palan Jantarajaturapath
Keywords:
Modern Marketing Creativity, Performance, OTOP BusinessesAbstract
Recently, One Tambon One Product (OTOP) businesses face increased competition. Therefore, they seek to gain a competitive advantage in order to ensure that the business will survive. There are several factors that contribute to the success of a business such as entrepreneurial potential, good planning, human resource management, money capital, product quality, marketing channels, product branding, and creativity. Thus, entrepreneurs need to adjust their marketing strategies in reaction to a change in consumer behavior including value-added product development and quality characterization, storytelling in product development, product rebranding, packaging development, unique design product development, product promotions and sales promotion. In order to expand sales within its domestic market and international market, Thai SMEs and SMCEs are required to improve their business and brand strategies competing in a digital world. Furthermore, OTOP entrepreneurs need to learn about modern marketing creativity in order to promote unique local products, succeed in the operation, and build a reputation for community. Therefore, the researcher conducted a study of the relationship between modern marketing creativity and performance of OTOP business in Thailand by collecting data from 127 Thailand OTOP entrepreneurs and using stratified random sampling as sampling method and a questionnaire as an instrument. The statistics used for analyzing the collected data were t-test, F-test (ANOVA and MANOVA), multiple correlation analysis, simple regression analysis and multiple regression analysis.
The finding revealed that entrepreneurs of OTOP businesses agreed with having modern marketing creativity as a whole and in each of the following aspects at a high level: production process adaptation, products identity construction, marketing channel development, and corporate social responsibility.
The OTOP entrepreneurs in Thailand agreed with having performance as a whole and in each of the following aspects at a high level: customer perspective, learning and growth perspective, and internal process perspective. Moreover, entrepreneurs of OTOP businesses agreed with having performance in the following aspect at a medium level: financial perspective.
The OTOP business with different average annual salary agreed differently with having modern marketing creativity in the aspect of production process adaptation.
The OTOP business with award on OTOP entrepreneurs agreed with having modern marketing creativity as a whole and in the following aspects:
production process adaptation and products identity construction.
The OTOP business with different types of products, number of current employees, and average annual salary agreed differently with having performance as a whole.
The OTOP business with different average annual salary agreed differently with having performance in each of the following aspects: financial perspective, and internal process perspective.
The OTOP business with award on OTOP entrepreneurs agreed differently with having performance as a whole and in the aspect of customer perspective.
According to analyses of the data in terms of relationships and effects, the followings were found: (1) modern marketing creativity in the aspects of marketing channel development, and corporate social responsibility had positive relationship with and effects on performance as a whole. (2) Modern marketing creativity in the aspect of marketing channel development had relationship with performance in the aspect of financial perspective. (3) Modern marketing creativity in the aspects of marketing channel development, and corporate social responsibility had relationship with performance in the aspect of customer perspective. (4) Modern marketing creativity in the aspect of corporate social responsibility had relationship with performance in the aspect of internal process perspective. (5) modern marketing creativity in the aspect of marketing channel development had relationship with performance in the aspect of learning and growth perspective.
In conclusion, the modern marketing creativity had positive relationships with and effects on performance. Therefore, OTOP businesses in Thailand should focus on, support and promote their firm’s modern marketing creativity.
OTOP businesses in Thailand can implement these modern marketing-creativity practices to improve their marketing strategies as well as create value-added products by using local wisdom combined with creativity. This will help increase their business’s potential, expand business,
and gain competitive advantages.
References
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