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Author: search.filters.author.Sangmanee, WoranatSubject: search.filters.subject.Thailand

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    BUSINESS STRATEGIES OF SNACK FOOD PRODUCT EXPORT PERFORMANCE: A STRUCTURAL EQUATION MODEL ANALYSIS
    (2023-01-01)
    Boonnarakorn, Sawitree
    ;
    Deebhijarn, Samart
    ;
    Sangmanee, Woranat
    Over the past several years the COVID-19 pandemic has devasted Thailand‘s economy while simultaneously destroying the ability of numerous snack food enterprises to sell their home-grown products domestically and to export to the broader international community. Therefore, the purpose of the research was to investigate which factors affected the export performance (XPE) of Thai One Tambon One Product (OTOP) entrepreneur snack food products. From a list of OTOP export producers, the authors used systematic random sampling across six Thai regions to select the study‘s 311 export entrepreneurs. The structural equation model (SEM) analysis used LISREL 9.1 to determine the validity of the causal model and the variable interrelationships and how they affected OTOP snack food XPE. The SEM results revealed that innovative products (IPT), innovative processes (IPS), packaging design (PAD), the marketing mix strategy (MMS), and product quality (PDQ) all positively influenced XPE. Also, the total effect values for MMS, PAD, PDQ, IPT, and IPS, were 0.27, 0.22, 0.21, 0.15, and 0.05, respectively. Nine of the eleven hypotheses examined were supported, with PAD being shown to strongly influence MMS. This paper makes a significant contribution to the global discussion concerning rural poverty reduction, rural employment, and entrepreneurial handicraft export performance.
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    An analysis of how government support, entrepreneurship, service innovation, and e-readiness affect a Thai SME hotel's competitive advantage
    (2019-01-01)
    Ounarat, Kanitta
    ;
    Sangmanee, Woranat
    ;
    Chaveesuk, Singha
    Essential elements of economic development are small and medium enterprises (SMEs) which are considered the primary mechanism for enhancing income and employment of countries around the world. In Thailand, most hotels function within the spectrum as SMEs, which therefore are a crucial element in providing a memorable experience to Thailand's 40 million foreign visitors and domestic Thai tourists. Therefore, the authors undertook a study of the opinions of 280 SME hotel owners, managers, and advisors to investigate their opinions concerning their hotel's competitive advantage (CA). LISREL 9.1 was used to analyse the owners and managers opinions on how a Thai SME hotel's CA was affected by government support (GS), entrepreneurship (EN), service innovation (SI), and electronic e-readiness (e- RE). Results from the five-province sample revealed that all the causal variables positively influenced CA, as the combined variance of influence was 77% (R<sup>2</sup>). Also, from the study's eight SEM hypotheses results, the factors most relevant to a Thai hotel entrepreneur's CA when ranked in importance were SI, e-RE, EN, and GS. Finally, SI was determined to ne most essential to a hotel entrepreneur's CA, which included the manifest variables product innovation, process innovation, and marketing innovation.
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    The mediating effect of knowledge-sharing behaviour on total quality management and organisational innovation capability
    (2017-01-01)
    Buranakul, Sorapol
    ;
    Limnararat, Sunpasit
    ;
    Pithuncharurnlap, Manat
    ;
    Sangmanee, Woranat
    Ever since innovation was recognised as a key contributor to securing competitive advantage in the higher education arena, many factors have been introduced to enhance innovation capability. The purpose of this study is to examine the relationship between total quality management (TQM) and organisational innovation capability (OIC), as well as investigate the role of knowledge-sharing behaviour (KSB) in mediating this relationship. A survey was conducted on 367 academic staff and support staff from private universities in Thailand. The analytical results suggest that TQM is positively linked to OIC and KSB, in which the KSB plays a partial mediating role between TQM and OIC. The findings should benefit university administrators to improve innovation capability in addition to implementing TQM to develop appropriate strategies for maintaining a knowledge-sharing environment, leading to the kind of tacit knowledge that can successfully raise the innovation capability of private universities.