Authors :
Busaba Auaroon; Thongchai Jattabudh; Nicknipar Boonchouy
Volume/Issue :
Volume 8 - 2023, Issue 12 - December
Google Scholar :
http://tinyurl.com/4wc229vc
Scribd :
http://tinyurl.com/4rcj5a9j
DOI :
https://doi.org/10.5281/zenodo.10430573
Abstract :
This research aims to study the marketing
ability of entrepreneurs in Samut Prakan Province. which
consists of Product development, price, distribution
channels and marketing communications and innovation
capabilities that include process innovation and
management innovations that affect the performance of
entrepreneurs in Samut Prakan Province are qualitative
research. The sample group used in this study There are
30 entrepreneurs in Samut Prakan province using content
analysis techniques, a technique for analyzing data from
reality.
The results of the study found that marketing ability
and innovation capabilities of entrepreneurs in Samut
Prakan Province is at a high level, especially in terms of
products and distribution channels in terms of innovation
ability It was found that at a high level, both process
innovation and management innovation, entrepreneurs
used more technology. Employees in the organization are
encouraged to learn more leading to successful operations
in the organization.
Keywords :
Marketing Capability; Innovation Capability; Organizational Performance; Entrepreneurship.
This research aims to study the marketing
ability of entrepreneurs in Samut Prakan Province. which
consists of Product development, price, distribution
channels and marketing communications and innovation
capabilities that include process innovation and
management innovations that affect the performance of
entrepreneurs in Samut Prakan Province are qualitative
research. The sample group used in this study There are
30 entrepreneurs in Samut Prakan province using content
analysis techniques, a technique for analyzing data from
reality.
The results of the study found that marketing ability
and innovation capabilities of entrepreneurs in Samut
Prakan Province is at a high level, especially in terms of
products and distribution channels in terms of innovation
ability It was found that at a high level, both process
innovation and management innovation, entrepreneurs
used more technology. Employees in the organization are
encouraged to learn more leading to successful operations
in the organization.
Keywords :
Marketing Capability; Innovation Capability; Organizational Performance; Entrepreneurship.
