지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose: This study’s purpose is to explore the relationship between entrepreneurial marketing orientation on new product development performance via marketing and innovation capabilities. Research design, data, and methodology: This research has applied a survey method which involved 159 respondents from food retailers among Michelin Guide Restaurants in Thailand. The literature’s existing measurement scales were used to operationalize the constructs proposed in this study. The analyses were conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the hypotheses. Results: The results have shown that new product development performance received positive and direct impacts from entrepreneurial marketing orientation, particularly in three dimensions: customer value orientation, opportunity-driven initiatives, and leveraged resources. Likewise, new product development performance received a positive, indirect impact from opportunity-driven initiatives, risk management, customer value orientation, and innovation that is focused on marketing and innovation capabilities. Conclusions: The results are useful for Thai food retailers as to strategy formulation in order to attract tourists from all over the world to tourist destinations in Thailand. Therefore, this empirical study is extremely important for domestic economic development and the international economy. These findings provide theoretical and managerial contributions for developing competitive strategies which will lead to sustainable business practices, as well as for providing future research directions.
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참고문헌 (62)
참고문헌 신청
Aaker, D. A. / 2001 / Marketing research / John Wiley & Sons
Agmapisarn, C. / 2019 / Successful factors of Thai restaurants under the Michelin Star program / Journal of Liberal Arts, Thammasat University 19(2):53~82
Alvarez, S. A. / 2013 / Epistemology, opportunities, and entrepreneurship: Comments on Venkataraman et al. (2012) and Shane (2012) / Academy of Management Review 38(1):154~168
Andersen, T. J. / 2009 / Effective risk management outcomes : Exploring effects of innovation and capital structure / Journal of Strategy and Management 2(4):352~379
Brown, S. L. / 1995 / Product development : Past research, present findings and future directions / Academy of Management Review 20(2):343~378
Agmapisarn, C. / 2019 / Successful factors of Thai restaurants under the Michelin Star program / Journal of Liberal Arts, Thammasat University 19(2):53~82
Alvarez, S. A. / 2013 / Epistemology, opportunities, and entrepreneurship: Comments on Venkataraman et al. (2012) and Shane (2012) / Academy of Management Review 38(1):154~168
Andersen, T. J. / 2009 / Effective risk management outcomes : Exploring effects of innovation and capital structure / Journal of Strategy and Management 2(4):352~379
Brown, S. L. / 1995 / Product development : Past research, present findings and future directions / Academy of Management Review 20(2):343~378
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