Relevant bibliographies by topics / Small business – Thailand – Marketing

Academic literature on the topic 'Small business – Thailand – Marketing'

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Published: 4 June 2021

Last updated: 1 February 2022

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Journal articles on the topic "Small business – Thailand – Marketing"

Mandhachitara, Rujirutana, and Siriporn (NaPombhejara) Allapach. "Small business performance in Thailand: key success factors." Journal of Research in Marketing and Entrepreneurship 19, no. 2 (October 16, 2017): 161–81. http://dx.doi.org/10.1108/jrme-06-2016-0018.

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Purpose This paper investigates how affirmative leadership management styles, market orientation and marketing intelligence drive the performance of small business enterprises in Bangkok, Thailand. Design/methodology/approach Small business performance is a formative measurement consisting of financial and marketing metrics. Other constructs are reflective. Some 200 manager-owners of small businesses were interviewed. The authors use structural modeling, partial least squares (PLS). Research limitations/implications The data were collected from two of 50 districts in Bangkok. The study is cross-sectional. Performance measures were self-reported. Practical implications Building and exercising affirmative leadership skills and behaviors in small business operations is crucial. Small businesses should focus their recruitment on this quality. Affirmative leaders must create and promote a systematic approach to gathering and analyzing market intelligence on customers and competitors and utilize this strategically. Originality/value This empirical paper establishes two important mediating roles of market orientation. First, affirmative leadership is necessary to motivate a market-oriented enterprise in its successful performance. Second, marketing intelligence contributes to business performance when it is driven by market orientation.

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Racela, Olimpia C., and Amonrat Thoumrungroje. "International market expansion of “Jintan Nude” in Thailand." Emerald Emerging Markets Case Studies 2, no. 4 (October 19, 2012): 1–10. http://dx.doi.org/10.1108/20450621211256265.

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Subject area International marketing, new product development, international business expansion, small business management. Study level/applicability This case is intended for senior undergraduate or graduate MBA students taking a course in international business, international marketing, or small business management. Case overview Thai Jintan Company Limited (Thai Jintan) is a medium-sized importer, distributor, and marketer of premium confectionery and health care products in Thailand with the exclusive distribution arrangements of Morishita Jintan Company Limited (Morishita), one of Japan's oldest companies and a leader in the Japanese probiotic and confectionery industry. The case takes place in August 2009, approximately 18 months after Thai Jintan implemented its market launch of Morishita's technologically advanced breath and belly mint under the brand name of Jintan Nude. With a limited promotional budget of 8 million baht (€161,128) coupled with Thailand's regulatory environment for the marketing of food and drugs, Thai Jintan, a newcomer to the breath mint market, was faced with having to devise a resourceful marketing and promotional campaign. Thai Jintan management was confronted with assessing its past marketing plan and deciding on what to do to achieve its ambitious goal of capturing a 20 percent market share of the growing mint/menthol candy confectionery segment in Thailand. Expected learning outcomes After reading and discussing the case, students should have a better understanding of the following: the challenges faced by small businesses and new entrants; learning to apply different frameworks such as PEST or PESTEL, SWOT, and/or Five Forces to scan and assess a competitive environment; familiarizing themselves with different channels members’ roles in a distribution system; learning to evaluate a company's current marketing strategies and to recommend strategies to improve its segmentation, targeting, and positioning strategies and to design a new marketing mix for a new product launch in an overseas market; and learning how to effectively allocate a marketing budget. Supplementary materials Teaching notes are available.

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Rodprayoon, Nachayapat, and Chuleekorn Chanasit. "Study and Development of Inventory Management System for Frozen Food Business in Thailand." Modern Applied Science 13, no. 5 (April 30, 2019): 70. http://dx.doi.org/10.5539/mas.v13n5p70.

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The role of the current business competition in addition to the strategic competition, adjust the marketing model that focuses on reaching the customer exactly. One thing that is no less important than having a concept and adaptation that requires high market flexibility is the business management process. Starting from the process of receiving raw materials to get into the production process, send to the warehouse department to store the products systematically, including deliver the products to consumers promptly. For this reason, many companies around the world have adopted a warehouse management system for predicting, forecasting and checking the status of the products any time. It causes more efficient in internal business process management. At the same time, the type and size of the business cannot apply the same warehouse management system. With different type, size and form of operation process, many companies have an investment situation with an inefficient use of an information system in the organization. It is a wrong decision in applying various systems without considering the related factors. For the study and development of inventory management systems for frozen food business in Thailand, since there are many businesses facing problems of error checking product process, affecting other processes such as raw material forecasting for production, etc. In addition, they are small and medium-sized businesses which their working process managed by the business owner with not many employees. Investment in the use of information systems is therefore a risk in investing and adjusting the form of operations. The result of this research is to analysis the problem and to summarize the requirements for the development of inventory management systems in frozen food business in Thailand in order to respond to the operation process systematically.

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Racela, Olimpia C. "Bangkok beer & beverages: in pursuit of growth." Emerald Emerging Markets Case Studies 5, no. 2 (March 27, 2015): 1–10. http://dx.doi.org/10.1108/eemcs-08-2014-0193.

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Title Bangkok beer & beverages: in pursuit of growth. Subject area Entrepreneurship, Strategic management, Importer/Distributor, Marketing, Environmental forces, Wine, Thailand. Study level/applicability Senior undergraduate or graduate MBA students taking a course in entrepreneurship, strategic management, marketing or small business management. Case overview Bangkok Beer & Beverages (BB&B) Company is an importer, distributor and marketer of premium spirits and wines in Thailand. The case takes place in April 2007, after the public announcement of BB&B's distribution agreement with Fosters Group of Australia to distribute the Group's Penfolds brand throughout Thailand. Coinciding with this milestone of BB&B is the rising interest in wine and the announcement by the Thailand Government to impose stricter regulations for the distribution and promotion of alcoholic beverages to curb consumption in response to demands made by several public interest groups. Within this backdrop, Pongchalerm Chalermsaphayakorn, co-founder and CEO of BB&B, was working with a team to consider future opportunities to pursue for sustainable long-term growth. Expected learning outcomes This case problem can be used to increase students' understanding of: how an entrepreneurial firm attempts to build/develop organizational capability; how decision-makers should assess the impact of, and respond to, the threat of significant and uncontrollable changes to the business macroenvironment; a firm's market position and the identification of strategic groups in an industry; and evaluating different growth opportunities and the implications on a firm's mission. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

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Potjanajaruwit, Pisit. "Work quality and standards of small and medium enterprises in the agro-industrial and construction business in Thailand." E3S Web of Conferences 175 (2020): 13037. http://dx.doi.org/10.1051/e3sconf/202017513037.

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The purpose of this research was to study the factors that influence the decision of Small and Medium Enterprise (SMEs) in the Northeast region of Thailand to use loan services from Kasikorn Bank. The population in this research was 1,746 SMEs entrepreneurs who used loan services for Small and Medium Enterprise customers provided by Kasikorn Bank Public Company Limited in the North-eastern region of Thailand. Multi-stage Cluster Sampling was used in sampling 325 SMEs entrepreneurs and a 5 rating-scale questionnaire was used as a research tool, with the confidence value of independent variables of .96 and the confidence value of dependent variables of .83. The statistics used in analysis were Frequency, Percentage, Mean, Standard Deviation, Multiple Regression Analysis, T-test, and F-test. 7 factors were found to have influence in the decision to use loan services of the Small and Medium Enterprises customers at a high level. These following factors are listed in order from highest to lowest average scores; Service Process, Physical Evidence and Presentation, Personnel, Products, Distribution, Marketing Promotion, and Price. Only 2 factors were found to have an influence on the customers’ decision to use loan services with standardized coefficient of determination for multiple regression at the significance level of .01; Service Process (Beta = .43) and Personnel (Beta = .19) and both factors together could be used to determine 35% of dependent variables with statistical significance.

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Kunapatarawong, Rasi. "Murrah Dairy: Thailand's first and only buffalo milk producer." Emerald Emerging Markets Case Studies 5, no. 7 (November 17, 2015): 1–20. http://dx.doi.org/10.1108/eemcs-12-2014-0303.

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Subject area Murrah Dairy Company Limited (Murrah Dairy) is a strategy and management case related to entrepreneurship, with a focus on marketing, expansion, strategy and management of a family-run small and medium enterprise (SME). Study level/applicability The case is suitable for senior undergraduate and/or graduate MBA strategic management, entrepreneurship and marketing courses. Case overview The case is about Murrah Dairy, Thailand's first and only buffalo dairy producer. The company combines the concepts of regular SMEs together with community enterprises to build a business that can be used to achieve community benefits as well as private gains. With 11 years of experience, Murrah Dairy remains the first and only extensive dairy buffalo farm in Thailand. The market is growing, the brand is catching on and the company keeps expanding. Beginning with Murrah Farm in 2003, now Murrah Dairy now operates Murrah Farm, Murrah House and Mini Murrah Farm. The question now is where to go from here and what will it take to grow? Expected learning outcomes The expected learning outcomes are the increases in understanding on environment assessment (such as SWOT analysis, Porter's Five Forces, success factors), marketing strategy (product portfolio analysis, market-product analysis) and SME management, as well as abilities to propose growth strategies and marketing strategies for the firm. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

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Mahyuni, A. A. Sri, I. Nyoman Sucipta, I. Made Adnyana, and Made Sudiana Mahendra. "The consumer perception on balinese local culture-based packaging design on white oyster mushroom chips (Pleorotus ostreatus)." International journal of life sciences 3, no. 3 (December 3, 2019): 41–52. http://dx.doi.org/10.29332/ijls.v3n3.370.

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Food products competition of Micro, Small and Medium Enterprises (MSMEs) is due to the products of local businesses and imported products, both legal and illegal from China, Malaysia, Singapore, Thailand, and Japan. This is because most of the products of Micro, Small and Medium Enterprises (MSMEs) are less attractive, innovative and creative packaging. Food products are only wrapped in transparent plastic without any label or information, thus giving the impression of being less attractive. This makes Indonesian Micro, Small and Medium Enterprises (MSME) products less competitive compared to manufactured products and products from abroad. The packaging is one of the important marketing tools, not just as a wrapper. The packaging is a process related to the design and manufacture of containers or wrappers for a product. Packaging must be designed with a suitable shape and size and graphic design must be able to attract buyers. One of the graphic design elements as an attractive design of white oyster mushroom chips (Pleorotus Ostreatus) packaging as a souvenir is the use of Balinese local cultural markers in packaging design.

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Napassorn Kerdpitak, Chayanan Kerdpitak,. "Marketing Capabilities Model for Pharmaceutical Business in Thailand." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 6 (April 5, 2021): 1421–30. http://dx.doi.org/10.17762/turcomat.v12i6.2681.

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There are few studies in the past which have worked on evaluating the capability of the marketing teams as the means of generating an effective strategy in terms of competiveness in the market and creation of advantage that is held by a firm in the market. However, the aim behind conducting this research is to find an effective mechanism or formula to have better performance in the export field, internationalization success, and marketing communication mainly by analyzing the role that is played by the marketing capabilities. Moreover, the researcher has mapped the relationship which exists between the capabilities and communication with the mediating impact of competitive strategy has also been evaluated in this research paper. The population of this study was the employees of different pharmaceutical firms of Thailand, and the sample was 300 entrepreneur of pharmaceutical business. The results and findings show that the impact of marketing capabilities has been favorable to enhance the export performance of the sector. Furthermore, the findings also indicate that the mediating variable of competitive strategy also positively mediates the relationship that exists between the variables of marketing capabilities and marketing communication. This study has significant implications on MC and export performance.

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Hatchaleelaha, Somchai, and Winai Wongsurawat. "Multilevel marketing and entrepreneurship in Thailand." Journal of Research in Marketing and Entrepreneurship 18, no. 1 (July 11, 2016): 146–60. http://dx.doi.org/10.1108/jrme-04-2015-0025.

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Purpose The purpose of this research is to trace the development of a major player in the health/wellness direct sales industry in Thailand and draw lessons about growth strategies and approaches in dealing with common entrepreneurial challenges. Design/methodology/approach In preparing the case study narrative, primary data from the direct experience of the company founder were combined with secondary sources of information on the landscape of direct sales industry in Thailand. Key lessons were developed from discussion and reflection on experiences of people involved in the development of the company. Findings A multi-billion baht, direct sales business with over 100,000 members was built from the ground up in a span of one decade. Recruiting and retaining members with the right level of entrepreneurial drive is a constant challenge for the growing venture. Incorporating new technology to help manage information about members, customers and stock will play a central role in creating future growth opportunities. Research limitations/implications The research represents a single case study so generalization is naturally limited. Originality/value Direct sales entails a considerable amount of stigma, resulting in a limited number of frank and detailed analysis of such businesses and their founding entrepreneurs. This study represents an attempt to fill this gap and will hopefully stimulate more investigation into a business model that appears to be thriving in many emerging economies in Southeast Asia.

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Senapati, Mr Parthasarathi. "Marketing of small business, A case of small business in India." IOSR Journal of Business and Management 16, no. 5 (2014): 08–11. http://dx.doi.org/10.9790/487x-16550811.

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Dissertations / Theses on the topic "Small business – Thailand – Marketing"

Theingi. "The influence of marketing control and a resource-based view (RBV) on export performance of SMEs in Thailand." University of Western Australia. Marketing Discipline Group, 2008. http://theses.library.uwa.edu.au/adt-WU2008.0203.

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For the past three decades, export manufacturing has played an important role in Thailand's economic success. Among the exporters, the Small and Medium Enterprises (SMEs) have increasingly taken part. As a result, export performance at both micro and macro level has become of interest to academics, exporting firms, intermediaries and Thai government policy makers. Thus, extensive studies concerning determinants of export performance are reported in literature on export marketing. However, despite the significance of resources in implementing marketing strategies and performance, the Resource-Based View (RBV) has not been explicitly and fully explored in this literature. Moreover, the vital role of intermediary resources in export performance has been also largely ignored. Hence, the applicability of RBV should be examined to investigate the effects of firm resources and export intermediary resources on export performance. Similarly, marketing control, in spite of its importance, used by manufacturing exporters in relation to their intermediaries, has not been substantially explored. The availability of firm and export intermediary resources provides flexibility for manufacturing exporters in maintaining marketing control over their intermediaries, which in turn, influences export performance. Hence, the aim of the study is to investigate the applicability of RBV and marketing control theory in determining export performance. Moreover, in the export marketing literature, there are very few studies in developing countries, particularly in Southeast Asia: this study, therefore focusses on export performance of SMEs in an export-driven, developing economy, Thailand. During the course of its investigation, this study used the 'drop-in questionnaire' method of delivering and collecting the questionnaires in person with the purpose of enhancing responses from export managers. With respect to their individual export ventures, they were asked to provide answers regarding the availability of firm resources, their perception of the availability of export intermediary resources, and the use of marketing control mechanisms on export intermediaries. Preliminary data analysis used Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) and was followed by the development of a structural model, which was then tested with AMOS 4.0 Package. ix The results from the above analyses substantiate the empirical link between resources, firm and export intermediary resources, and strategic export performance, and also between the availability of resources and the use of marketing controls. The findings show that production and marketing capabilities (firm resources) and good relationships and cooperation with exporters (export intermediary resources) have an important direct effect on export performance. Hence, the study confirms the applicability of RBV in export literature. The results also indicate that firm's marketing capabilities, export intermediary's relationship and cooperation, and knowledge and experience, influence the use of marketing control, thereby supporting the hypotheses that the availability of firm and export intermediary resources facilitates the use of marketing control.

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Sophonthummapharn, Kittipong. "A comprehensive framework for the adoption of techno-relationship innovations : Empirical evidence from eCRM in manufacturing SMEs." Doctoral thesis, Umeå : Umeå School of Business, Umeå University, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1800.

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King, Stetson Samel Jacque's. "Marketing Strategies for Small Business Sustainability." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6052.

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The restaurant industry is the second largest employer in the United States; however, only 33% of restaurant owners sustain profits longer than the first 5 years from inception. The purpose of this multiple case study was to explore marketing strategies that owners of small business restaurants use to sustain profitability for longer than the initial 5 years. Aaker's brand equity model was the conceptual framework used to ground this study. Purposeful criterion sampling was used for the study. Participants included 3 owners of small restaurants operating in the southern United States. Data analysis involved using Yin's 5-step data analysis process to identify and code themes. Analysis included data compilation, data disassembly, data reassembly, data interpretation, and data conclusion. Three themes emerged from the analysis of data: social media, word of mouth, and brand differentiation. The implications of this study for positive social change include business development opportunities, opening resource centers for training programs, and free webinars associated with marketing and brand equity strategies. Communities, organizations, and new entrepreneurs may benefit from the increase of social resources, community economic growth, and expanded employment opportunities.

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Charoenrungsiri, Visut, and Umaporn Oonsuphab. "Multi Level Marketing products in Thailand." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9902.

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Siu, Wai Sum. "Small firm marketing : an analysis of small firm marketing approaches in Hong Kong." Thesis, Durham University, 1997. http://etheses.dur.ac.uk/1645/.

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Naknouvatim, Thidaporn, and Supatcha Tangkananan. "The effective marketing strategies for yogurt business in Bangkok, Thailand." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12462.

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Winarto, Vincentius. "Small business entrepreneurs in vertical marketing systems." Thesis, Cranfield University, 1986. http://hdl.handle.net/1826/4156.

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The objective of this study is to investigate the potential contribution of vertical marketing systems to the development of small business entrepreneurs and in particular to entrepreneurially disadvantaged groups. The following are the two major questions for this study: 1. Do vertical linkage systems serve as a pathway for the entrepreneurially disadvantaged groups, namely those with no entrepreneurial experience, from families without business background, and from indigenous ethnic groups? The modernization process in Third World countries, and in particular Indonesia, may create a widening gap between the modern and the traditional sectors. Vertical relationship systems with their unique characteristics (e. g. a symbiotic relationship between large and small business operation) may contribute towards reducing this gap through developing the entrepreneurially disadvantaged groups into business careers. 2. Do vertical relationships accomodatb, independent entrepreneurs? It is assumed that independent entrepreneurs can perform better entrepreneurial functions than those "entrepreneurs" who are constrained by external power. There are doubts whether the vertical relationship, characterized by a large firm's dominant role, can accomodate independent entrepreneurs. This study reveals that despite many problems and limitations a tight-control type of vertical marketing system can serve as a pathway for individuals from entrepreneurially disadvantaged groups to become successful modern-type entrepreneurs. The performance of these disadvantaged groups is equal to that of other different groups. Also, independent entrepreneurs exist in all the vertical marketing systems studied.

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Hubbard, Lyle John. "Small Business Restaurant Marketing Strategies for Sustainability." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4921.

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Approximately 52% of food and accommodation businesses survive 5 years or more. Small business restaurant owners face greater challenges in marketing and sustainability than larger and well-established chain restaurants. The purpose of this multiple case study was to explore the successful marketing strategies of small business restaurant owners who sustained their businesses 5 years or more. The population was small business restaurant owners in Eugene, Oregon. The conceptual framework for this study was Porter's 5 forces. Data collection included semistructured interviews with 4 business owners, and data analysis consisted of coding and thematically analyzing interview data and data collected from the business and marketing documents of research participants. Five themes emerged: adherence to fundamental restaurant marketing principles; migration of restaurant promotions to websites and social media; innovation and flexibility in marketing; diner loyalty, reputation, and relationship marketing; and marketing evolution from hospitality experience. Each research participant emphasized the importance of food and service quality, flexibility in marketing, budgeting, and relationships with diners as marketing strategies for sustainability. Each restaurateur recognized the prohibitive costs of traditional television, radio, and print marketing and disclosed how social media and word of mouth were effective promotional channels with minimal costs. Findings may be used by small business restaurateurs to increase opportunities for duplicable and predictable sustainability and to increase revenues, job growth, and funds for environmental and philanthropic programs.

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Pongpattrachai, Dichapong. "The Model of IT Infusion in Small Audit Firms in Thailand." Thesis, University of Canterbury. Accounting and Information Systems, 2010. http://hdl.handle.net/10092/3505.

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For decades, organizations have used information technology (IT) to support their operational and managerial work. However, the use of IT varies considerably from one firm to another. Successful IT implementation occurs when IT is diffused to all organizational members and is used to the fullest potential (infusion). Prior studies tested several IT infusion enablers. However, they did not yield statistically significant results. These studies hypothesized IT diffusion enablers as IT infusion enablers. The lack of existing literature on IT infusion made theory-testing research rarely yield a reasonable result. In addition, the definitions and measures of IT infusion offered by existing literature are not validated. This study aims to identify factors that contribute to the different levels of IT infusion in the context of spreadsheet use in small audit firms and to offer a definition and measure of IT infusion. While prior studies have discussed several enablers of IT infusion, they have typically proposed enablers of IT diffusion rather than IT infusion. IT infusion is defined in this study as the use of IT to its fullest potential within a particular industry. Three aspects of infusion were identified in the prior literature. First, IT infusion refers to IT use within and across different business processes (extended use). For example, spreadsheets can be used to help auditors plan an audit, analyze data, and later create an audit report. Second, IT infusion refers to IT use in ways that establish the work-flow linkages within the work process (integrative use). For example, spreadsheets can be used to record data and the data is carried over for analysis and reporting. Third, IT infusion refers to IT use in tasks that could not be performed without IT (emergent use). For example, spreadsheets can be used to perform statistical analysis which cannot be done manually. The mixed methods research approach was chosen in order to provide a better understanding of the under-researched area of infusion. Use of theory-building approach from cases is likely to produce theory that is accurate and testable. Case studies are used for identifying IT enablers in real business settings. Quantitative data is collected using the survey questionnaire approach. In the first phase, a series of case studies were used to explore the concept of IT infusion in the audit context. All seven case firms were independent audit firms in Thailand with less than 100 employees. The firms helped identify a number of enablers of spreadsheet infusion. This study found infrastructure flexibility and training to be critical infusion enablers at an early implementation stage. At later stages, an IT champion, certain psychological factors, and social networks were found to be more important. The new measure was proven to incorporate all important IT infusion dimensions and to yield a reasonable range of scores enabling a complex statistical analysis. The study also used a questionnaire survey to gather data on spreadsheet infusion from 203 audit firms in Thailand. Partial least squares (PLS) regression was used to test a research model that was based on the earlier case studies. The analysis confirmed the relationships among IT infusion enablers and the three pathways of use which formed the concept of IT infusion. Task variety, an IT champion, and routinization were found to be directly related to IT infusion. Infrastructure flexibility, social networks, and management support were also found to contribute to IT infusion through other enablers. It is recommended that future studies use the concept of task complexity when examining IT infusion. In addition, future studies should extend investigations on psychological factors of individuals that may affect organizational IT infusion.

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Janrattana, Jirasak. "How can Small and Medium Enterprise retail business in Thailand successfully compete through Business Model Innovation?" Thesis, University of Manchester, 2017. https://www.research.manchester.ac.uk/portal/en/theses/how-can-small-and-medium-enterprise-retail-business-in-thailand-successfully-compete-through-business-model-innovation(4bf8547d-7a76-49ee-9776-e9ed7dbf0c39).html.

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Small and Medium Enterprise (SME) retail businesses in many countries, including Thailand, are facing challenges of high competition, as modern retail formats have grown rapidly in many Asian countries such as Singapore, Taiwan, China and Thailand (Howard, 2009). Thus, SME retail Businesses are facing an "innovate or die" situation, as non-adapting retail firms have always been and will continue to be driven out of the business (Evans, 2011). A new critical capability of retail business is the ability to configure and reconfigure its processes into a coherent blueprint - known in other words as a Business Model (Sorescu et al., 2011). The research question becomes "How can SME retail Business in Thailand successfully compete through Business Model Innovation?" Business Model Innovation requires system wide changes, since modifying one component always has network effects on other components (Tikkanen et al., 2005). There is no fixed method or successful formula that all companies will adopt; therefore disciplined experimentation and adaptation is recommended (Berman, 2011; Chesbrough, 2010; McGrath, 2010; Mitchell et al., 2003; Teece, 2010). However, most past studies on innovation are about large companies (Tim, 2004) and not many articles cover empirical studies on Business Model Innovation. In particular, few studies address the dynamic view (Demil and Lecocq, 2010; Svejenova et al., 2010; Sosna et al., 2010).This research focuses on the implementation of Business Model Innovation within SME retail business. The research uses a methodology called Action Research, and was conducted within the researcher's organization, which is a SME retail business in Thailand. This overcomes the practical challenges of studying SME business, which is related to limited opportunity to conduct empirical research. The study was conducted over the 4 year period from October 2010 to August 2014 by implementing Business Model Innovation in order to exploit opportunities in rural areas. Business Model concepts were employed as sources of innovation and units of analysis. Action Research consists of multiple cycles of changes and adaptation. It was found that Business Model concepts can be represented at different levels of abstraction from reality. At a high level of abstraction, the Business Model Canvas helps to understand the overview of the firm's business logic in a broad way, and provide ideas about what can be adapted. At the operational level, the Retailing Business Model provides a structural approach to the conceptualisation, planning and implementation of activities that support high level changes. In all, Business Model Innovation can be conceptualised as an ongoing learning process similar to the iterative cycles of Action research. These cycles consist of constructing actions, planning, taking actions and evaluating actions. The Business Model concepts at different levels of abstraction can be used for understanding and planning, as well as to capture learning experiences, both on the high level and on the operational level. Therefore, Business Model Innovation is a dynamic process where changes and learning happen continuously. Such a process enables SME retail businesses to improve their understanding of their Business Model and thus improve their chances of success?

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Books on the topic "Small business – Thailand – Marketing"

Chaston, Ian. Small Business Marketing. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-32601-0.

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Sherriff, Neville. Marketing your small business. Johannesburg: Delta Books, 1995.

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Watts, Peter. Marketing your small business. 2nd ed. Croydon, Victoria: Eastern House, 1997.

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Frey, David. The ultimate marketing resource for small business: The small business marketing bible. Webster, TX: Marketing Best Practices, Inc., 2004.

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Hornor, Jody. Power marketing for small business. Grants Pass, Or: Oasis Press/PSI Research, 1993.

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Marketing for a small business. [Edmonton]: Alberta Economic Development and Trade, Small Business Division, 1987.

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The small business marketing handbook. London: Cassell, 1998.

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Hornor, Jody. Power marketing for small business. 2nd ed. Central Point, OR: Oasis Press/PSI Research, 2000.

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Schenck, Barbara Findlay. Small Business Marketing For Dummies. New York: John Wiley & Sons, Ltd., 2005.

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Colley, Allard. Marketing strategies for small business. [S.l.]: Quantum Theory Media, 2013.

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Book chapters on the topic "Small business – Thailand – Marketing"

Roenjun, Jitnisa, and Mark Speece. "Ethics of Customer Treatment Among Women Small Business Owners Who Follow Kuan Im in Thailand: An Abstract." In Marketing Transformation: Marketing Practice in an Ever Changing World, 123–24. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-68750-6_40.

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Dewhurst, Jim, and Paul Burns. "Marketing." In Small Business Management, 67–88. London: Palgrave Macmillan UK, 1993. http://dx.doi.org/10.1007/978-1-349-23109-6_5.

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Chaston, Ian. "Service marketing." In Small Business Marketing, 228–49. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-32601-0_12.

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Chaston, Ian. "International marketing." In Small Business Marketing, 250–69. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-32601-0_13.

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Chaston, Ian. "Marketing planning." In Small Business Marketing, 101–20. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-32601-0_6.

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Chaston, Ian. "Philosophy and process." In Small Business Marketing, 1–18. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-32601-0_1.

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Chaston, Ian. "Pricing and distribution." In Small Business Marketing, 185–207. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-32601-0_10.

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Chaston, Ian. "Information management." In Small Business Marketing, 208–27. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-32601-0_11.

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Chaston, Ian. "Difficult futures." In Small Business Marketing, 270–86. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-32601-0_14.

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Chaston, Ian. "Assessing and processing information." In Small Business Marketing, 19–41. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-32601-0_2.

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Conference papers on the topic "Small business – Thailand – Marketing"

"Guidance of Marketing Factors of Freshwater Fish Farming Entrepreneur Business Success in Nakorn Nayog Province, Thailand." In Dec. 16-17, 2016 Pattaya (Thailand). Dignified Researchers Publication, 2016. http://dx.doi.org/10.15242/dirpub.dirh1216015.

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Othman, Imran, Azman Bidin, and Hanafizan Hussain. "Facebook Marketing Strategy for Small Business in Malaysia." In 2013 International Conference on Informatics and Creative Multimedia (ICICM). IEEE, 2013. http://dx.doi.org/10.1109/icicm.2013.66.

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Edwina, Danica Elma, and Rahma Wahdiniwaty. "Analysis of Entrepreneurial Marketing Canvas on Small-Scale Business." In Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200108.012.

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Polyorat, Kawpong. "Complementary Views from Students vs. Employers in the Desired Curriculum of MBA (Marketing) in Thailand." In 2nd International Conference on Business, Management and Economics. acavent, 2019. http://dx.doi.org/10.33422/2nd.icbmeconf.2019.06.1027.

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Rungtrakulchai, Rachata, and Peeraya setthapat. "The Study of Influencer Marketing Among Generation Z in Thailand: Types of Contents, Frequency, and Platforms." In 2021 6th International Conference on Business and Industrial Research (ICBIR). IEEE, 2021. http://dx.doi.org/10.1109/icbir52339.2021.9465842.

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Dovbnya, G. E., and V. O. Pokul'. "The reasons for the demand for digital marketing in small business." In Scientific dialogue: Young scientist. ЦНК МОАН, 2020. http://dx.doi.org/10.18411/spc-22-05-2020-09.

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Bednarčík, Zdeněk. "International marketing in business practice of small and medium-sized enterprises." In 17. mezinárodní kolokvium o regionálních vědách. 17th International Colloquium on Regional sciences. Brno: Masaryk University Press, 2014. http://dx.doi.org/10.5817/cz.muni.p210-6840-2014-99.

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Cant, Michael, and Claudette van Niekerk. "Survival or ethically correct? Small business owners’ attitude towards ethical concerns." In 3rd Annual International Conference on Enterprise Marketing and Globalization. Global Science and Technology Forum, 2013. http://dx.doi.org/10.5176/2251-2098_emg13.01.

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Xie, Yan. "Analysis of the Marketing Environment and Strategy of China's Small-Displacement Automobiles." In 2013 Sixth International Conference on Business Intelligence and Financial Engineering (BIFE). IEEE, 2013. http://dx.doi.org/10.1109/bife.2013.32.

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Yu, Xiao. "Notice of Retraction: Countermeasure on Internet marketing for small and medium-sized enterprises." In 2011 International Conference on E-Business and E-Government (ICEE). IEEE, 2011. http://dx.doi.org/10.1109/icebeg.2011.5881993.

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