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

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Published: 4 June 2021

Last updated: 1 February 2022

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1

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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5

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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10

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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11

Kaur, Ramandeep. "Social Media Marketing and Small Business." International Journal of Trend in Scientific Research and Development Volume-3, Issue-2 (February 28, 2019): 1051–53. http://dx.doi.org/10.31142/ijtsrd21501.

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12

Haludin, Dedy Chandra, Hasrini Sari, and Budhi Prihartono. "Online Marketing Mix for Small Business." Advanced Science Letters 23, no. 11 (November 1, 2017): 10790–93. http://dx.doi.org/10.1166/asl.2017.10154.

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13

Lee, Chong Joanna S. K. "CafBijoux: A Small Business Marketing Challenge." Journal of Business Case Studies (JBCS) 2, no. 3 (July 1, 2006): 39–48. http://dx.doi.org/10.19030/jbcs.v2i3.4895.

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It was five minutes to ten oclock on Wednesday morning, April 7, 2004, and Jennifer Coleman was anxiously driving back and forth on B Street in Hayward, looking for a restaurant called CafBijoux. Jennifer had a ten oclock appointment with Julie Sanders and Mary Carter, the managers and co-owners of CafBijoux but there was no visible sign of the restaurant. After circling around several more times, Jennifer finally spotted a small sign in a window that said CafBijoux.Jennifer Coleman was a university professor of marketing and a marketing consultant in the city of Hayward, California. The Small Business Development Center (SBDC) of the university invited Jennifer to help CafBijouxs management as part of its cooperative effort with the city to provide assistance to small businesses in need of and interested in consulting services in the universitys service area. The purpose of the Jennifers meeting that morning was to go over the caf current business situation and to establish a mutual understanding about Jennifers deliverables.At 10:05 am, Jennifer walked into CafBijoux and introduced herself to Julie and Mary. Jennifer apologized for being late and indicated that she had some difficulty in finding the restaurant. Julie said, Yes, I know that we really need a store sign but we did not have enough money to get one. It would cost at least $2000. We had some customers complaining about that but we just couldnt afford it. Our business has been terrible and we were hoping that you would be able to tell us how we can improve. Jennifer replied, Thats what I am here for. But first, I need to learn as much about the caf business from you as I can. Jennifer explained that the primary goals of the meeting were for her to learn about the caf current situation and to explore the next course of action. Both Julie and Mary agreed upon the plan.

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14

Garg, Rajendar, and Kenny Chan. "Service orientation and small business marketing." Services Marketing Quarterly 15, no. 2 (1997): 131–43. http://dx.doi.org/10.1080/15332969.1997.9985278.

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Garg, Rajendar K., and Kenny K. Chan. "Service Orientation and Small Business Marketing." Journal of Professional Services Marketing 15, no. 2 (May 30, 1997): 131–43. http://dx.doi.org/10.1300/j090v15n02_10.

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16

Cameron, George R. "Small business is big business." Journal of Marketing Management 2, no. 1 (January 1986): 31–37. http://dx.doi.org/10.1080/0267257x.1986.9963998.

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17

Watson, Anna. "Small Business Growth Through Franchising." Journal of Marketing Channels 15, no. 1 (April 2008): 3–21. http://dx.doi.org/10.1080/10466690802081350.

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18

Polonsky, Michael Jay. "Small Business and Sport Sponsorship." Journal of Promotion Management 3, no. 1-2 (July 11, 1996): 121–40. http://dx.doi.org/10.1300/j057v03n01_08.

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19

Singhapakdi, Anusorn, M. Joseph Sirgy, and Dong-Jin Lee. "Is small business better than big business for marketing managers?" Journal of Business Research 63, no. 4 (April 2010): 418–23. http://dx.doi.org/10.1016/j.jbusres.2009.04.014.

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20

Frontistis, Thanassis, and Panos Apostolidis. "Forecasting Applications in Marketing and Small Business." Marketing Intelligence & Planning 5, no. 2 (February 1987): 24–29. http://dx.doi.org/10.1108/eb045749.

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21

Grünhagen, Marko, and Chandra S. Mishra. "Entrepreneurial and Small Business Marketing: An Introduction." Journal of Small Business Management 46, no. 1 (January 2008): 1–3. http://dx.doi.org/10.1111/j.1540-627x.2007.00227.x.

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22

SIU, WAI-SUM, and DAVID A. KIRBY. "MARKETING IN CHINESE SMALL BUSINESS: TENTATIVE THEORY." Journal of Enterprising Culture 03, no. 03 (September 1995): 309–42. http://dx.doi.org/10.1142/s0218495895000179.

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Much of the literature on small firm marketing has adopted the Western marketing paradigm. Though researchers such as Kindle (1982) and Waldie (1980) have pointed to the importance of using traditional cultural values in understanding Chinese marketing decisions, there is no major study of Chinese small firm marketing which adopts this approach. Siu and Kirby (1995) suggest an integrative approach — blending the process model and the contingency approach in building and advancing small firm marketing theory. Hence the marketing process model proposed by Brooksbank (1990) is adopted as the research framework for understanding the marketing activities of small firms in Hong Kong. Six broad areas relating to business philosophy, strategic analysis, marketing objectives, marketing strategy, marketing organization and marketing control are identified. The contingency model used by Brooksbank, Kirby and Wright (1992) is adopted to identify different types of performing companies. In addition, Yau's (1994) Chinese cultural value orientations are adopted to explain the likely Chinese cultural influences. Five types of value orientation are used as to provide the analytical framework, namely Man-to-nature Orientation, Man-to-himself Orientation, Relational Orientation, Time Orientation, and Personal-activity Orientation. The research results reveal that Chinese small firms in Hong Kong exhibit different marketing behaviour from their western counterparts, when compared with UK findings for example. Higher performing Chinese small firms place marketing as the leading or joint leading role in their corporate planning processes and also adopt a longer-term strategic planning approach. They also use more aggressive marketing strategies and put more emphasis on product performance and credit support. However, explicit marketing control devices appear not to be used. The influence of Chinese cultural values on the marketing activities of Chinese small firms in Hong Kong is found to be significant.

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Alford, Philip, and Stephen John Page. "Marketing technology for adoption by small business." Service Industries Journal 35, no. 11-12 (July 7, 2015): 655–69. http://dx.doi.org/10.1080/02642069.2015.1062884.

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24

Peterson, Robin T. "Improving Relationships with Small Business Buyers." Journal of Marketing Channels 13, no. 3 (April 25, 2006): 63–77. http://dx.doi.org/10.1300/j049v13n03_05.

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25

Ortiz-Buonafina, Marta. "Small Business Exporting." Journal of Global Marketing 3, no. 4 (August 27, 1990): 33–58. http://dx.doi.org/10.1300/j042v03n04_03.

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Mujahid, M., Y. Haskas, M. Hamid, I. Safar, and A. S. Arief. "Linking green marketing with performance: Environmental marketing model for small business." IOP Conference Series: Earth and Environmental Science 737, no. 1 (April 1, 2021): 012024. http://dx.doi.org/10.1088/1755-1315/737/1/012024.

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Graham, Peter G. "Small business participation in the global economy." European Journal of Marketing 33, no. 1/2 (February 1999): 88–102. http://dx.doi.org/10.1108/03090569910249184.

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Groenewald, A. C., J. J. Prinsloo, and T. G. Pelser. "Strategic Marketing Insights For Small Business Meat Retailers." International Business & Economics Research Journal (IBER) 13, no. 3 (April 28, 2014): 525. http://dx.doi.org/10.19030/iber.v13i3.8590.

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Branded meat of consistently high quality has earned a reputation worldwide as a means to increase beef consumption. The feedlot industry is the main beef producer in South Africa and falls in the category of Small Businesses. For these small business meat retailers to be successful in an industry subjected to fierce competition, it is necessary to be innovative in a market where high quality beef serves as just another commodity. This study explored the marketing efforts of meat producers in Middelburg, Mpumalanga, by drawing tangent planes between effective marketing and the knowledgeable consumer. The research approach that was used included both quantitative and qualitative research. The population consisted of consumers buying meat products at three different retailers in Middelburg, Mpumalanga. A sample of 612 was conveniently selected for the study. A total of 588 questionnaires were completed. The results of the study provide insights into the measures that influence brand equity for branded meat products. The importance to establish a link between brand variables and consumers perception regarding the importance of these variables is thus critical in the success of branded meat products. These marketing insights make a significant contribution to the competitive marketing strategies of small business meat retailers.

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RENKO, NATAA, RUICA BUTIGAN, and ANTE VULETIC. "MARKETING STRATEGY FOR SMALL BUSINESS GROWTH IN CROATIA." International Journal of Management Cases 12, no. 2 (January 1, 2010): 287–88. http://dx.doi.org/10.5848/apbj.2010.00064.

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Maritz, Alex. "Entrepreneurial Services Marketing Initiatives Facilitating Small Business Growth." Journal of Small Business & Entrepreneurship 21, no. 4 (December 2008): 493–503. http://dx.doi.org/10.1080/08276331.2008.10593437.

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Blankson, Charles, and David Stokes. "Marketing practices in the UK small business sector." Marketing Intelligence & Planning 20, no. 1 (February 2002): 49–61. http://dx.doi.org/10.1108/02634500210414774.

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Kerdpitak, Chayanan. "Factors Leading To Success Of Tourism Business In Bangkok Thailand." Journal of Applied Business Research (JABR) 33, no. 3 (April 28, 2017): 501–8. http://dx.doi.org/10.19030/jabr.v33i3.9942.

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The research on Factors Leading to the Success of a Tourism Business aims to 1) study the current condition of the tourism business 2) study the guideline for tourism business development 3) study marketing innovation and tour program arrangement and the competition strategies of the tourism business 4) study the business success of the tourism business management 5) study the influencing factors to business success of tourism business. Quantitative and qualitative researches have been applied as research methodology. The population includes tourism companies in Bangkok. The unit of analysis is a tourism organization. The simple random sampling is used to select the sample for the quantitative research. The sample used for data collection includes 339 tourism business operators and managers, and the instrument used is a questionnaire. The purposive sampling method selection is used to collect the sample for the qualitative research. The data have been collected from the tourism business operators or managers by means of in-depth interview. The data have been analyzed by using the descriptive statistics, and the path analysis has been applied for equation analysis. According to the study result, the factors of the marketing innovation, the tour program arrangement and the competition strategies influence the business success of the tourism business management by having the influential level of 42.6 percent. There are 45 main factors that can be used for the success of the business. The current condition of the tourism business is highly competitive. Marketing innovations are always applied for the competition. In addition, the tour program arrangement is significant, and it must be adjusted for the high season. The guideline used for the tourism business development includes the differentiation of the tour program arrangement, the price and the service quality, such as accommodations, vehicles, food, safety and clients’ needs.

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Simpson, Mike. "Small Business Marketing Management20033lan Chaston and Terry Mangles. Small Business Marketing Management. Basingstoke: Palgrave 2002. , ISBN: 0‐333‐98075‐1." Journal of Small Business and Enterprise Development 10, no. 2 (June 2003): 214–15. http://dx.doi.org/10.1108/jsbed.2003.10.2.214.3.

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Sangpikul, Aswin. "Marketing Ecotourism Through the Internet: A Case of Ecotourism Business in Thailand." International Journal of Hospitality & Tourism Administration 11, no. 2 (May 3, 2010): 107–37. http://dx.doi.org/10.1080/15256481003732782.

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Schlenker, Lee, and Nicholas Crocker. "Building an e‐business scenario for small business: the IBM SME Gateway project." Qualitative Market Research: An International Journal 6, no. 1 (March 2003): 7–17. http://dx.doi.org/10.1108/13522750310457339.

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Eid, Riyad, and Hatem El-Gohary. "The impact of E-marketing use on small business enterprises' marketing success." Service Industries Journal 33, no. 1 (January 2013): 31–50. http://dx.doi.org/10.1080/02642069.2011.594878.

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Tarsakoo, Penpattra, and Peerayuth Charoensukmongkol. "Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand." Journal of Asia Business Studies 14, no. 4 (December 20, 2019): 441–61. http://dx.doi.org/10.1108/jabs-07-2018-0204.

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Purpose This paper aims to explore the contribution of social media marketing capability on business performance of firms in Thailand. The conceptualization of social media marketing capability was developed using five aspects of the spanning capabilities of Day’s strategic framework. Design/methodology/approach Questionnaire data were collected from business entrepreneurs in Thailand who attended seminar and training courses (N = 364). Partial least squares structural equation modeling was used to analyze data. Findings Among five aspects of social media marketing capability, social media product development capabilities and social media marketing implementation capability were positively and significantly related to customer relationship performance and financial performance; social media marketing communication capability had a significantly positive relationship only with customer relationship performance, whereas social media planning capability was found to have a significantly positive relationship only with financial performance. However, the analysis did not find the significant relationship between social media pricing capability and the two aspects of firm performance. Research limitations/implications First, the results were obtained using cross-sectional data collection. Second, the data were collected using convenience sampling. Third, the performance variables used in the analysis are perceptual measures. Finally, the study was only conducted in Thailand context and did not lend itself to any general applicability. Practical implications This research suggests that it is important for Thai companies that rely on social media to develop marketing capabilities and learn how to incorporate social media into their marketing activities. Originality/value This study built a conceptual foundation of social media marketing capabilities based on Days strategic framework which provided a complete and comprehensive view about social media applications that can be integrated into different areas of marketing activities.

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Potjanajaruwit, Pisit. "A structural relationship between the sufficiency economy philosophy and the transport performance of small and medium-sized enterprises (SMEs) in Thailand." E3S Web of Conferences 258 (2021): 06039. http://dx.doi.org/10.1051/e3sconf/202125806039.

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The purposes of this study were; (1) to explore the application level of the Sufficiency Economy Philosophy in Small and Medium-sized Enterprises in Thailand, and (2) to explore the relationship between the Sufficiency Economy Philosophy and business performance of Small and Medium-sized Enterprises in Thailand. The assigned sample population included 395 business owners of Small and Medium-sized Enterprises in Thailand and a questionnaire was used as a tool for data collection. The statistics used in the analysis were Arithmetic Mean, Standard deviation, and the Pearson Product Moment Correlation Coefficient with defined statistical significance of .05. The study revealed that the application level of the Sufficiency Economy Philosophy to business management of Small and Medium-sized Enterprises in Thailand was at a high level. Knowledge in the Sufficiency Economy Philosophy, however, was applied at a moderate level. It was found that the relationship between the application of the Sufficiency Economy Philosophy and the business performance of Small and Medium-sized Enterprises in Thailand was a significant relationship with statistical significance of .05. For the related components; Moderation, Reasonableness, Social Immunity, Knowledge, and Virtue, each was also found relevant to the business performance of Small and Medium-sized Enterprises with statistical significance of .05.

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Silverstein, Gail. "HMO's and the Small Business Market." Journal of Hospital Marketing 5, no. 1 (January 25, 1991): 125–37. http://dx.doi.org/10.1300/j043v05n01_09.

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Rojanadilok, Thanisorn, and Viroj Daraviroj. "The Effect of Content Marketing on Decision Making of Graduate School of Business Administration in Thailand." Journal of Education and Vocational Research 9, no. 2 (April 7, 2019): 27–30. http://dx.doi.org/10.22610/jevr.v9i2(v).2795.

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This study was an investigation of undergraduate student use content marketing to decision to study in the graduate school of business administration in Chonburi, Thailand. The graduate education prepares students for research in professional program.In2019, there is a lot of connection among people through the use of information and can leverage social media marketing to enhance their programs. The performance of the workplace offers the persons who graduate in graduate education level. The educators need content marketing to decision making to study in graduate school of business administration in Thailand. This study was qualitative research by In-depth interview of 30 bachelor degreeâ€™s people which three people from each district in Chonburi, Thailand. The research has significant in the websiteâ€™s content, and facebookâ€™s content of graduate school of business administration. The factors influence to apply to study in master and doctoral degree were the graduation programs, cost of attendance, graduation degree, location of the campus, university reputation, alumni, and current students opinion to graduate school.

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Rae, David, Liz Price, Gary Bosworth, and Paul Parkinson. "Business Inspiration: Small Business Leadership in Recovery?" Industry and Higher Education 26, no. 6 (December 2012): 473–89. http://dx.doi.org/10.5367/ihe.2012.0125.

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Business Inspiration was a short, action-centred leadership and innovation development programme designed for owners and managers of smaller firms to address business survival and repositioning needs arising from the UK's economic downturn. The article examines the design and delivery of Business Inspiration and the impact of the programme on participants' learning experiences. It also assesses whether there are transferable lessons to be learned for the development of small firms in general. The article contributes new insights to the debate and the literature on owner–manager development in small firms. The authors propose that there is continuing need and demand for such learning. They examine the requirements for public-sector investment and for specific approaches and skill sets in designing, marketing and delivering effective programmes of this type.

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Wren, Brent M., James T. Simpson, and Chris Paul. "Marketing Channel Relationships among Small Businesses." International Small Business Journal: Researching Entrepreneurship 16, no. 4 (July 1998): 64–78. http://dx.doi.org/10.1177/0266242698164004.

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Zeng, Fue, Zhilin Yang, Yongqiang Li, and Kim-Shyan Fam. "Small business industrial buyers' price sensitivity: Do service quality dimensions matter in business markets?" Industrial Marketing Management 40, no. 3 (April 2011): 395–404. http://dx.doi.org/10.1016/j.indmarman.2010.08.008.

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Kerdpitak, Chayanan. "The Relationship between CRM Strategy and Customer Satisfaction in Rice Business in North-Eastern Thailand." Journal of Southwest Jiaotong University 56, no. 2 (April 30, 2021): 430–42. http://dx.doi.org/10.35741/issn.0258-2724.56.2.35.

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A combination of strategies, practices, and technologies to analyze and manage customer data and interaction throughout the customer lifecycle by the organizations is known as customer relationship management (CRM). The primary objective of CRM is to enhance customer retention, increase customer service relationships, and boost sales growth. According to the current study, CRM strategy, or the organizations involved in the rice business, directly impact customer satisfaction and business performance, particularly in North Eastern Thailand. CRM strategies, such as sales, feedback, marketing, and support, positively impact customer satisfaction and business performance. Hence, this research was carried out to investigate a fundamental factor influencing the business performance of rice production in the northeast of Thailand. The conceptual framework was developed from the competitive advantage theory of business organizations and other contemporaneous research in rice business performance. Accordingly, the study considered the importance of sales, marketing, support, feedback, and customer satisfaction employing a quantitative research approach. A questionnaire was used for data collection from 420 managers of the rice business of community enterprises in Northeastern Thailand. Finally, data were analyzed using structural equation modeling (SEM) to examine the actual rice business performance of the organizations studied through all operational links in the CRM. It is concluded that increased sales, feedback, marketing, and sales increase customer satisfaction and the concerned organizations’ business performance. The current study is an excellent contribution for the practitioners to improve their business performance.

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Julian, Craig C. "Export Marketing Performance: A Study of Thailand Firms." Journal of Small Business Management 41, no. 2 (April 2003): 213–21. http://dx.doi.org/10.1111/1540-627x.00077.

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malone, Marc. "The small business ego trap." Business Horizons 47, no. 4 (July 2004): 17–22. http://dx.doi.org/10.1016/s0007-6813(04)00044-8.

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Jocumsen, Graham. "How do small business managers make strategic marketing decisions?" European Journal of Marketing 38, no. 5/6 (May 2004): 659–74. http://dx.doi.org/10.1108/03090560410529277.

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Balfanz, Henry B., and Laura Lowe. "Measuring Small Business Customer Satisfaction." Journal of Business Case Studies (JBCS) 15, no. 1 (January 18, 2019): 1–12. http://dx.doi.org/10.19030/jbcs.v15i1.10276.

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Most family owned small businesses are so concerned about keeping the doors open on a daily basis that not a lot of time is spent on researching their customer satisfaction. As well, funds for such marketing research are often limited. Trying to keep personal bias out of such research is difficult. Thanks to the Ultimate Question/Net Promoter Score now there is a simple way to measure customer satisfaction by asking a single question. Can this work for a small dance business in mid-Michigan?

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Noyola-Medina, Adriana M., Sandra Y. Pinzón-Castro, and Gonzalo Maldonado-Guzmán. "Innovation and Digital Marketing Adoption in Mexican Small Business." Journal of Management and Sustainability 8, no. 2 (May 14, 2018): 18. http://dx.doi.org/10.5539/jms.v8n2p18.

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Today, companies are under enormous pressure to innovate (Steinhoff & Trommosdorff, 2013) due to rapid technological evolution, reduced product life cycles and globalized markets (Rovira & Tolstoy, 2016), coupled with the fact that the user is increasingly interactive with digital media, which emphasizes the fact that companies must have presence on the web to be able to cope with the current environment. The main objective of the present study is to investigate how innovation in products, processes, marketing and organization generates opportunities for efficient marketing of companies, transforming it into digital marketing. The present study was carried out in a sample of 256 companies in the state of Aguascalientes (Mexico) using the technique of structural equations modeling (SEM), where the results show positive and significant effects of the innovation on the adoption of digital marketing.

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Harris, Lisa, and Alan Rae. "Social networks: the future of marketing for small business." Journal of Business Strategy 30, no. 5 (September 4, 2009): 24–31. http://dx.doi.org/10.1108/02756660910987581.

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