VALUE CHAIN MANAGEMENT AND INNOVATION MANAGEMENT AS DYNAMIC CAPABILITIES FOR COMPETITIVE ADVANTAGE IN THE ORCHID INDUSTRY
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This study aims to examine the effects of value chain management and innovation management on the competitive advantage of the Thai orchid industry, and to analyze the mediating role of innovation management in linking value chain management to competitive advantage. A quantitative explanatory research design was employed. Data were collected using a structured questionnaire developed from a comprehensive literature review and grounded in the dynamic capability’s framework, utilizing a five-point Likert scale. The instrument was validated for content validity by five experts and tested for reliability, including a pilot study with 30 respondents prior to full-scale data collection. The final sample comprised 400 respondents selected through purposive sampling from key stakeholders with significant decision-making roles in value chain and innovation management within the orchid industry in Nakhon Pathom Province, each having at least three years of industry experience. Data were analyzed using PLS-SEM. The results indicate that value chain management and innovation management have significant positive effects on competitive advantage, and the model explains 32.60 percent of the variance in competitive advantage (R² = 0.326). Furthermore, innovation management serves as an inconsistent mediator between value chain management and competitive advantage. These findings extend the dynamic capabilities framework beyond the traditional synergy assumption toward a structural tension perspective in the context of perishable agricultural products, thereby contributing greater theoretical refinement and offering deeper insights to the strategic management and supply chain literature.
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