Effects of Mediated Factors Between Environment and Business Success of Micro Enterprises: A Case Study of Bakery Businesses in Bangkok

Abstract

The objectives of this study aimed to 1) direct effects of entrepreneur orientation toward entrepreneur success by focusing on marketing orientation as a mediated factor; and 2) indirect effects of entrepreneur orientation toward micro enterprises business success: a case study of bakery businesses in Bangkok by using market orientation as a mediated factor and environment as a moderated factor. The samples used in this study were 140 samples of micro enterprise entrepreneurs manufacturing bakery businesses in Bangkok. They were registered as juristic people with the Department of Business Development, Ministry of Commerce, and managed their enterprises for more than 5 years. A questionnaire was used as a research instrument and the statistics used in this study were percentage, means, standard deviation (SD), and Structural Equation Modelling program as a statistic program analysis. Results of this study revealed that 1) The direct effect of entrepreneur orientation toward the entrepreneur success using the marketing orientation as a mediated factor had the lower bound coefficient values at 0.241 and the upper bound coefficient value at 0.819. And, 2) the indirect effect of entrepreneur orientation toward entrepreneur success using the marketing orientation as a mediated factor and environment as a moderated factor had the lower bound coefficient values at 0.552-0.741 and the upper bound coefficient value at 0.780-0.990.