MARKING INNOVATION IN NEW PRODUCT DEVELOPMENT OF SISAKET SILK EMBROIDERY FOR COMPETITIVE ADVANTAGE IN ECONOMIC DEVELOPMENT

Abstract

          The study of Marking Innovation in New Product Development of Sisaket Silk Embroidery for Competitive Advantage in Economic Development aims to: 1) Study marketing innovations that result in competitive advantages 2) Study the components of marketing innovation that results in a competitive advantage and 3) Creating a new product for teasing Sisaket silk and giving it a competitive advantage. Research tools Collected data from a questionnaire of 400 samples and collect data from 15 interview samples.

The results of the study showed that: 1) Marketing innovation in new product development of Sisaket silk teasers found that the level of marketing innovation at a high level in terms of core competence in technology Unifying management fundamentals imaginary customer needs scientific research and excellent management level of competitive advantage at a high level in making a difference cost leadership quick response and focusing on specific parts level of new product development at a high level in terms of cost reduction Increasing the quality of distribution products and organization management 2) The causal relationship model of marketing innovation in the development of new products of Sisaket silk teasers to create competitive advantages that affect economic development according to research hypothesis It is appropriate to blend in with the information to the result variables that the model is consistent to empirically data as the statistic Chi-square (χ2) = .032, GFI = .960, CFI = .995, AGFI = .936, NFI = .980 and RMSEA = .034 and 3) the creation of new products for teasing Sisaket silk. There are components of marketing innovation in 6 areas: core competence in technology. Unifying management fundamentals scientific research Customer demand, imagination and management excellence