Development of a Competitive Advantage Strategy Model for Small and Medium Enterprises in the Food Industry Sector of the Lower Central Region 2
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Abstract
This research aimed to: 1) identify the components of competitive advantage strategies, 2) develop a competitive advantage strategy model, and 3) evaluate the model for Small and Medium Enterprises (SMEs) in the food industry sector of the Lower Central Region 2. The sample consisted of 400 entrepreneurs, selected through multi-stage and simple random sampling. Statistical tools used in the research included percentages, means, standard deviations, and exploratory factor analysis.The findings revealed that: 1) there were 13 key components of competitive advantage strategies, including: Strategic Cost Management, Food Innovation and Differentiation Strategy, Pricing and Market Leadership Strategy, Integrated Distribution Channel Management, Holistic Marketing Promotion Strategy, Quick and Effective Customer Response Strategy, Niche Market Focus Strategy, Integrated Quality Management Strategy, Production Efficiency Strategies, Cost-Effective Food Innovation Strategies, Technology-Driven Efficiency and Branding Strategy, Strategic Human Resource Development, and Cutting-edge Food Innovation Strategies for Sustainability; 2) The competitive advantage strategy model was named "MIRO"; and 3) The overall evaluation of the model indicated it was highly appropriate and effective.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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