OTOP PRODUCT DEVELOPMENT STRATEGY TO INCREASE THE COMPETITIVENESS OF THE UPPER EASTERN REGION (PRACHINBURI, CHACHOENGSAO, SA KAEO)
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Abstract
The purpose of this study was to examine the roles of government policies, business context and marketing environment, entrepreneurial characteristics, integrated product development strategies, and business operation strategies affecting the competitiveness of OTOP entrepreneurs. A mixed-methods research design was employed. Quantitative data were collected from 300 OTOP entrepreneurs selected from a total population of 2,388 entrepreneurs using a questionnaire with a reliability coefficient of 0.892. Data were analyzed using descriptive statistics and multiple regression analysis. Qualitative data were obtained from 16 key informants and analyzed through content analysis to explain the factors and development approaches contributing to the sustainable enhancement of OTOP entrepreneurs’ competitiveness.The findings revealed that the five integrated factors-government policies, business context and marketing environment, entrepreneurial characteristics, product development strategies, and business operation strategies-collectively explained 56.50% of the variance in entrepreneurs’ competitiveness, with statistical significance at the .05 level. Entrepreneurial characteristics and product development strategies were identified as the most influential factors. Meanwhile, government policies and market context played dual roles as both supporting mechanisms and structural constraints. Most entrepreneurs demonstrated adaptability to changing conditions and were able to utilize digital marketing channels to expand business opportunities; however, they continued to rely primarily on price-based competition, resulting in unstable long-term competitive advantages. In addition, gaps were identified in technology adoption, innovation capacity, and strategic capabilities.Therefore, OTOP development should emphasize value creation through innovation, branding, the application of digital technologies, and the enhancement of entrepreneurial capabilities in order to strengthen competitiveness and promote long-term economic sustainability.
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