Development to Marketing innovation to create competitive advantage in textiles and apparel in Thailand

Main Article Content

Thongchai Hemtanon

Abstract

                This study aimed to 1) study the influence of marketing innovationtoward the increasing of value to increase competitive advantage on textile andgarment businesses  2) analyze the matching of marketing innovation structure with the of increasing value to increase competitive advantage on textile and garment businesses 3) specify the marketing innovation structure and the increasing value which influenced the increasing of competitive advantage on textile and garment business.
                The finding results were as the following:
                1. The marketing innovation and increasing value showed causal relationship with statistically significant different at 0.05 (p<0.05). The positive relationship with path coefficient was at 0.810. Regarding the efficiency of  forecasting. It was found that causal relationship model related to marketing  innovation and increasing value, which influenced the increasing competitive  advantage on textile and garment businesses.
                2. Marketing innovation had causal relationship with increasing  competitive advantages. With statistically significant different at 0.05 (p<0.05) each of which had positive relationship with path coefficient at .927. In addition, the increasing value had causal relationship with the increasing competitive advantages with had path coefficient at 0.924 The efficiency of  forecasting, found that causal relationship model related to marketing innovation  and increasing value, which influenced to increasing of competitive advantage.


Article history : Accepted 27 October 2015
                              SIMILARITY INDEX = 2.08

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How to Cite
Hemtanon, T. (2018). Development to Marketing innovation to create competitive advantage in textiles and apparel in Thailand. ournal of anagement cience akhon athom ajabhat niversity, 2(2), 106-123. https://doi.org/10.14456/jmsnpru.2015.8
Section
Research Articles

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