External Environment, Participation and Marketing Capability Affecting Growth of Community Enterprises
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Abstract
The purposes of this research were to study the influence and importance of the external environment, business growth, and the participation and marketing capability of community enterprises and the impact of these factors on business expansion. The research was quantitative in nature and the sampling group consisted of community enterprises in eight provinces in the upper north of Thailand. A total of 500 board members of the community enterprises were asked to complete questionnaires distributed by post. Six types of community enterprises were investigated, including producers and manufacturers of food, drinks, clothing and accessories, woven products, herbal products, and gifts. The data were analyzed using descriptive statistics i.e. percentage, average and standard deviation, and inferential statistics via Amos software analysis. The research results revealed that marketing capability was the most important factor, followed by the growth of the community enterprise, the level of participation in the enterprise, and the external environment. All these were rated as having a ‘rather high’ level of importance. The structural equation modeling of the growth of the community enterprise model showed consistency with an empirical fit (X2=4.339,X2/df=1.522, p=16,GFI=0.082,CFI=0.998, RMR=0.023 and RMSEA=0.028). The results of the analysis showed that the external environment had the most direct effect on marketing capability, followed by participation and the growth of community enterprises. Participation and marketing capability had an indirect effect on the growth of community enterprises.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นลิขสิทธิ์ของวารสารทดสอบระบบ ThaiJo2 หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรจากวารสารทดสอบระบบ ThaiJo2 ก่อนเท่านั้น
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