SUSTAINABLE GROWTH STRATEGY OF MEDIUM-SIZED ENTERPRISES IN BANGKOK AND SURROUNDING AREAS
Keywords:
Growth Strategy, Sustainable growth, Medium-sized enterprisesAbstract
The objective of this research is 1) to study the characteristics of entrepreneur’s strategic management and innovation management of entrepreneurs of medium-sized enterprise operators in Bangkok Metropolitan Region. (2) To study sustainable growth strategies of medium-sized enterprises in Bangkok Metropolitan Region. The researcher conducted a mixed media research with qualitative research method. Semi-structured interview forms was used and the qualitative research results to design quantitative questionnaire, The statistics used in research are: analysis of mean and standard deviation to test research hypothesis by using Structural Equation Modeling (SEM).
The results show that entrepreneurs focus on the characteristics of entrepreneurs in terms of learning the most and characteristics of entrepreneurs had a positive direct influence on growth strategy and had a positive indirect influence on the sustainable growth of medium-sized enterprises. Strategic management show entrepreneurs pay attention to the most organizational direction determination and strategic management of entrepreneurs had a positive direct influence on growth strategy and a positive indirect influence on the sustainable growth of medium-sized enterprises. The entrepreneurs place the greatest importance on innovative management and innovation management had a positive direct influence on growth strategy and a positive indirect influence on the sustainable growth of medium-sized enterprises. The entrepreneurs had attached great importance to marketing strategies and market share and proactive strategies (market penetration), defensive strategies (Stability Strategies and Sufficient Economic Strategies) and Innovation Strategies and Growth Strategies had a positive direct influence on sustainable growth. The sustainable growth found entrepreneurs had attach great importance to marketing or customers the most (growth) and pay attention to environmental protection (sustainability).
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