The Influences of the Perceived Industry Life Cycle on the Relationship between the Competitive Advantage and Export Performance: A Case Study of Thai Canned and Seafood Export Companies

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Nongnuch Boonklum
Vichayanan Rattanawiboonsom
Sukij Khorchurklang


          Competitive advantage and export performance remains an important topic of a research on export and strategic management. The primary role of exporting is not only ensuring the benefit of profitability, growth and survival of exporters, but also supporting the country’s economic stability. This research aims to study the influence of the perception of industry life cycle that affects the relationship between competitive advantage and export performance. A total of 154 Thai canned and processed seafood exporters participated in this study. The questionnaire survey was conducted collecting sample which obtained 48 respondents.
The Partial Least Square Structural Equation Modeling (PLS-SEM) method was applied to analyze the strength of the path coefficient between the three latent variables (competitive advantage, export performance, perceived industry life cycle) and a control variable (Size) with bootstrap method for hypothesis testing. The study found that competitive advantage has negative effect with export performance. However, perceived industry life cycle (PILC) plays a full mediating role in the relationship between competitive advantage and export.
          Thus, this study not only integrates competitive advantage theory and perception theory with PILC. This study also has contibutesd to filling a gap relating to the Competitive Advantage Theory with the Resource-Based View (RBV) of the firm for achieving the firm peforrmance, through the effects of PILC was on competitive advantages, especially business operators and corporate leaders regarding the management perceptions of industry life cycle on their export performance.


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