New Product Creativity Strategies and Commercial Performance:        Evidence from Thai Furniture Manufacturing Businesses

Sujittra  Sangchanda; Sasithron Sangjamraschaikun

ผู้แต่ง

Sujittra Sangchanda That Phanom College, Nakhon Phanom University
Sasithron Sangjamraschaikun That Phanom College, Nakhon Phanom University

คำสำคัญ:

New Product Creativity Strategy, Product Differentiation, New Product Competitive Advantage, Customer Satisfaction, New Product Commercial Performance

บทคัดย่อ

The purpose of this research is to investigate the relationships among four dimensions of new product creativity strategies (novelty, meaningfulness, uniqueness, communicableness), product differentiation, new product competitive advantage, customer satisfaction, and new product commercial performance. A questionnaire was used to collect the data from 169 furniture manufacturing businesses in Thailand. Multiple regression analysis was used to test hypotheses. Results revealed that uniqueness was the key dimension of new product creativity strategy that had a positive effect on product differentiation, new product competitive advantage, customer satisfaction, and new product commercial performance. Likewise, new product competitive advantage and customer satisfaction had a positive influence on new product commercial performance. Furthermore, communicableness had a positive effect on new product competitive advantage, and meaningfulness had a positive impact on customer satisfaction. Notably, product differentiation was not found to be a significant determinant of new product commercial performance in this context.

เอกสารอ้างอิง

Aaker, D. A., Kumar, V., & George, D. S. (2001). Marketing Research (7 th ed.). New Jersey: Wiley.

Abidin, R. A., Yudistria, Y., & Ramli, A.H. (2025). The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics. Jurnal Ilmiah Manajemen Kesatuan, 13(2), 685-702.

https://doi:10.37641/jimkes.v13i2.2125

Alshanty, A. M. & Emeagwali, O. L. (2019). Market-sensing capability, knowledge creation and innovation: The moderating role of entrepreneurial orientation. Management Science Letters, 9(5), 727–736. https://doi: 10.5267/j.msl.2019.2.010

Al-Shboul, M. A., Al-Etan, S. M., Albahsh, R., & Al-Dalahmeh, M. (2022). Competitive sustainable strategies in the aluminum manufacturing sector. Corporate Governance and Sustainability Review, 9(3), 119–132. https://doi:10.22495/cgsrv9i3p10

Amabile, T. M. (1983). The Social Psychology of Creativity: A Componential Conceptualization. Journal of Personality and Social Psychology, 45(2), 357-376. https://doi:10.1037/0022-3514.45.2.357

Avlonitis, G. J. & Salavou, H. E. (2007). Entrepreneurial Orientation of SMEs, Product Innovativeness, and Performance. Journal of Business Research, 60(5), 566-575. https://doi:10.1016/j.jbusres.2007.01.001

Armstrong, J. S. & Overton, T. S. (1977). Estimating nonresponse bias in mail surveys. Journal of Marketing Research, 14(3), 396–402. https://doi:10.1177/002224377701400320

Azmi, E., Che Rose, R. A., Awang, A., & Abas, A. (2023). Innovative and Competitive: A Systematic Literature Review on New Tourism Destinations and Products for Tourism Supply. Sustainability, 15(2), 1-19. https://doi:10.3390/su15021187

Barney, J. B., Wright, M., & Ketchen, D. J. (2001). The Resource-Based View of the Firm. Journal of Management, 27(6), 625-641. https://doi:10.1177/014920630102700601

Barney, J. B. (2021). Resource-based theory and the value creation framework. Journal of Management, 47(7), 1697–1717. https://doi:10.1177/0149206321995575

Chan, H. M. H. & Cho, V. W. S. (2022). An empirical study: The impact of collaborative communications on new product creativity that contributes to new product performance. Sustainability, 14(8), 4626. https://doi: 10.3390/su14084626

Coad, A., Frankish, J. S., Roberts, R. G., & Storey, D. J. (2016). Predicting new venture survival and growth: Does the fog lift? Small Business Economics, 47(1), 217–241. https://doi:10.1007/s11187-016-9713-1

Dabrowski, D. (2022). The Impact of a New Product’s Novelty and Meaningfulness on its Commercial Performance. IBIMA Business Review, 2022(2022), 1-17. https://doi:10.5171/2022.998442

Diamantopoulos, A., & Siguaw, J. A. (2000). Introducing LISREL: A guide for the uninitiated. California: SAGE Publications.

Fan, W., Liu, J., & Wu, L. (2022). Effect of e-service quality on customer engagement behavior: The mediating role of perceived value and trust. Frontiers in Psychology, 13, 965998. https://doi:10.3389/fpsyg.2022.965998

Franke, N. & Schreier, M. (2008). Product Uniqueness as a Driver of Customer Utility in Mass Customization. Marketing Letters, 19(2), 93-107. https://doi:10.1007/s11002-007-9029-7

Golder, P. N. & Mitra, D. (2018). Handbook of research on new product development. United Kingdom: Edward Elgar Publishing.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2019). Partial least squares structural equation modeling: When to use it and how to report results. The Journal of the Academy of Marketing Science, 52, 1–25. https://doi:10.1016/j.jbusres.2019.05.005

Handayani, T., Gian, M., & Kruger, N. A. (2022). The influence of product creativity on competitive advantage. Journal of Eastern European and Central Asian Research, 9(5), 741–748. https://doi:10.15549/jeecar.v9i5.1057

Homburg, C., Krohmer, H., & Workman. Jr, J. P. (1999). Strategic consensus and performance: the role of strategy type and market related dynamism. Strategic management journal, 20(4), 339-357. https://doi:10.1509/jmkg.73.5.70

Hong, J., Song, T. H., & Yoo, S. (2013). Paths to success: how do market orientation and entrepreneurship orientation produce new product success?. Journal of Product Innovation Management, 30(1), 44-55. https://doi:10.1111/j.1540-5885.2012.00985.x

Huang, M.-H., Markovitch, D., Ozturk, A., & Rust, R. T. (2024). The role of AI in customer management: A review and future research agenda. Customer Behavior Studies, 10(1), 1–25. https://doi:10.1108/JM2-01-2023-0016

Im, S. & Workman, J. P. (2004). Market Orientation, Creativity, and New Product Performancein High-Technology Firms. Journal of Marketing, 68(2), 114-132. https://doi:10.1509/jmkg.68.2.114.27788

Izogo, E. E. & Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market: Towards a conceptual model of online consumer satisfaction and loyalty. Journal of Consumer Behaviour, 17(4), 379–392. https://doi:10.1002/cb.1723

Ketprapakorn, N. & Kantabutra, S. (2022). Toward an organizational theory of sustainability culture. Sustainable Production and Consumption, 32, 638–654. https://doi:10.1016/j.spc.2022.04.007

Köseoglu, M. A. & Tugay, O. (2015). The effects of differentiation strategies on firm performance: The role of brand differentiation. Journal of Strategy and Management, 8(3), 657–673. https://doi:10.1108/JSMA-05-2014-0042

Leiblein, M. J., Reuer, J. J., & Dalsace, F. (2002). Do make or buy decisions matter? The influence of organizational governance on technological performance. Strategic Management Journal, 23(9), 817–833. https://doi:10.1002/smj.259

Luo, B., Wang, M., Rong, K., & Sun, Y. (2022). Understanding the influence of consumers’ perceived value on energy-saving product adoption. Frontiers in Psychology, 13, 640376. https://doi:10.3389/fpsyg.2022.640376

Nakata, C., Rubera, G., Im, S., Pae, J., Lee, H-J., Onzo, N., & Park, H. S. (2017). New Product Creativity Antecedents and Consequences: Evidence from South Korea, Japan, and China. Journal of Product Innovation Management, 35(6), 939-959. https://doi:10.1111/jpim.12436

Nunnally, J. C. & Bernstein, I. H. (1994) The Assessment of Reliability. Psychometric Theory, 3, 248-292.

Nurfauziah, S., Mukhsin, M., & Ganika,G. (2025). The Influence of Entrepreneurial Orientation, Market Orientation, and Innovation on Competitive Advantage. Journal of Management Small and Medium Enterprises (SMEs), 18(1), 527-539. https://doi:10.35508/jom.v18i1.18461

Obafemi, F. N., Onyebuchi, O., & Oiku, O. (2023). Corporate social responsibility and organizational performance: A theoretical review. African Business and Finance Review, 13(2), 1–15. https://doi:10.56201/ijssmr.v8.no4.2022.pg12.21

Park, J. S., Lee, S., & Kim, H. (2021). Product creativity as an identity issue: Through the eyes of new product developers. Frontiers in Psychology, 12, 646766. https://doi:10.3389/fpsyg.2021.646766

Rahmawati, N. & Pratama, A. (2022). The effect of product differentiation and service quality on consumer satisfaction. Business and Economics Journal, 15(3), 45–56. https://doi.org/10.35899/biej.v6i4.965

Robson, J. M., Chuang, F. M., Morgan, R. E., Nilay, B. P., & Di Benedetto, C. A. (2022). New Product Development Process Execution, Integration Mechanisms, Capabilities and Outcomes: Evidence from Chinese High-Technology Ventures. British Journal of Management, 34(4), 2036-2056. https://doi:10.1111/1467-8551.12686

Saeed, S. A., Mohammed, H. O., Muhamed, R. A., & Othman, R. F. (2024). The importance of product innovation in maintaining a competitive advantage Attribution-Share Alike 4.0 International CC BY-SA 4.0 Priznanje avtorstva-Deljenje pod enakimi pogoji 4.0 Mednarodna CC BY-SA 4.0. Mednarodno inovativno poslovanje - Journal of Innovative Business and Management, 16(2), 1-15.

Sangnak, D. (2025). Sustainable tourism development in Thailand: The role of agricultural tourism and government support for SMEs. Sustainable Futures, 9, 1-14. https://doi:10.1016/j.sftr.2025.100782

Sani, I. & Febrian, W.D. (2023). Marketing Analysis and Customer Satisfaction on Customer Loyalty Global Competition Era. Jurnal Perspektif Manajerial dan Kewirausahaan (JPMK), 3(2), 111-120. https://doi:10.59832/jpmk.v3i2.204

Ewa, S. D. & Mierzejewska, W. (2025). Co-creating innovations with users: A systematic literature review of project-based studies. International Journal of Project Management, 43(2), 101–120. https://doi:10.1016/j.ijproman.2024.103123

Story, V. M., Boso, N., & Cadogan, J. W. (2015). The form of relationship between firm-level product innovativeness and new product performance in developed and emerging markets. Journal of Product Innovation Management, 32(1), 45–64. https://doi:10.1111/jpim.12180

Tandon, A., Kaur, P., & Dhir, A. (2020). Consumer satisfaction and loyalty in technology-enabled services: A systematic literature review. Journal of Retailing and Consumer Services, 53, 101923. https://doi:10.1016/j.jretconser.2019.101923

Tojiri, Y. (2023). Product differentiation strategy for organizational financial performance and competitive advantage. ATESTASI: Jurnal Ilmiah Akuntansi, 6(2), 123–135. https://doi.org/10.57178/atestasi.v6i2.821

Tulung, M. & Angmalisang, S (2022). The Effect of Market Orientation and Product Creativity on Competitive Advantage at Etsuko Kitchen Tomohon. Journal of International Conference Proceeding, 5(2), 480-488. https://doi:10.32535/jicp.v5i2.1710

Wibisono, H. & Supoyo, M. (2023). Business Transformation: Exploring Dynamic Capabilities, Technological Innovation, and Competitive Advantage through the Lens of Resource-Based View in Construction Services Companies. Journal of Contemporary Administration and Management (ADMAN), 1(3), 263-270. https://doi:10.61100/adman.v1i3.93

Xu, B. (2020). A competitive resource: consumer-perceived new-product creativity. Journal of Product & Brand Management, 29(7), 999-1010. https://doi:10.1108/JPBM-10-2018-2075

Xu, B., & Chen, X. (2013). An empirical study on consumers’ view of new product creativity. Innovative Marketing, 9(1), 35–44.

Yunus, M., Ibrahim, M., & Amir, F. (2018). The Role of Customer Satisfaction and Trust as Mediation on The Influence of Service Quality and Corporate Image to Customer Loyalty. European Journal of Business and Management, 10(15), 121-129. https://doi: https://doi.org/10.1002/smj.259

Zahra, S. A., Neubaum, D. O., & Larrañeta, B. (2007). Knowledge sharing and technological capabilities: The moderating role of family involvement. Journal of Business Research, 60(10), 1070–1079.

Zuhron, A. M., Wijaya, R., & Fiandari, Y. R. (2024). Impact Of Service Quality and Location on Customer Satisfaction. Jurnal Manajemen Bisnis dan Kewirausahaan (JAMANIKA), 4(2), 172-179. https://doi.org/10.2478/emj-2020-0006