Qualifications of Entrepreneurs, Market Orientation, Marketing Capability, And Competitive Advantage Affecting on Micro Entrepreneur Performance
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Abstract
The objectives of this research were to study: 1) the levels of performance of the micro entrepreneurs, qualifications of entrepreneurs, market orientation, marketing capability, and competitive advantage; and 2) the influences of qualifications of entrepreneurs, market orientation, marketing capability, and competitive advantage on the performance of micro entrepreneurs. This research employed a quantitative method. The research sample consisted of 400 entrepreneurs from 8 popular markets in Bangkok. The sample size was determined based on the criterion of 20 times the observed variables. They were selected via multi-stage sampling. Data were collected with the use of a questionnaire and then were analyzed with a descriptive statistics and structural equation modeling. The research findings showed that 1) the performance of micro entrepreneurs and qualifications of entrepreneurs were rated at a moderate level whereas and market orientation, marketing capability and competitive advantage were at a high level; 2) market orientation had the overall greatest influence on the performance of the micro entrepreneurs, followed by competitive advantage, qualifications of entrepreneurs and marketing capability, respectively. These research findings can be used by entrepreneurs and executives of the markets in Bangkok as well as organizations in public and private sectors in operational planning and determining marketing policies and strategies in order to enable stores or markets to maintain their popularity among their target markets and become important tourist attractions in the areas. Moreover, they also enable the consumers to have higher purchasing power which lead to better performance of the micro entrepreneurs.
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