Antecedents of Success of Entrepreneurs of Exported Herbal Cosmetics Product in the ASEAN community
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Abstract
The objectives of this research were to study: 1) the levels. of success of the exported herbal cosmetics product entrepreneurs, management model, external environments, export resources, and competitive advantage; and 2) the factors affecting the success of the exported herbal cosmetics product entrepreneurs. This research employed a quantitative method. The research sample consisted of 340 entrepreneurs of exported herbal cosmetics products. 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 analyzed with a descriptive statistics and structural equation model. The research findings showed that: 1) the success of the exported herbal cosmetics product entrepreneurs, management model, external environments, export resources and competitive advantage were all rated at a high level. 2) export resources had the highest overall influence on the success of the exported herbal cosmetics product entrepreneurs, followed by external environments, management model and competitive advantage, respectively. These research findings are beneficial for the entrepreneurs of exported herbal cosmetics products and manufacturers and sellers of herbal cosmetics products in the country as well as the government organizations as they can be used in planning and determining policies and strategies for driving the entrepreneurs of herbal cosmetics products to be successful in their export business sustainably.
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