Marketing Strategy and Export Innovation on Export Performance of Seafood Small Business in Thailand

Abstract

The purposes of this research were to study marketing strategy and export innovation affecting export performance of small seafood business in Thailand by using a questionnaire as an instrument for collecting data from the executives of small seafood business from 255 samples. The statistics used for analyzing the collected data were multiple correlation and multiple regression analysis. The result showed that                            1) the marketing strategy in the aspects of product strategy, price strategy, place strategy and promotion strategy affected the export performance and 2) export innovation in aspects of product innovation, process innovation and behavioral innovation affected the export performance. The research results can be used as                a guideline for planning of marketing and export innovation management. The management should consider the strengths and weaknesses in the issue of export in order to be able to make the most of the strengths and to use the weaknesses to improve and to export more efficiently.