Guideline to Create the Competitive Advantages for Pracharat Tongchom Market Entrepreneurs
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Abstract
The purposes of research were to study the importance of the trait of leadership, the fundamental resources, the participation, the value added of the products, and the competitive advantages of Pracharat Tongchom market entrepreneurs, to examine the consistency of structural equation model of competitive advantage of Pracharat Tongchom market entrepreneurs, and to present the guideline to create the competitive advantages for Pracharat Tongchom market entrepreneurs. This research was a mixed methodology research. The sample group consisted of 330 of Pracharat Tongchom market entrepreneurs from northern region area 1 using simple random sampling. The research instrument was questionnaire. The data analysis used the structural equation modelling analysis. For qualitative research instrument used focus group discussion with the target group of 12 people using purposive sampling. The results revealed that the sample group put the trait of leadership as the first priority and followed by value added of the products, the competitive advantage, the participation, and the fundamental resources, which all factors were at the highest level. The structural equation model was consistent with the empirical data (χ2 = 107.816, df = 86, χ2/df = 1.254, GFI = .956, CFI = .995, RMSEA = .030, RMR= .007). The outcomes showed that the trait of leadership had the highest direct effect towards the participation, and followed by the fundamental resources had the direct effect towards the competitive advantages, the trait of leadership had the direct effect towards the fundamental resources, the fundamental resources had a direct effect towards the value added of the product, participation had a direct effect towards fundamental resources and the trait of leadership had a direct effect towards the value added of the products significantly at the level of.05 respectively. The guideline to create the competitive advantages were as follows: 1) there was a process for selection and development in order to acquire qualified leaders, 2) promote and support the participation of the stakeholders 3) provide the efficient management of fundamental resources, and 4) promote the production of community identity products
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