The Impact of Entrepreneurship, Marketing Capability, and Business Innovation on Soft Power Competitive Advantage in the Textile and Garment Industry in Thailand
Keywords:
Entrepreneurship, Marketing Capability, Business Innovation, Soft Power Competitive Advantage, Textile and Garment IndustryAbstract
Background and Aims: Competition in Thailand’s textile and garment industry relies on cultural value creation and innovation to showcase product uniqueness and enhance international competitiveness. This research aims to examine the influence of entrepreneurship, marketing capability, and business innovation on soft power competitive advantage in Thailand’s textile and garment industry.
Methodology: This study employs a quantitative research approach, collecting data from 655 entrepreneurs in the textile and garment industry through questionnaires. The data were analyzed using Structural Equation Modeling (SEM) to examine the causal relationships among the studied variables.
Results: The analysis results indicate that entrepreneurship significantly influences marketing capability (β = 0.744, p < 0.05) and business innovation (β = 0.728, p < 0.05). Marketing capability positively impacts soft power competitive advantage (β = 0.702, p < 0.05) and business innovation (β = 0.753, p < 0.05), while business innovation also significantly affects soft power competitive advantage (β = 0.616, p < 0.05). All research hypotheses were supported. The model demonstrated a good fit with empirical data, as indicated by the following statistical indices: chi-square = 242, df = 152, p-value = 0.176, GFI = 0.917, AGFI = 0.908, SRMR = 0.020, CFI = 0.906, NFI = 0.916, IFI = 0.904, RFI = 0.904, and RMSEA = 0.037.
Conclusion: The findings suggest that fostering entrepreneurship and marketing capability can drive business innovation, leading to soft power competitive advantage in Thailand’s textile industry. Developing innovation-driven strategies alongside the application of soft power to promote Thailand’s cultural identity will enable entrepreneurs to achieve sustainable global competitiveness. This study also provides policy recommendations to enhance the textile industry’s economic potential and create new opportunities for Thailand in the international market.
References
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