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The Impact of Entrepreneurial Orientation on New Product Performance in Food and Beverage Businesses in Mahasarakham Province, Northeast Region of Thailand |
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| รหัสดีโอไอ | |
| Title | The Impact of Entrepreneurial Orientation on New Product Performance in Food and Beverage Businesses in Mahasarakham Province, Northeast Region of Thailand |
| Creator | Niramarn Ngammoh |
| Contributor | Sutana Boonlua |
| Publisher | คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร มหาวิทยาลัยนเรศวร |
| Publication Year | 2561 |
| Keyword | Entrepreneurial Orientation, New Product Performance, Customer Orientation, Food and Beverage Business |
| Abstract | The purpose of this research is to empirically investigate the effects of entrepreneurial orientation (EO) factors on new product performance (NPP) in food and beverage businesses in Mahasarakham province, northeast region of Thailand. The data were derived from a field survey of 64 managers/owner from food and beverage businesses in Mahasarakham province. The ordinary least square ( OLS) regression analysis is conducted to examine all hypothesized relationships among variables. The results indicate that all four dimensions of entrepreneurial orientation (EO) which are innovativeness, proactiveness, risk-taking, and competitive aggressiveness positively affect new product performance (NPP). Consequently, firms should consistently begin and develop new products for business survival. New products not only increase the firm's survival rate but also enhance competitive advantage to the firms. In addition, the future research should be comparing the efficiency of entrepreneurial orientation and/ or comparative other business sectors to verify the generalizability of the results, increase the level of reliable results, and expand the usefulness of the results. |
| Language | ENG |
| URL Website | http://www.bec.nu.ac.th/becic2018/ |
| Website title | BECIC2018 |
