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Original Research

EFFECT OF BUSINESS STRATEGY, BUSINESS VALUE, AND BUSINESS ANALYTICS ON FINANCIAL PERFORMANCE FOR THAI TRADITIONAL PHARMACEUTICAL BUSINESS IN THAILAND

CHAYANANKERDPITAK 1, PHUTTHIWATWAIYAWUTHTHAN 2, PIMPLOITIRASTITTAM 3, and NAPASSORNKERDPITAK 4.

Vol 17, No 06 ( 2022 )   |  DOI: 10.5281/zenodo.6767778   |   Author Affiliation: Suan Sunandha Rajabhat University, Thailand 1,2,3,4.   |   Licensing: CC 4.0   |   Pg no: 1506-1519   |   To cite: CHAYANANKERDPITAK, et al., (2022). EFFECT OF BUSINESS STRATEGY, BUSINESS VALUE, AND BUSINESS ANALYTICS ON FINANCIAL PERFORMANCE FOR THAI TRADITIONAL PHARMACEUTICAL BUSINESS IN THAILAND. 17(06), 1506–1519. https://doi.org/10.5281/zenodo.6767778   |   Published on: 27-06-2022

Abstract

As the technology has been revolutionized in this era, the importance of different types of software and their incorporation in the organizations is inevitable and it is supposed to enhance the performance of any firm that is using different kind software for its various operations. This study has been conducted so that it will find out the impact of SAAS to firm capabilities on the firm performance in the mediation of three variables named as business strategy, business value and business analytics. In order to achieve the aforementioned objective, the researcher has collected data from 430 respondents that are working in the Thai Traditional pharmaceutical companies in Thailand. Software program were used in order to analyze the collected data and it was found out that the impact of software as a support SAAS to firm capabilities on the firm performance is significant. Another important results obtained is related to the mediating variables i.e. business strategy, business value and business analytics. It has been found out that the mediating impact of all these mediating variables is significant between SAAS to firm capabilities and firm performance. In light of these results, different theoretical and practical implications and benefits have been discussed by the author.


Keywords

Three layer focus, Financial Performance, Software as a Service (SAAS) Support to Firm Capabilities