INFLUENCE OF MARKET ORIENTATION, INNOVATIVE CAPABILITY, NETWORK CAPABILITY AND STRATEGIC AGILITY ON THE PERFORMANCE OF ORGANIZATIONS IN THE INDUSTRIAL GROUP PROCESSED FRUIT BUSINESS IN THAILAND
The popularity of dried fruits is on the rise as health-conscious consumers seek out dietary fiber and iron-rich products. Drying fruit is a value-adding method for Thai fruits, which is accepted abroad. However, Thailand's processed fruit production sector is not keeping up with market demand, resulting in increased production costs and decreased business competitiveness. This research aims to 1) Investigate the level of marketing orientation, innovative ability, networking ability, strategic agility, and organizational performance in the fruit processing industry in Thailand. 2) Study the impact of marketing orientation, innovative ability, networking ability, and strategic agility on the organizational performance of the fruit processing industry in Thailand. 3) Develop a model to determine the organizational performance of the fruit processing industry in Thailand. This study utilized both quantitative and qualitative research methods. The quantitative research involved a sample size of 400 entrepreneurs and executives in the fruit processing industry in Thailand, determined using the criterion of 20 times the observed variable. The data were collected through questionnaires and analyzed using structural equation modeling. For the qualitative research, in-depth interviews were conducted with 20 processed fruit entrepreneurs and senior executives in the processed fruit business in Thailand. The research results indicate that 1) Thailand's fruit processing industry group has a high level of marketing orientation, innovative ability, networking ability, strategic agility, and organizational performance. 2) Market orientation, innovative capabilities, networking capabilities, and strategic agility significantly affect the organizational performance of the fruit processing industry group in Thailand at the 0.05 level. 3) The researcher has created a model for the organizational performance of the fruit processing industry group called the SMIN-FP Model (S = Strategic Agility, M = Market Orientation, I = Innovative Capabilities, N = Network Capabilities, FP = Firm Performance.) Moreover, qualitative research has identified that Thai entrepreneurs in the fruit processing industry must utilize technology and product innovation to create organizational performance. In doing so, they can develop various styles, flavors, and products that meet international standards and provide the highest customer satisfaction. The findings of this research can be used as a policy to enhance the efficiency and success of the processed fruit industry in Thailand, promoting its growth in the future.
Market Orientation / Innovative Capabilities / Network Capabilities / Strategic Agility