Community-based enterprise export strategy success: Thailand’s OTOP branding program

Thailand's One Tambon One Product (OTOP) branded handicraft and food export program in 2016 reached nearly US$3billion, with products coming from approximately 6,000 community-based enterprises (CBE) and small-medium enterprises (SME) countrywide. The OTOP movement is a global program, with communities in China, Malawi, South Africa, Thailand, Laos, and the Philippines. This study examined the influences of perceived quality, competitiveness, trust, and distribution satisfaction on entrepreneurial export performance strategy using the OTOP product brand. Structural equation modeling used LISREL Version 9.1 to conduct a confirmatory factor analysis and test the hypothesized inter-relationships on the variables influencing export performance strategy. Results showed that product quality, trust, distribution capability, and competitiveness are important factors influencing export performance strategy. It was also interesting to note that the majority of the 500 entrepreneurs (94.4%) either owned or worked in groups that had 50 or less employees.


Issue Date:
2017-2017-2017
Publication Type:
Journal Article
ISSN:
1804-1205
Language:
English
Published in:
Business and Economic Horizons (BEH), Volume 13, Issue 3
Page range:
368-382
JEL Codes:
E26; F23; J21; J47; L19; L26




 Record created 2017-11-06, last modified 2017-11-06

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