Community-Based Enterprise Export Strategy Success: Thailand's OTOP Branding Program

Business and Economic Horizons Pub Date : 2017-01-01 DOI:10.15208/BEH.2017.27

Vipada Sitabutr, Samart Deebhijarn

引用次数: 5

Abstract

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.

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以社区为基础的企业出口战略的成功:泰国的OTOP品牌计划

2016年，泰国的One Tambon One Product (OTOP)品牌手工艺品和食品出口计划达到近30亿美元，产品来自全国约6000家社区企业(CBE)和中小企业(SME)。OTOP运动是一个全球性的项目，在中国、马拉维、南非、泰国、老挝和菲律宾都有社区。本研究以OTOP产品品牌为研究对象，考察知觉品质、竞争力、信任与分销满意度对企业出口绩效策略的影响。结构方程建模采用LISREL Version 9.1进行验证性因子分析，对影响出口绩效策略的变量进行假设的相互关系检验。结果表明，产品质量、信任、分销能力和竞争力是影响出口绩效策略的重要因素。同样有趣的是，500名企业家中的大多数(94.4%)拥有或工作的团队人数不超过50人。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Business and Economic Horizons ECONOMICS-

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