The Antecedents of Strategic Market-Driving Orientation: Empirical Evidence from Software Businesses in Thailand
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Abstract
การศึกษานี้มีวัตถุประสงค์เพื่อตรวจสอบอิทธิพลของตัวแปรอิสระซึ่งประกอบไปด้วยวิสัยทัศน์ทางการตลาดเพื่อการเปลี่ยนแปลงการดำเนินงาน, การมีอยู่ขององค์ความรู้ด้านการตลาดขององค์กร, การตระหนักถึงวัฒนธรรมตลาด, การเปลี่ยนแปลงทางเทคโนโลยีอย่างรวดเร็ว และ การเพิ่มขึ้นของแรงกดดันทางการตลาด ซึ่งมีอิทธิพลต่อการมุ่งเน้นการขับเคลื่อนตลาดเชิงกลยุทธ์ โดยเก็บข้อมูลจากผู้จัดการทางการตลาดหรือผู้อำนวยการทางการตลาดของธุรกิจซอฟแวร์ในประเทศไทยจำนวน 162 ราย คน และใช้การวิเคราะห์ความถดถอยในการทดสอบสมมติฐาน ผลการศึกษาพบว่าวิสัยทัศน์ทางการตลาดเพื่อการเปลี่ยนแปลงการดำเนินงาน, การมีอยู่ขององค์ความรู้ด้านการตลาดขององค์กร และการเพิ่มขึ้นของแรงกดดันทางการตลาด มีอิทธิพลเชิงบวกต่อการมุ่งเน้นการขับเคลื่อนตลาดเชิงกลยุทธ์อย่างมีนัยสำคัญทางสถิติ นอกจากนี้การศึกษาครั้งนี้ยังได้เสนอแนะแนวทางในการวิจัยในอนาคต
The purpose of this study is to examine the antecedents include marketing vision for transformational operation, marketing knowledge availability, and market pressure increase which influences on strategic market-driving orientation. To collect data, the mailed questionnaires are used for collecting data from 162 marketing directors and marketing managers of software business firms in Thailand. The Ordinary Least Squares (OLS) regression has been used for testing the hypotheses. The findings indicate that marketing vision for transformational operation, marketing knowledge availability, and market pressure increase are significantly positive influences on strategic market-driving orientation. The contributions and suggestion for future research directions also provided.
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