The Intermediate Role of Competitive Advantage and Governance of Organizational Resources. Firm Age that connects Market Orientation, Innovations to the Business Performance of Health and Beauty Service Businesses in Thailand
Keywords:
Market Orientation, Innovations, Competitive Advantages, Business PerformanceAbstract
The purpose of this research is 1) to study the importance of market orientation, innovations, and competitive advantage. business Performance of health and beauty service businesses and 2) to study the influence of market orientation, innovations, and competitive advantage on business performance. This study collected data by distributing postal and online questionnaires. The sampling group 340 executives and business owners of health and beauty services. The statistics used in the research are descriptive statistics. and structural model evaluation.
The results of the study found that 1) the importance of market orientation, innovations, and competitive advantage is at a high level. the importance of resources used by organizations to create competitive advantage and business performance is at the highest level 2) Study of the influence of market orientation, innovations and the competitive advantage that has the greatest effect on business performance is market orientation, followed by competitive advantage and innovations, respectively.
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