Factors influencing the competitive advantage of OTOP product entrepreneurs in Ratchaburi Province
Keywords:
Competitive advantage, Entrepreneur, OTOP productsAbstract
This research aimed to study the level of competitive advantage, fundamental resource factors, innovative knowledge management, and operational factors of OTOP entrepreneurs in Ratchaburi Province. It also sought to examine the consistency of the structural equation model of factors influencing their competitive advantage. The sample population consisted of 123 individuals, and the research tools included questionnaires. Descriptive statistics such as mean, standard deviation, and Structural Equation Modeling (SEM) were used to analyze the data.
The results indicated that: 1) the levels of opinion on fundamental resource factors, innovative knowledge management, operational factors, and competitive advantage factors were very high. and 2) the structural equation model consistency test revealed that three variables-fundamental resource factors, innovative knowledge management, and operational factors-significantly influenced the competitive advantage of OTOP entrepreneurs in Ratchaburi Province at the 0.01 level. The findings can serve as a development plan for OTOP entrepreneurs and provide supplementary information to government agencies in formulating policies to strengthen grassroots businesses at the community level for global integration.
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