ความสามารถทางนวัตกรรม : กรณีศึกษาอุตสาหกรรมอาหารในภาคใต้ของประเทศไทย

• Main Author: ปรารถนา หลีกภัย
• Other Authors: Faculty of Commerce and Management
• Format: Technical Report
• Language: Thai
• Published: มหาวิทยาลัยสงขลานครินทร์ 2022
• Subjects: อุตสาหกรรมอาหาร นวัตกรรมทางเทคโนโลยี
• Online Access: http://kb.psu.ac.th/psukb/handle/2016/17371
• Institution: Prince of Songkhla University

The purpose of this study is to examine the level of innovativeness in food business in southern Thailand. The study also aims to identify factors that impact upon the innovativeness and thus to propose guidelines for the corresponding development. In this study, the impact of three factors on innovativeness in food business is investigated. These factors are (1) entrepreneurial orientation, (2) learning orientation and market orientation. Entrepreneurial orientation includes two minor factors, which are risk taking and proactiveness. Market orientation includes three minor factors, which are customer orientation, competitor orientation, and interfunctional coordination Learning orientation includes three minor factors, which are commitment to learning, shared vision, and open-mindedness. This study employed a mixed methods approach. The population for the quantitative method were 328 food businesses in southern Thailand as shown on the database of the Ministry of Commerce of Thailand. The sample were 250 food businesses and the simple random sampling is used. Collecting data was conducted by mailed questionnaires. A total of 78 useable responses were received reaching the response rate of 31.20%. For the qualitative method, purposive sampling is used. Data were collected through structured in-depth interviews with 8 participants being either executives or public university professors. The findings reveal high level of innovativeness. The findings also indicate that entrepreneurial orientation significantly influences market orientation and learning orientation. There has been found the significant influences of entrepreneurial orientation, market orientation and learning orientation on innovativeness. Additionally, innovativeness significantly influences organizational performance. The study suggests guidelines for the development of innovativeness in food business; that is business leaders should support internal change in organizations; and there is a need for businesses to provide sufficient resources for their staff, guide them through their work responsibilities, promote continual learning and create incentives for innovation among them. Placing the emphasis on customers' needs should also be considered important.