The Strategic Management for Processed Fruit Entrepreneurs with Product Innovation to Enhance Competitive Advantages

Abstract

Aim: The objective of research to study guidelines for the strategic management for  processed fruit industry entrepreneurs with product innovation to enhance competitive advantages and develop into structural equation model .

Methodology: This research was an inductive research with mixed-methodology research by in-depth interview from 9 experts and focus group with 11 successful business for approve model and data gather from management level in the 500 of fruit entrepreneur using questionnaire, statistical tests of descriptive analysis, inferential analysis, and multivariate analysis.

Finding: The research results showed composed of 4 aspects. The most important item of each aspect are following :1) Internal Process there have plan to train employees to develop their skills and knowledge regularly, 2) Support Network there have contract farming agreement, 3) Creative Marketing there have sufficient budget is allocated for advertising and public relations and 4) Product Innovation encourage the application of newly developed products to be patented, the hypothesis test showed that the difference in manufacturing enterprise sizes revealed the overall aspects that were not significantly different at the level of 0.05.               

Conclusion: This research concluded that approach to the strategic management for processed fruit industry entrepreneurs with product innovation to enhance competitive advantages to support newly strategic management guideline that values to adaptation in the future under globalization rapid change to create sustain business opportunities. The results of the structural equation model analysis were proved through the evaluation criteria with the empirical data with the Chi-square probability of 0.074, the relative Chi-square of 1.155, the correlation index of 0.962, and the root index of the mean square of the error estimate of 0.018.