Community-based enterprise export strategy success: Thailand’s OTOP branding program

Vipada Sitabutr, and Samart Deebhijarn

Business and Economic Horizons (BEH), 2017, vol. 13, issue 3, 368-382

Abstract: Thailand’s One Tambon One Product (OTOP) branded handicraft and food export program in 2016 reached nearly US$3billion, with products coming from approximately 6,000 community-based enterprises (CBE) and small-medium enterprises (SME) countrywide. The OTOP movement is a global program, with communities in China, Malawi, South Africa, Thailand, Laos, and the Philippines. This study examined the influences of perceived quality, competitiveness, trust, and distribution satisfaction on entrepreneurial export performance strategy using the OTOP product brand. Structural equation modeling used LISREL Version 9.1 to conduct a confirmatory factor analysis and test the hypothesized inter-relationships on the variables influencing export performance strategy. Results showed that product quality, trust, distribution capability, and competitiveness are important factors influencing export performance strategy. It was also interesting to note that the majority of the 500 entrepreneurs (94.4%) either owned or worked in groups that had 50 or less employees.

Keywords: Microenterprise; OVOP; product quality; satisfaction; trust (search for similar items in EconPapers)
JEL-codes: E26 F23 J21 J47 L19 L26 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://academicpublishingplatforms.com/downloads/ ... iland_pp.368-382.pdf (application/pdf)
https://academicpublishingplatforms.com/volume.php?journal=BEH&id=3&number=27 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pdc:jrnbeh:v:13:y:2017:i:3:p:368-382

DOI: 10.15208/beh.2017.27

Access Statistics for this article

Business and Economic Horizons (BEH) is currently edited by Orifjan Namozov, Ph.D.

More articles in Business and Economic Horizons (BEH) from Prague Development Center Contact information at EDIRC.
Bibliographic data for series maintained by Jaroslav Holecek ( this e-mail address is bad, please contact ).