BUSINESS STRATEGIES AND ENTREPRENEURIAL CHARACTERISTICS AFFECTING BUSINESS PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES (SMES) IN CERAMICS INDUSTRY, LAMPANG PROVINCE
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Abstract
Introduction: The main ceramic industry production area of Thailand is in Lampang Province, which is a source of income for ceramic entrepreneurs. However, it faces many problems. The use of business strategies and entrepreneurial characteristics can help determine the direction and operational guidelines for the business to be successful and adapt to market demands. Objectives: 1.To study the business strategies and Entrepreneurial characteristics of entrepreneurs Affect the business performance of small and medium enterprises (SMEs) in the ceramic industry in Lampang Province and 2.To Develop business strategy models and entrepreneurial characteristics that affect the business performance of small and medium-sized enterprises (SMEs) in the ceramic industry in Lampang Province. Methods: A quantitative research design was used. The population and sample consisted of 133 registered entrepreneurs of small and medium-sized enterprises (SMEs). Data were collected by distributing questionnaires in person and online. Data were analyzed using multiple regression. Results: Business strategies and entrepreneurial characteristics had significant statistically significant effects on the business performance of SMEs in ceramic factories in Lampang Province at a statistically significant level of 0.05. Business strategies, namely, differentiation strategy, niche target strategy, customer relationship strategy, and innovation strategy, had significant effects on the business performance of SMEs in ceramic factories in Lampang Province. As for entrepreneurial characteristics, namely, knowledge, ability, and a desire for knowledge, the need for achievement, and self-confidence, had significant statistically significant effects on the business performance of SMEs in ceramic factories in Lampang Province. The results of this study will serve as a guideline for applying business strategy factors and entrepreneurial characteristics to business operations to achieve the set goals Conclusion : The research presents the following predictive equation : Y = 0.100+0.370X1c+0.306X2e+0.244X1b+0.238 X2d +0.094X1e -0.109 X2c -0.286 X1d
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