The Innovations Influence the Creation of Added Value for Social Enterprises

Abstract

          Marketing innovations have an impact on creating added value to your business and generating significant income. Moreover, generate income and economic growth. Therefore, this research is quantitative research. Data were collected from 200 social enterprise entrepreneurs, randomly sampled in order of name list. The objectives of this research were to 1) to study the components of marketing innovations that influence the value-added creation of social enterprise businesses, and 2) to examine the consistency of marketing innovations that influence the value-added creation of businesses in order to society. Therefore, the research tool was a questionnaire used to collect data. The structure of the questionnaire consisted of 7 parts. The statistics used in the research required percentage analysis, mean, factor analysis, and the structural equation modelling analysis.
           The results showed that 1) The results of the analysis of all 9 components were more weighted than passed the specified criteria. Except for the question of improving product pricing techniques and 2) the results of the analysis found that the conceptual framework was well suited and harmonious. (Chi-square=38.92, df=18, P-value=0.002, RMSEA=0.056)
          Suggestions for product research and development at the corporate or entrepreneurial level to create added value, such as creating new modern packaging formats, developing sales promotions through social media. Create a new marketing strategy. Create marketing experiences with consumers and promote quality products to meet national standards. Including packaging that must meet the needs of consumers in each region to meet their tastes.