ศักยภาพทางการตลาดด้านคู่แข่งขันเชิงพลวัต และผลการดำเนินงานทางการตลาด: การวิจัยเชิงประจักษ์ ธุรกิจเฟอร์นิเจอร์ในประเทศไทย

Abstract

This study investigated the influences of dynamic competitor marketing capability on marketing outcomes. In this study, ordinary least squared (OLS) regression analysis was employed to examine relationships between these variables. The sample for this study consisted of 133 furniture businesses in Thailand. The results reveal that dynamic competitor marketing capability played a significant role in determining marketing outcomes. In addition, product innovativeness had a significant and positive effect on increased market responsiveness, customer participation enhancement, and marketing effectiveness; and increased market responsiveness greatly influenced marketing effectiveness. Likewise, marketing effectiveness obviously led to marketing performance. This study has confirmed the importance of dynamic competitor marketing capability as consistent with dynamic capability theory.