The Impact of Knowledge Management, Marketing Mix, and Strategic Management on the Performance of Retail SMEs in Bangkok
Article Sidebar
Main Article Content
Abstract
This article aimed to study (1) the relationship between knowledge management and the performance of SMEs, (2) analyze the influence of marketing mix on SMEs performance, (3) evaluate the impact of strategic management on SMEs competitiveness, and (4) develop a structural equation model explaining the relationship of factors affecting retail SMEs performance. This research employed a mixed-methods approach combining quantitative and qualitative research. Data collection instruments included questionnaires and in-depth interviews. The sample consisted of 400 entrepreneurs and executives of retail SMEs in Bangkok. Data were analyzed using Structural Equation Modeling (SEM). The research results revealed that: 1) Knowledge management has an indirect influence on business performance through strategic management, with the highest impact on customer performance (R² = 0.98). 2) Marketing mix has a direct influence on knowledge management (β = 0.56) and strategic management (β = 0.40), and an indirect influence on both financial and non-financial performance measures. 3) Strategic management is a significant mediator linking knowledge management and marketing mix to business performance. 4) The developed structural equation model explains the causal relationships between the three variables and business performance. This research guides retail SME entrepreneurs to apply the 3D Interaction Model to enhance their competitive capabilities. SME support agencies may consider using it as a framework for retail business development.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in articles in the Journal of Arts of Management It is the responsibility of the author of the article. and does not constitute the view and responsibility of the editorial team I agree that the article is copyright of the Arts and Management Journal.
References
Arbuckle, J. L. (2019). Amos 26.0 user's guide. IBM SPSS.
Avakiat, S., & Roopsuwankun, P. (2023). Business innovation factors affecting the performance of small and medium enterprises in service business sectors in Bangkok and the central region of Thailand. APHEIT International Journal of Interdisciplinary Social Sciences and Technology, 12(1), 1-9.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Bubpha, T., Tabhiranrak, T., & Tammasaneh, S. (2023). Success factors of franchise business in Bangkok metropolitan region and vicinity in the new normal era. RMUTT Global Business and Economics Review, 18(2), 118-135. https://doi.org/10.60101/rmuttgber.2023.269434
Chaithanapat, P., Punnakitikashem, P., Oo, N. C. K. K., & Rakthin, S. (2022). Relationships among knowledge-oriented leadership, customer knowledge management, innovation quality and firm performance in SMEs. Journal of Innovation & Knowledge, 7(1), 1-10.
https://doi.org/10.1016/j.jik.2022.100162
Creswell, J. W., & Creswell, J. D. (2018). Research design: qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE.
David, F. R., & David, F. R. (2017). Strategic management: a competitive advantage approach, concepts and cases (16th ed.). Pearson.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.
Krueger, R. A., & Casey, M. A. (2015). Focus groups: a practical guide for applied research (5th ed.). SAGE.
Nonaka, I., & Takeuchi, H. (1995). The knowledge-creating company: How Japanese companies create the dynamics of innovation. Oxford University Press.
Office of Small and Medium Enterprises Promotion [OSMEP]. (2024). MSME situation report 2024. Office of Small and Medium Enterprises Promotion.
Sripongpun, K., Tirasawasdichai, T., & Wongadisai, W. (2022). The impact of knowledge management of family business succession voluntary in Thailand's small and medium enterprises (SMEs). Journal of Multidisciplinary in Humanities and Social Sciences, 5(4), 1703–1723. https://so04.tci-thaijo.org/index.php/jmhs1_s/article/view/261075
Wimonsiri, W., & Dandhusit, P. (2022). Problems and obstacles of small and medium enterprise (SMEs) promotion projects in the textile and garment industry. Journal of Organizational Strategy and Competitiveness, 1(3), 66-78.
Yamane, T. (1973). Statistics: an introductory analysis (3rd ed.). Harper & Row.
Zhang, C., & U-on, V. (2024). A study on the international management strategy of small and medium enterprises in Thailand. International Journal of Economics, Finance and Management Sciences, 12(5), 329-335. https://doi.org/10.11648/j.ijefm.20241205.20
