Relationships between New Product Development Capabilities and Marketing Success of Beverage industry in Thailand

Abstract

The purpose of this study was to verify the relationships between the new product development capabilities and marketing success in beverage business in Thailand. This study applied questionnaire as a tool to collect data from 248 marketing executives from beverage industry in Thailand. Data analysis tools utilized in this study included (ANOVA and MANOVA), multiple correlation analysis, and multiple regression analysis. The results represented that the new product development capabilities Innovation Product Planning and Product Development had positive relationships with marketing success and had positive effects on marketing success. Therefore, marketing executives of beverage business in Thailand should promote the design and development of new products on modern design as well as promote the creation process. Moreover, they should develop the original product to have a modern style according to the technology that changes rapidly. They also need to support the creation of product strategy, price, location and marketing promotion in order to attract the attentions of consumers to get the greatest satisfaction on marketing success in future.