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Sustainable Micro, Small, and Medium Enterprises: A Developed Model of Entrepreneurial Marketing Behaviors for Thailand’s MSMEs

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  • Liou-Yuan Li

    (Department of International Business Administration, Rajamangala University of Technology Thanyaburi, Pathum Thani 12110, Thailand)

  • Ahmad Mujafar Syah

    (Department of Tourism, Hospitality and Event Management, The University of Florida, Gainesville, FL 32607, USA)

  • Muhammad Syukur

    (Department of Accounting, School of Management, Mae Fah Luang University, Chiang Rai 57100, Thailand)

  • Rachatawan Limkanchanapa

    (Department of Event, Hotel, and Tourism Management, Naresuan University International College, Phitsanulok 65000, Thailand)

  • Chamaiporn Srisurat

    (Department of Event, Hotel, and Tourism Management, Naresuan University International College, Phitsanulok 65000, Thailand)

Abstract

The main objective of this study is to propose a developed model of entrepreneurial marketing behaviors for sustainable micro, small, and medium enterprises (MSMEs) in Thailand. This study aims to contribute to the existing literature on sustainable business practices and entrepreneurial marketing behaviors after a disaster by providing a framework that can be used for future research in this area, particularly after economic turbulence. The research method used in this study is quantitative. The study was conducted in Bangkok, Thailand. Primary data were collected from respondents via a questionnaire using a non-probability sampling approach (purposive sampling). A total of 511 out of 600 issued online and paper surveys were successfully returned, constituting an 85% response rate. The primary data were acquired from first-hand sources of Thai MSMEs’ business owners and managers. The hypothesis testing of this study proves that entrepreneurial marketing behaviors could influence business rebound during the COVID period. The study also concludes that business resilience practices mediate or carry the influence of entrepreneurial marketing behaviors on the business rebound.

Suggested Citation

  • Liou-Yuan Li & Ahmad Mujafar Syah & Muhammad Syukur & Rachatawan Limkanchanapa & Chamaiporn Srisurat, 2023. "Sustainable Micro, Small, and Medium Enterprises: A Developed Model of Entrepreneurial Marketing Behaviors for Thailand’s MSMEs," Sustainability, MDPI, vol. 15(17), pages 1-18, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:17:p:13135-:d:1230261
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    References listed on IDEAS

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