IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v7y2017i1p2158244016684911.html
   My bibliography  Save this article

Thai Entrepreneur and Community-Based Enterprises’ OTOP Branded Handicraft Export Performance

Author

Listed:
  • Vipada Sitabutr
  • Paitoon Pimdee

Abstract

Thailand’s One Tambon One Product (OTOP) branded handicraft and food export program is expected in 2016 to reach nearly US$3 billion, with products coming from approximately 6,000, five-star-ranked community-based and small–medium enterprises countrywide. This study therefore examined influences of perceived quality, perceived price, trust, and satisfaction on enterprise export performance using the OTOP product brand. Structural equation modeling used LISREL Version 9.1 to conduct a confirmatory factor analysis and test the hypothesized interrelationships on the variables’ effect on export performance. The vast majority of the entrepreneurs selected by simple random sampling either owned or worked in groups that had 50 or fewer employees, which represented 472 of the survey’s 500 respondents, or 94.4%. Additional results indicated a high and positive correlation between perceived quality, perceived price, trust and satisfaction, and export performance, with the most significant factor affecting export performance being customer satisfaction. In addition, perceived quality also has a positive and direct effect on trust as well as on the exporter’s customer satisfaction. Perceived price plays a role as well and has a direct and positive impact on both customer satisfaction and a customer’s trust of the exporter. Perceived quality also affects export performance in a direct and positive way with trust having a direct and positive impact on satisfaction.

Suggested Citation

  • Vipada Sitabutr & Paitoon Pimdee, 2017. "Thai Entrepreneur and Community-Based Enterprises’ OTOP Branded Handicraft Export Performance," SAGE Open, , vol. 7(1), pages 21582440166, February.
    • Handle: RePEc:sae:sagope:v:7:y:2017:i:1:p:2158244016684911
    DOI: 10.1177/2158244016684911
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/2158244016684911
    Download Restriction: no
    File URL: https://libkey.io/10.1177/2158244016684911?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Leonidou, Leonidas C. & Katsikeas, Constantine S. & Samiee, Saeed, 2002. "Marketing strategy determinants of export performance: a meta-analysis," Journal of Business Research, Elsevier, vol. 55(1), pages 51-67, January.
    2. Warren J Bilkey, 1978. "An Attempted Integration of the Literature on the Export Behavior of Firms," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 9(1), pages 33-46, March.
    3. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    4. World Bank, 2010. "Innovation Policy : A Guide for Developing Countries," World Bank Publications - Books, The World Bank Group, number 2460.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Suthasini Bureekhampun & Chanida Maneepun, 2021. "Eco-Friendly and Community Sustainable Textile Fabric Dyeing Methods From Thai Buffalo Manure: From Pasture to Fashion Designer," SAGE Open, , vol. 11(4), pages 21582440211, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Reza sepavand & sayed najmedin mousavi & Davoud Padervand, 2015. "Study on the Effect of Affecting Factors on the Stone Export Performance in Lorestan Province," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 5(1), pages 179-193, January.
    2. Luis Filipe Lages & Sandy D. Jap, 2002. "A contingency approach to marketing mix adaptation and performance in international marketing relationships," Nova SBE Working Paper Series wp411, Universidade Nova de Lisboa, Nova School of Business and Economics.
    3. Leonidou, Leonidas C. & Katsikeas, Constantine S., 2010. "Integrative assessment of exporting research articles in business journals during the period 1960-2007," Journal of Business Research, Elsevier, vol. 63(8), pages 879-887, August.
    4. Kahiya, Eldrede T., 2018. "Five decades of research on export barriers: Review and future directions," International Business Review, Elsevier, vol. 27(6), pages 1172-1188.
    5. Xuenan Ju & Yuan Cheng & Zuohao Hu & Mengyuan Lv & Xi Chen, 2015. "Determinants and consequences of price-leadership strategy: Evidence from Chinese manufacturer exporters," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 3(2), pages 81-111, October.
    6. Lages, Luis Filipe & Silva, Graça & Styles, Chris & Pereira, Zulema Lopes, 2009. "The NEP Scale: A measure of network export performance," International Business Review, Elsevier, vol. 18(4), pages 344-356, August.
    7. Sitabutr, Vipada & Deebhijarn, Samart, 2017. "Community-based enterprise export strategy success: Thailand’s OTOP branding program," Business and Economic Horizons (BEH), Prague Development Center (PRADEC), vol. 13(3).
    8. Dimitratos, Pavlos & Plakoyiannaki, Emmanuella & Pitsoulaki, Antigoni & Tüselmann, Heinz Josef, 2010. "The global smaller firm in international entrepreneurship," International Business Review, Elsevier, vol. 19(6), pages 589-606, December.
    9. Villena Manzanares, Francisco, 2016. "El desempeño exportador en las pymes manufactureras a través de un modelo estructural basado en intangibles || The export performance in manufacturing SMEs through a structural model based on intangib," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 21(1), pages 160-187, June.
    10. Audretsch, David B. & Belitski, Maksim & Chowdhury, Farzana & Desai, Sameeksha, 2022. "CEO gender, institutional context and firm exports," International Business Review, Elsevier, vol. 31(5).
    11. Vipada Sitabutr, & Samart Deebhijarn, 2017. "Community-based enterprise export strategy success: Thailand’s OTOP branding program," Business and Economic Horizons (BEH), Prague Development Center, vol. 13(3), pages 368-382, July.
    12. Wilkinson, Timothy & Brouthers, Lance Eliot, 2006. "Trade promotion and SME export performance," International Business Review, Elsevier, vol. 15(3), pages 233-252, June.
    13. Luis Filipe Lages & Cristiana Raquel Lages & Carmen Lages, 2004. "The APEV scale: a measure of annual performance of an export venture," Nova SBE Working Paper Series wp458, Universidade Nova de Lisboa, Nova School of Business and Economics.
    14. Agnes Asemokha & Jackson Musona & Lasse Torkkeli & Sami Saarenketo, 2019. "Business model innovation and entrepreneurial orientation relationships in SMEs: Implications for international performance," Journal of International Entrepreneurship, Springer, vol. 17(3), pages 425-453, September.
    15. Luis Filipe Lages & Ana Catarina Leal, 2004. "Determinants of expected short-term export performance improvement: an empirical study of industrial exporters," Nova SBE Working Paper Series wp463, Universidade Nova de Lisboa, Nova School of Business and Economics.
    16. Kyong Ryul Koo & Sang Jin Kim & Kyung Hoon Kim, 2016. "The effects of internal marketing capability on export marketing strategy, B2B marketing mix and export performance," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(1), pages 51-65, January.
    17. Priit Tinits & Carl F. Fey, 2022. "The Effects of Timing and Order of Government Support Mechanisms for SME Exports," Management International Review, Springer, vol. 62(2), pages 285-323, April.
    18. Beleska-Spasova, Elena & Glaister, Keith W., 2013. "Intrafirm causal ambiguity in an international context," International Business Review, Elsevier, vol. 22(1), pages 32-46.
    19. Kahiya, Eldrede T., 2020. "Context in international business: Entrepreneurial internationalization from a distant small open economy," International Business Review, Elsevier, vol. 29(1).
    20. Rumintha Wickramasekera & Edward Oczkowski, 2006. "Stage models re-visited: A measure of the stage of internationalisation of a firm," Management International Review, Springer, vol. 46(1), pages 39-55, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:7:y:2017:i:1:p:2158244016684911. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.