ความสามารถทางนวัตกรรมและความสามารถทางการตลาดที่ส่งผลต่อผลดำเนินงานของวิสาหกิจขนาดกลางและขนาดย่อม ในเขตพื้นที่จังหวัดสงขลา

Abstract

This research aimed at investigating the organizational innovativeness, which comprises of process, behavior, and strategy aspects, and the marketing capability, which consists of product development, price, distribution channel, and communication aspects, that affect the firm performance. The samples in this study were 130 small and medium enterprises in Songkhla province. Statistic tools used for analyzing the data included descriptive statistics and multiple regression analysis. The findings revealed that the organizational innovativeness, the marketing capability, and the firm performance of the small and medium enterprises (SMEs) in Songkhla province were at a high level. The organizational innovativeness and the marketing capability had a positive influence on the firm performance at 0.05 of significance level. When considering each aspect of the organizational innovativeness, it was found that process and strategy were the aspects of the organizational innovativeness that affect the firm performance, but behavior was not the aspect affecting the firm performance. Moreover, when considering each aspect of the marketing capability, it was found that distribution channel, communication, and product development were the aspects of marketing capability that affect the firm performance, but price was not the aspect affecting the firm performance. SMES in Songkhla province can apply these results for business management planning in order to achieve commercial advantages and good performance.