Abstract
This research aims to study the levels of organizational innovation (OrgInno), Marketing Innovation (MarInno), Innovative Marketing Management (MarMan), and Thailand herbal SME/Startup Entrepreneurial Success (EntSuc), the effects of OrgInno, MarInno, and MarMan on OprSuc, including create a success model of Thailand herbal SME/Startup entrepreneurs. The sample was 360 executives of herbal SMEs/Startups in Thailand. Multi-stage random sampling used in the study consisted of stratified random sampling, based on herbal registration, and simple random sampling. The results found that OrgInno had a direct effect on MarInno, MarMan, and EntSuc. MarInno, besides, had a direct effect on MarMan and EntSuc. MarMan, moreover, has a direct effect on EntSuc. Finally, OrgInno, MarInno, and MarMan can jointly predict EntSuc. Therefore, the findings suggest that the related government agencies could use these results to organize training program on technological development and innovation for SMEs to enhance their competitiveness and increase their opportunities to access more funding sources.
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