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Community-based enterprise export strategy success: Thailand’s OTOP branding program

Author

Listed:
  • Vipada Sitabutr,
  • Samart Deebhijarn

Abstract

Thailand’s One Tambon One Product (OTOP) branded handicraft and food export program in 2016 reached nearly US$3billion, with products coming from approximately 6,000 community-based enterprises (CBE) and small-medium enterprises (SME) countrywide. The OTOP movement is a global program, with communities in China, Malawi, South Africa, Thailand, Laos, and the Philippines. This study examined the influences of perceived quality, competitiveness, trust, and distribution satisfaction on entrepreneurial export performance strategy using the OTOP product brand. Structural equation modeling used LISREL Version 9.1 to conduct a confirmatory factor analysis and test the hypothesized inter-relationships on the variables influencing export performance strategy. Results showed that product quality, trust, distribution capability, and competitiveness are important factors influencing export performance strategy. It was also interesting to note that the majority of the 500 entrepreneurs (94.4%) either owned or worked in groups that had 50 or less employees.

Suggested Citation

  • 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.
    • Handle: RePEc:pdc:jrnbeh:v:13:y:2017:i:3:p:368-382
    DOI: 10.15208/beh.2017.27
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    References listed on IDEAS

    as
    1. Nguyen Thi Anh, 2013. "One Village One Product (OVOP) in Japan to One Tambon One Product (OTOP) in Thailand: Lessons for Grass Root Development in Developing Countries," Journal of Social and Development Sciences, AMH International, vol. 4(12), pages 529-537.
    2. 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.
    3. 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.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Microenterprise; OVOP; product quality; satisfaction; trust;
    All these keywords.

    JEL classification:

    • E26 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Informal Economy; Underground Economy
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • J21 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Labor Force and Employment, Size, and Structure
    • J47 - Labor and Demographic Economics - - Particular Labor Markets - - - Coercive Labor Markets
    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

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