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ISSN : 1738-3110

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Vol.19 No.8
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Role of Entrepreneurial Marketing Orientation on New Product Development Performance of Food Retailers: Michelin Guide Restaurants in Thailand

Role of Entrepreneurial Marketing Orientation on New Product Development Performance of Food Retailers: Michelin Guide Restaurants in Thailand

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2021, v.19 no.8, pp.69-80
https://doi.org/https://doi.org/10.15722/jds.19.8.202108.69
PITJATTURAT, Pongnarin (Mahasarakham Business School, Mahasarakham University)
RUANGUTTAMANUN, Chutima (Mahasarakham Business School, Mahasarakham University)
WONGKHAE, Komkrit (Mahasarakham Business School, Mahasarakham University)
PITJATTURAT, Pongnarin, RUANGUTTAMANUN, Chutima, & WONGKHAE, Komkrit. (2021). Role of Entrepreneurial Marketing Orientation on New Product Development Performance of Food Retailers: Michelin Guide Restaurants in Thailand. The Journal of Distribution Science(JDS), 19(8), 69-80, https://doi.org/https://doi.org/10.15722/jds.19.8.202108.69
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Abstract

Purpose: This study's purpose is to explore the relationship between entrepreneurial marketing orientation on new product development performance via marketing and innovation capabilities. Research design, data, and methodology: This research has applied a survey method which involved 159 respondents from food retailers among Michelin Guide Restaurants in Thailand. The literature's existing measurement scales were used to operationalize the constructs proposed in this study. The analyses were conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the hypotheses. Results: The results have shown that new product development performance received positive and direct impacts from entrepreneurial marketing orientation, particularly in three dimensions: customer value orientation, opportunity-driven initiatives, and leveraged resources. Likewise, new product development performance received a positive, indirect impact from opportunity-driven initiatives, risk management, customer value orientation, and innovation that is focused on marketing and innovation capabilities. Conclusions: The results are useful for Thai food retailers as to strategy formulation in order to attract tourists from all over the world to tourist destinations in Thailand. Therefore, this empirical study is extremely important for domestic economic development and the international economy. These findings provide theoretical and managerial contributions for developing competitive strategies which will lead to sustainable business practices, as well as for providing future research directions.

keywords
Entrepreneurial Marketing Orientation, New Product Development Performance, Food Retailers, Michelin Guide Restaurants

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