ALTERNATIVE MARKETING STRATEGY AND MARKETING SURVIVAL: EVIDENCE FROM INSTANT FOODS AND CONVENIENCE FOODS BUSINESSES IN THAILAND

Chularat Khankaew, Phaprukbaramee Ussahawanitchakit, Saranya Raksong

Abstract


Organizational capabilities are key factors for business survival in a rapidly changing business environment. When the firms apply or adapt new marketing strategy appropriate with business changing, they will have more likely be better in marketing performance. Alternative marketing strategy is a capability of a firm, it is a crucial driver of competitive advantage, and it leads to marketing survival. This research aims to examine the relationship between each dimension of alternative marketing strategy and marketing survival. The data collection uses 162 questionnaires that send to marketing managers on instant foods and convenience foods businesses in Thailand. Regression analysis was employed to test and verify hypotheses. The results concluded that technology-based marketing implementation has positive significance on all marketing outcomes. Besides, superior business competitiveness and outstanding market acceptance have a positive effect on marketing profitability and executive satisfaction. Furthermore, this findings of study provide to contributions and recommendation for future research.

Keywords


alternative marketing strategy; spirituality marketing orientation; social business enterprise focus; buyer-seller relationship capability; customer knowledge-provided awareness, technology-based marketing implementation, new product identity

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