Transcript the innovation in marketing science provide to international market

THE INNOVATION IN MARKETING SCIENCE
PROVIDE TO INTERNATIONAL MARKET PLACE
FOR EXPORT PERFORMANCE
Mr.Sutha Pituckthanakul
DBA Marketing (Doctoral study)
Siam University
Education Background & Current Position
Education Background
• Bachelor’s degree
Mechanical Engineering (Industrial Technology) Siam University
• Master’s degree
Business Administration (International Business Management )
Siam University
• Doctor’s degree ( Doctoral study )
Doctor of Business Administration (Marketing) Siam University
Current Position
• Industrial Manager from Chaimongkol Rubber co.,ltd Bangkok
Thailand
ABSTRACT
This study reviews a framework for examining the export performance
from innovation marketing and their performance of Thai exporter in
automotive industrial. It is propose in the innovation and how it perceives
marketing environmental uncertainly can influence the innovation in
implement marketing integration. Factors include organization design,
export sales manager, market share and intensity of competition. Finally it
is propose the organization implement integration. It’s achieved an
influence innovation success.
KEYWORDS
Innovation marketing science
Export performance
Organization design
Implement integration
Introduction in study
This study review the framework of examining the export performance
from innovation marketing and their performance of Thai exporter in
automotive industrial. In case of study I found the journal of study the
innovation for implement marketing integration. I select two journal of
innovation for review the framework .The journal of innovation following:
The journal of innovation
1.Key determinants of organizational and technological innovation in UK
SMEs: an empirical study
By Rodney McAdam
School of Business, Organisation and Management,
University of Ulster, Jordanstown, Belfast, UK BT37 OQB, Ireland
E-mail: [email protected]
Corresponding author
2. Innovation and performance in Spanish manufacturing SMEs
By Howard van Auken
Iowa State University,
Ames, Iowa 50011, USA
Fax: 515-294-7112 E-mail: [email protected]
Corresponding author
Key determinants of organizational and technological
innovation in UK SMEs: an empirical study
Innovation in SMEs
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Leadership
People and culture
Product and process
Knowledge and information management
TQM and business improvement
Innovation in relation to customers and the market
Framework of The innovation model for SMEs
A survey questionnaire was developed from the exploratory research and
this model to give a fuller and more specific representation of innovation
incorporation in SMEs, as distinct from large organization models being
extrapolated to SME contexts. The current study will be used to test and
further refine this model (Figure 1).
Figure 1 The innovation model for SMEs
Innovation and performance in Spanish manufacturing SMEs
This classification of product, process, and managerial innovation is used in
this paper.
Such a study has not been completed despite the importance of innovation
in maintaining firm competitiveness in global markets and healthy country
economic importance. The findings provide a better understanding of:
– SME innovation as a key factor in improving the Spanish firm
competitiveness and performance
– The effectiveness of embracing innovation policies.
– The role of public policies that support innovative activities among the
Spanish manufacturing SMEs, policies that target better utilisation of
scarce resources for incorporating innovation and increasing
competitiveness.
Figure 2 organization effectiveness :Quinn and Rohrbugh model
Figure 3 Innovation impact on organizational effectiveness’s dimensions
Result
Marketing Management Process
•Planning
•Implementation
•Evaluation
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Analyze situation
Set goals
Select strategies and
tactics
Program
Policy
Organize
Staff
Direct
Compare performance with goals
THANK YOU
Q&A