GUIDELINES FOR PROCESSED FRUIT INDUSTRY MANAGEMENT FOR EXPORT TO SUSTAINABLE GROWTH

Abstract

Thailand's economy is based on an agricultural country. Currently a fruit exporter Processing is the second largest in ASEAN around the world. This research aims to study Guidelines for Processed Fruit industry Management for Export to Sustainable Growth Then it was developed into a structural equation model. Conduct both qualitative and quantitative research. Qualitative research was conducted by in-depth interviews with 9 experts and group discussions with 11 experts. For quantitative research, data was surveyed from 500 entrepreneurs exporting processed fruit for export using both Descriptive statistics, reference statistics, and multiple statistics. The research found that Guidelines for Processed Fruit industry Management for Export to Sustainable Growth The four components are arranged in order of importance as follows: 1) Organizational adaptation ( = 4.03) each item the most important thing is to give importance to the preparation of Big Data to be used in analysis and decision making. 2) Market focus ( = 4.00) The most important item is to position the product to meet the needs of the customer group. 3) Production innovation ( = 3.99) The most important items include patenting the production of products or production processes at the organization. came up with an idea and 4) Business alliances ( = 3.94) The most important item is opening channels for negotiations to expand trade cooperation with other countries, especially in new markets. For the hypothesis test results, it was found that small and medium sized industries with large industry Give importance to Guidelines for Processed Fruit industry Management for Export to Sustainable Growth Not significantly different at the 0.05 level. The results of the analysis of the developed structural equation model were found to meet the evaluation criteria.  It is consistent with empirical data. The chi-square probability level value was 0.054, the relative chi-square value was 1.183, the concordance index was 0.962, and the root mean square index of error estimation was 0.019.

Keywords : Processed fruit industry adaptation of Market focus Production innovation business partners