Developing outstanding community product innovations to focus on marketing with promoting the competitiveness of enterprise entrepreneurs’ community

Abstract

This research aimed to 1) analyze pathways of casual relationship influencing the development of community product innovations, 2) create development guidelines for outstanding community product innovations, and 3) evaluate the development guidelines of outstanding community product innovations for market orientation and enhancing the competitiveness of community enterprise entrepreneurs. The research sample group comprised of three groups: The first group consisted of 280 community enterprise entrepreneurs in Samut Songkhram Province, the second group was five key informants, and the last group was nine experts across three specialized groups. Research tools included questionnaires, interviews, and evaluation-based interviews. Data analysis employed structural equation modeling (SEM), percentage, mean, standard deviation, and content analysis. The findings revealed that 1) the SEM analysis showed good alignment with empirical data (Chi-square = 64.340, p-value = .235, GFI = .933, and RMSEA = .053). Community product innovation development factors positively influenced market orientation (β = .44), which, in turn, influenced competitiveness (β = .14). 2)The proposed guidelines emphasized key factors such as strategic planning, technology adoption, community members' knowledge enhancement, and resource management that created the difference and quality of products. 3) Expert evaluations indicated that the guidelines' feasibility, appropriateness, and usefulness were rated at the highest level, with an average score of 4.36 (S.D. = .547), reflecting their potential for practical application.