The Effect of Internationalization Strategy on Performance of Gems and Jewelry Businesses in Thailand

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The Effect of Internationalization Strategy on Performance of Gems and Jewelry Businesses in Thailand

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Tharnthip Kaeathachat^*, Sumittra JirawuttinuntandNarissara Sujchaphong³

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* Master Student, Master of Business Administration, Mahasarakham Business School, Mahasarakham University

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2 Assistant Professor, Mahasarakham Business School, Mahasarakham University

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3 Lecturer, Mahasarakham Business School, Mahasarakham University

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Abstract

The purpose of this study was to study effects of internationalization strategy on performance of gems and jewelry exporting businesses in Thailand by collecting data from 74 Thai gems and jewelry exporting businesses from marketing executives and using stratified random sampling as sampling method and a questionnaire as an instrument. The statistical techniques used for analyzing the

collected data were multiple correlation analysis and multiple regression analysis. The findings revealed that the internationalization strategy had positive relationships with and effects on performance.

As a result, internationalization strategy in the aspect of ownership and transaction cost had positive relationships with and effects on performance as a whole, Internationalization strategy in the aspect of transaction cost had positive relationships with and effects on performance in the aspects of customer perspectives. Internationalization strategy in the aspect of ownership and transaction cost had positive relationships with and effects on performance in the aspects of internal process perspectives. Last but not least, internationalization strategy in the aspect of ownership and transaction cost had positive relationships with and effects on performance in the aspect of learning and growth perspectives in gems and jewelry exporting businesses. Therefore; marketing executives of gems and jewelry exporting businesses should emphasize, focusing and supporting about organizational

internationalization strategy in order to gain better competitive advantages and to build a sustainable basis for long-term competitive success in foreign market entry.

Keywords:

Internationalization Strategy, Performance, Gems and Jewelry Exporting Businesses in Thailand

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