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Effects of Product Creativity Strategy on Marketing Performance in Fashion Businesses in Thailand
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Mayuree Manomai* Supapong Pinveha2 and Chutima Ruanguttamanun3
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2,3 Assistant Professor, Mahasarakham Business School, Mahasarakham University
Abstract
The purpose of this study was to verify the effects of product creativity strategy on marketing performance in fashion businesses in Thailand. To collect data, the survey questionnaire was distributed to 101 executives of fashion businesses in Thailand. The statistics used in this study included the multiple correlation analysis, simple regression analysis, and multiple regression analysis. The findings revealed that product creativity strategy in aspects of idea screening, marketing strategy development and product development had positive relationships with and effects on marketing performance. The results from this research indicate that executives of fashion businesses can use results as a guideline for setting product creativity strategy to respond to the needs of their customers. This will lead to effective marketing performance and then lead to sustainable competitive advantage in the future.
Keywords : Product Creativity Strategy, Marketing Performance, Fashion Businesses in Thailand
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