Factors affecting the performance of cosmetic manufacturing companies in Thailand

Abstract

This study aims to develop a conceptual framework identifying the factors that influence the business performance of cosmetic manufacturing companies in Thailand, particularly those operating under the Original Equipment Manufacturer (OEM) model. Drawing upon an extensive review of literature, the research focuses on five key variables: Organizational Leadership, Market Orientation, Innovative Management, Organizational Agility, and Business Performance. The findings reveal that Organizational Leadership, Market Orientation, and Innovative Management are significant antecedents to Organizational Agility, which in turn directly affects Business Performance. Additionally, both Organizational Leadership and Market Orientation have a direct impact on Business Performance. These insights provide a theoretical foundation for future empirical research and strategic development within the Thai cosmetic OEM sector, with implications for enhancing competitiveness, responsiveness, and sustainable growth.