INNOVATIVE MARKETING AND PRODUCT DEVELOPMENT FOR ENHANCING COMMUNITY ENTERPRISE COMPETITIVENESS

Abstract

This research aimed to develop innovative marketing and product strategies for agricultural community enterprises to enhance their competitiveness in the commercial market. The objectives were to: 1) analyze internal organizational environments, stakeholder needs, and the components of integrated participation in innovation development and 2) design a practical innovation framework for marketing and product development tailored to local community contexts. The study involved 250 participants, including community leaders, agricultural entrepreneurs, trainees, and experts. Mixed methods were employed, combining qualitative and quantitative data collection through interviews, questionnaires, and evaluation forms. Instrument validation showed strong reliability and content validity (IOC = 0.85 – 0.92, Cronbach’s Alpha = 0.87 – 0.90, KR-20 = 0.82). Key findings revealed that: 1) while community enterprises demonstrate readiness to engage in innovation, they still lack structured strategies for value creation; 2) the developed framework was validated by experts as comprehensive, adaptable, and contextually relevant; and 3) its implementation led to significant improvements in participant knowledge, skills, and satisfaction. These results confirm that innovation-driven marketing and product development can sustainably enhance the competitiveness of Thai community enterprises in the modern commercial landscape.