THE PROMOTION COMPETITIVE GUIDELINES OF GOLD JEWELRY BUSINESS KRUNG THEP MAHA NAKHON

Abstract

The objectives of this research were to: 1) study the level of organizational leadership, knowledge management, innovation, marketing strategy, and gold Jewelry business competitiveness Krung Thep Maha Nakhon; 2) examine the influence of causal factors, i.e., organizational leadership, knowledge management, innovation, marketing strategy, and gold Jewelry business competitiveness Krung Thep Maha Nakhon; and 3) propose promotion competitive guidelines of gold jewelry business Krung Thep Maha Nakhon. This research employed the mixed methods of quantitative and qualitative research methods. For quantitative research, the sample consisted of 360 entrepreneurs of gold jewelry business Krung Thep Maha Nakhon by using stratified sampling. For qualitative research, in-depth interviews were conducted with 16 key informants. The results indicated that: 1) organizational leadership, knowledge management, and innovation were at high levels, marketing strategy, and gold Jewelry business competitiveness Krung Thep Maha Nakhon were at moderate levels; 2) organizational leadership, knowledge management, innovation, and marketing strategy, collectively exerted significant effects on gold Jewelry business competitiveness Krung Thep Maha Nakhon , gold Jewelry business competitiveness yielding impact values of 0.91, 0.77, 0.64 and 0.26 respectively at a significance level of 0.01; 3) promotion competitive guidelines of gold jewelry business Krung Thep Maha Nakhon were as follows: (1) vision of entrepreneurs and clearly organizational goals for adaptation to the quickly situation change; (2) study and research of the market to identify target groups; (3) develop products to meet the needs of each target customer group; (4) using business knowledge to develop different products and unique of the company; and (5) using innovation to increase value of products different,  modern and beautiful. So that entrepreneurs must be awareness and give importance to product development to have a format consistent with the needs of target consumers.

Keyword: Organizational Leadership / Knowledge Management / Marketing Strategy / Business Competitive / Gold Jewelry Business