Defining the Framework of Competitive Advantage under Resource Compression of Thai Rubber Processing Industry : What Are They?

Abstract

The objective of this research is to study the characteristics and elements of an important variable affecting product innovation in order to create a competitive advantage of the processed rubber industry in Thailand. The study is conducted by using qualitative research as the primary method. There are In-depth interviews with ten entrepreneurs who are the executives and owners of processed rubber products providing critical data using random sampling methods. The research tool is depth interview to analyse content in order to create a general conclusion, and descriptive analysis is to make the study results complete with all-round information.

The study found that creative characteristics and organisations arise from creative process improvements for products and services that have new ways of operation. It uses knowledge of useful and valuableidea for operators at all levels with efficiency, useful skills and diverse abilities and expertise in order to improve the organisation according to the goals and strategies. There are relationships between the social and cultural systems of different internal environments, collaboration patterns in other organisation by establishing a strategic and exclusive skilled alliance with agencies or other companies. There are also production technologies for long-term quality work, sharing benefits with supply chains, making a business plan, evaluate success factors and analyse liquidity in financial management with transparency. The nature of customers depends on the needs of customers. Feedback acceptance and types of customers in the area cause product innovation by using technology in the group of natural latex mattress and pillows and concentrated latex. That brought to creative development and design of unique prototype product in new products and services in order to meet standards. It focuses on the niche market which can maintain the customer base, increase the market opportunity to survive in the high competition and evaluate the performance from sales and profits, resulting in a competitive advantage in the national and international industries.