Authors : Busaba Auaroon; Thongchai Jattabudh; Nicknipar Boonchouy

Volume/Issue : Volume 8 - 2023, Issue 12 - December

Google Scholar : http://tinyurl.com/4wc229vc

Scribd : http://tinyurl.com/4rcj5a9j

DOI : https://doi.org/10.5281/zenodo.10430573

Abstract : This research aims to study the marketing ability of entrepreneurs in Samut Prakan Province. which consists of Product development, price, distribution channels and marketing communications and innovation capabilities that include process innovation and management innovations that affect the performance of entrepreneurs in Samut Prakan Province are qualitative research. The sample group used in this study There are 30 entrepreneurs in Samut Prakan province using content analysis techniques, a technique for analyzing data from reality. The results of the study found that marketing ability and innovation capabilities of entrepreneurs in Samut Prakan Province is at a high level, especially in terms of products and distribution channels in terms of innovation ability It was found that at a high level, both process innovation and management innovation, entrepreneurs used more technology. Employees in the organization are encouraged to learn more leading to successful operations in the organization.

Keywords : Marketing Capability; Innovation Capability; Organizational Performance; Entrepreneurship.