ENTREPRENEURIAL ORIENTATION, ALLIANCE AND MARKETING SUCCESS TO THE ORGANIZATION PERFORMANCE FOR AGRICULTURAL MACHINERY

Abstract

             The research aimed 1) To study the Entrepreneurial Orientation, Alliance , Marketing Success, Organization Performance for Agricultural Machinery 2) To study the influence of the Entrepreneurial Orientation that influence the Alliance and the Marketing Success 3) To study the influence of the Alliance that influence the Organization Performance. The samples used in research is industrial entrepreneurs Agricultural Machinery in Thailand. The total number of 400 questionnaires were used in the research. The statistics based on the data analysis is the percentage, mean, standard deviation, correlation coefficient. Test the hypothesis by using statistical regression analysis. According to the study results, researchers found Entrepreneurial Orientation, Alliance, Marketing Success, Organization Performance. Overall a very good level. The hypothesis testing found that Entrepreneurial Orientation has a positive influence with the Alliance. Features of the Entrepreneurial Orientation has a positive influence with the Marketing Success. The Alliance has positive influence with the Organization Performance. The Marketing success has positive influence with the Organization Performance. The results of this research to know. The relationship of the attributes of Entrepreneurial Orientation to create a true Alliance and Marketing Success. The Alliance that influence the Organization Performance. The approach to management entrepreneurs in planning policy to develop the Entrepreneurial Orientation, Alliance, Marketing Success. This will result in the establishment of a performance at the organizational efficiency and effectiveness in the organization.