Dynamic Capabilities and Mass Customization Strategy Influencing on Competitive Advantage

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Published: Mar 22, 2016
Keywords:
Dynamic Capabilities Mass Customization Strategy Competitive Advantage

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Pairoj Piyawongwathana
Arunrat Chinnaworn
Natthaprapha Nummaung

Abstract

The primary objective of this research is to test the relationship between competitive advantage and Mass Customization Strategy. Additionally, in this investigation, these three capabilities are linked to the opportunity search information stock and the resource reconfiguring. The goal of this study is to obtain empirical data to validate the dynamic capabilities paradigm. The researcher focused on the organizational tourist business, a sector of the service economy. Copies of a questionnaire were sent to the managers of 461 tourist business  in hua-hin and cha-am, of the 389 responses, most of them emanated from lodging business. The questionnaire had been systematically evaluated in terms of content validity and reliability. The Structural Equation Model (SEM) was used to determine causal relationships between the independent and dependent variables. Based on statistical analysis, the derived indices were confirmatory of relationships between the measurement model and the structural model.According to the findings, source of competitive advantage is dynamic capabilities, Future research should focus on the question of external validity so as to ascertain whether the applicability of dynamic capabilities can be extended to other sectors of the service economy, as well as to manufacturing industry.

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How to Cite
Piyawongwathana, P., Chinnaworn, A., & Nummaung, N. (2016). Dynamic Capabilities and Mass Customization Strategy Influencing on Competitive Advantage. WMS Journal of Management, 3(2), 31–44. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/52766
Issue
Vol. 3 No. 2 (2014): May - August 2014
Section
Research Articles-Academic Articles
Author Biographies

Pairoj Piyawongwathana

Faculty of Management Science, Petchaburi Rajabhat University

Arunrat Chinnaworn

Faculty of Management Science, Petchaburi Rajabhat University

Natthaprapha Nummaung

Faculty of Management Science, Petchaburi Rajabhat University

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