Author(s):
Xuzhu Guo, Ruihui Pu

Doi: 10.7508/aiem.01.2023.01.09

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

This study explored three dimensions of entrepreneurship orientation: innovation, proactiveness and risk taking, and competitive strategy – the influence of Cost Leadership Strategy and Differentiation Strategy over enterprise performance in Thailand. This study used a 5-point Likert scale to collect data from 352 Chinese enterprises in auto parts, manufacturing, new energy and high-tech industries in Rayong Industrial Park, Rojana Industry Park, Pinthong Industrial Park and WHA Industrial Park. SPSS25 and AMOS23 were used in this study for data analysis and hypothesis testing. The results indicate that innovation, proactiveness, Cost Leadership Strategy and Differentiation Strategy all have a strong influence over enterprise performance, while risk taking has little influence over enterprise performance. This study suggests that the top management of Chinese enterprises in Thailand should pay continuous attention to entrepreneurial activities and develop unique competitive strategies to achieve higher performance. At the same time, it suggests that policy makers should make entrepreneurial plans for Chinese enterprises to allocate their entrepreneurial resources.

KEYWORDS:
Entrepreneurial orientation, competitive strategy, Chinese enterprises, enterprise performance