Effect of Marketing Innovation on Promotion Strategy of Riceberry Business in Yasothorn, Thailand

Abstract

With the increase in rice production in Thailand, the riceberry is also increasing having central importance to the market. Riceberry business is growing rapidly in Thailand and capturing the market share. However, it is important to promote riceberry business through various strategies. In this way, the promotion strategy is most important to apply. Here the role of marketing innovation has central role. Therefore, objective of this study is to examine the role of marketing innovation in promotion strategy. For this purpose, this study examined this relationship with the help of quantitative research approach by using a questionnaire survey. Results of the study shows that innovative marketing method has positive effect on strategy design. It also has positive effect on promotion strategy. Furthermore, technological innovation has positive effect on strategy design. Technological innovation also has positive effect on the promotion strategy. Finally, strategy design has positive role to promote promotion strategy.