Main Article Content
The objective of this study is to examine the role of service innovation and product innovation in business performance of Thai Jasmine Brown Rice. Furthermore, this study examined the mediating role of competitive advantage in relation to the business performance. For this purpose, the current study preferred quantitative research approach. A questionnaire was designed to measure service innovation, product innovation, competitive advantage and business performance. The questionnaire was distributed among the respondents in Thailand to collect data. Statistical tool was used to analyze the data and 230 valid responses were used. Results of the study highlighted that business performance can be promoted with the help of service innovation. Additionally, the role of product innovation is also most important in business performance. Therefore, the business performance of Thai Jasmine Brown Rice can be promoted by enhancing the level of services and providing the quality innovation in products. Moreover, competitive advantage can promote business performance by transferring the positive effect of service innovation along with the product innovation on business performance.