Antecedents of the Success of the Healthy Food Business Entrepreneurs in Bangkok and Its Metropolitan

Abstract

Nowadays, there is an increasing trend related to healthy eating, which is considered an important trend for people who care for health. Therefore, it is an opportunity for the competition among the healthy food businesses in developing healthy menus with a variety of nutrient-rich food for consumers to choose based on their needs.  It also enables the healthy food business entrepreneurs to find various approaches and strategies that can respond to the needs of customers in the increasingly competitive market environment. The objectives of this research were to: 1) study antecedents and success of healthy food business entrepreneurs in Bangkok and its metropolitan region; 2) examine influences of the antecedents on the success of the healthy food business entrepreneurs in Bangkok and its metropolitan region; and 3) develop a model for the success of the healthy food business entrepreneurs in Bangkok and its metropolitan region. This research employed a mixed research methodology combining quantitative and qualitative methods. For the quantitative research part, the research sample consisted of 460 entrepreneurs and executives of the healthy food businesses in Bangkok and its metropolitan region. The sample size was determined based on the criterion of 20 times the observed variables. They were selected via multi-stage sampling. Data were collected with the use of a questionnaire and analyzed with a structural equation model. As for the qualitative research component, in-depth interviews were conducted with 20 key informants consisting of entrepreneurs and executives of the healthy food businesses in Bangkok and its metropolitan region. The findings showed that: 1) Prepositions include human resource management, leadership, innovation, 7Ps strategies, and the success of the entrepreneurs were rated at a high level whereas employees’ satisfaction was at a moderate level; 2) human resource management, leadership, innovation, 7Ps strategies, and employees’ satisfaction had an influence on the success of the entrepreneurs, with a .05 level of statistical significance and 3) develop a model for the success of the healthy food business entrepreneurs in Bangkok and its metropolitan region In addition, the qualitative research findings revealed that in order to achieve sustainable success in the operation of the healthy food businesses, the entrepreneurs should focus on customers in all target groups so that a competitive advantage could be achieved through the expansion of the customer base, and the highest quality could be delivered to each target group. Based on the research findings, the researcher developed the model for the success of the healthy food business entrepreneurs in Bangkok and its metropolitan region called the LSIMSS Model. (L = Leadership : L, S = 7Ps Strategy : S, I = Innovation : I,  M = Human Resource Management : HRM, S = Personnel Satisfaction : S, S = Success for Health Food Entrepreneurs : SHFE)The findings of this research can serve as guidelines in formulating policies to assist the operation of the healthy food business entrepreneurs in Bangkok and its metropolitan region. Distinction in terms of professionalism and specific expertise should be employed to develop the success in the operation of entrepreneurs in creating competitive advantages in the domestic and regional markets in the future.