The Performance of Construction Businesses in the Lower Northeastern Region 1 of Thailand According to the Balanced Scorecard
Abstract
This study aims to examine the direct effects of entrepreneurial orientation and marketing mix factors on the performance of construction businesses based on the Balanced Scorecard framework, as well as the indirect effect of entrepreneurial orientation on business performance through marketing mix factors as a mediating variable. A quantitative research design was employed, and data were collected using questionnaires from 230 construction business owners with more than one year of business experience. The study was conducted in four provinces in the Lower Northeastern Region 1 of Thailand. The data were analyzed using descriptive and inferential statistics. The findings indicate that both entrepreneurial orientation and marketing mix factors have direct positive effects on the performance of construction businesses based on the Balanced Scorecard framework. In addition, entrepreneurial orientation was found to have an indirect effect on business performance through marketing mix factors. Therefore, this study provides useful insights for defining best practices in business operations, improving efficiency, creating competitive advantage, and identifying appropriate management approaches for construction businesses.
Keywords: Entrepreneurial orientation; Marketing mix; Balanced Scorecard; Construction business.
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