Craft Product Export Promotion Competitiveness: The Mediating Effect between Niche Differentiation Strategy and Export Performance

Abstract

Export competitiveness is an important factor for national development and economic growth. The craft product market is one of the commodities with high growing value. Thus, many craft product companies are encouraged to export their products to foreign markets. This study aims to examine the strategies and competitiveness of exporting craft products. The sample of 400 respondents who completed the questionnaires represents people working in craft product export companies using marine transport in Thailand. The data analysis was conducted using structural equation modelling (SEM). The findings show that the niche differentiation strategy of craft products positively relates to export promotion competitiveness. Moreover, a niche differentiation strategy positively affects export performance. The results indicate that export promotion competitiveness partially mediates the relationship between niche differentiation strategy and export performance. This study contributes to the craft product export business using marine transport and helps the companies to improve their competitiveness and export performance.