The effect of marketing focus, innovation and learning organization on the building of competitive advantages: empirical evidence from ISO 9000 certified companies created by Chaiyutha Lertpachin, Boonthawan Wingwon and Thanakorn Noithonglek

The purpose of this research was to study the opinion level of marketing focus, innovation, learning organization and competitive advantages, including the study of direct and indirect effect factors toward competitive advantages of ISO 9000 certified companies. The sampling group was 168 ISO certified companies. It was survey research with a questionnaire as the research tool using descriptive statistics to locate frequency, mean, standard deviation and inferential statistics with a structural equation model of PLS Graph technique.

The research outcomes revealed that the majority of respondents were male in gender, with an average age of 31–40 years, an undergraduate educational level, business in Amnardcharoen province, with business experiences of 7–10 years, and with services business. Respondents valued innovation the most, followed by marketing focus, a learning organization and competitive advantages. The marketing focus factor had direct effect and total effect toward the innovation factor as the most important factor, followed by the learning organization, which had a direct effect toward the competitive advantages.