ALTERNATIVE MARKETING STRATEGY AND MARKETING SURVIVAL: EVIDENCE FROM INSTANT FOODS AND CONVENIENCE FOODS BUSINESSES IN THAILAND

Organizational capabilities are key factors for business survival in a rapidly changing business environment. When the firms apply or adapt new marketing strategy appropriate with business changing, they will have more likely be better in marketing performance. Alternative marketing strategy is a capability of a firm, it is a crucial driver of competitive advantage, and it leads to marketing survival. This research aims to examine the...