ROLE OF PRODUCTION SYSTEM AND PRODUCTION POTENTIAL TO CONSUMER GOODS FOR COMMUNITY ENTERPRISE GROUPS PHON PHISAI DISTRICT NONG KHAI PROVINCE

Abstract

The aim to carry out this study was to know the impact of green production on the marketing performance and to know about the impact of lean production on marketing performance. The study took absorptive capacity as a mediator as well. The researcher has used the method of quantitative study, self-administered questionnaire survey method was used. Also, the researcher has used the deductive approach of study along with positivism approach. The researcher collected data in a self-administered way, the sampling frame was the manufacturing sector of Khai Phon Phisai District Nong Province. In total 471 valid responses were received, the researcher used SPSS and AMOS for the purpose of analysis of data and SEM and CFA were also applied. It has been concluded that, the impact of lean production and the impact of green production is significant on the marketing performance while the absorptive capacity plays a significant role in between these two relationships. The research has made valuable contributions for future strategies to enhance marketing performance while it has its limitations in the form of the method of study and the restriction of sampling frame.