Effect of Strategic Planning Process on performance of pharmaceutical manufacturing SMEs in Thailand with moderating role of Competitive Intensity

Abstract

Krisada Chienwattanasook, Kittisak Jermsittiparsert

This study intended to examine the effect of strategic planning process on performance of pharmaceutical manufacturing SMEs in Thailand. This study also envisioned to investigate the moderating role of competitive intensity on the relationship of strategicplanning process on performance of pharmaceutical manufacturing SMEs in Thailand. This study was underpinned by the contingency theory and the system theory in order to explain the proposed conceptual framework. Questionnaires were randomly distributed toowners or managers of pharmaceutical SMEs in Thailand for data collection purpose. Results of this study show that strategic planning process is a key element that could enhance the performance of organizations especially in pharmaceutical sector. Moreover, findings indicated that competitive intensity has moderating role between the relationship of tools of strategic planning and employee participation with performance of pharmaceutical SMEs in Thailand. However, it does not moderate the relationship ofcontrol of strategic planning with performance of pharmaceutical SMEs. The findings of this study will give more clarification to the pharmaceutical organizations regarding the importance of strategic planning process that could be used to enhance the performance pharmaceutical SMEs.