This study assessed the configuration
between strategic orientations and environmental
characteristics and its performance
implications for new food industry firms in increasingly important for Thai national
economy and structural reform. The issue
addressed in this study is central to a better
understanding of Thai new small business.
The competitive strategies examined in the
study include four major dimensions, namely,
innovative marketing, innovative product
differentiations, low cost leadership, and
political interaction. Environment is also
defined as a multidimensional construct which
contains the macro hostility, market hostility,
competition hostility, and technology hostility.