and political interaction. In the total profits
dimension, only low cost leadership was
found to be significantly related. From the
results, it is clear that innovative marketing
and innovative product strategies enhance
growth performance (growth on sales or
growth on profits), but do not affect total
profits. The reason is that innovative marketing
and innovative product differentiations only
significantly influence increase growth on
sales. However, where total profit is
significantly influenced by low cost leadership
strategy, cost on unit product should be less
and profits on growth of sales should be
reasonable (growth on profits). To explain
such evidence, firms extensively spend for
the innovative market strategy and product
differentiations. H5, H6, and H7 are therefore
partially supported where H8 is rejected.
The MANOVA results also demonstrate that
innovative product differentiation is important
for Thaiûs food industry firms overall performance
given the significant multivariate effects on
performance measures. Innovative market,
low cost leadership, and political interaction
strategies are not a critical factor underlining
overall performance.