Based on an analysis of survey data,
it is found that particular environmental
characteristics have a significance on
particular strategies orientation. The multiple
regression analysis demonstrates that low
cost leadership and political strategies are
positively associated with an increment of
macro hostility and marketing hostility. Low
cost leadership is also positively related to
technology hostility. Additionally, this study
observes a positive association between
innovative market and growth, innovative
product and growth, and innovative product
and profitability. Furthermore, low cost
leadership strategy is found significantly
associated with total profits, whereas political
interaction strategy is not positively related to
any of a firmûs profits performance. The results
do not show a significantly unique association
between environmental hostility and strategies,
and make significantly unique contributions
to performance as researched works done
by some researchers (Luo, 1999: 37; Haiyang,
1998: 68-77; and Beal, 2000: 27-47). Therefore,
the study indicates that Thai food industry
firms do not systematically put emphasis
on every competitive strategy that is related
to environmental hostility, and logical
inconsistency between performance variables
suggests the improvement of strategic
formulations and financial planning.