Effect on Product Innovation and Marketing in Herbal City Community

Abstract

Number of studies has carried out the research studies on product success among various industries. However, the product success is not discussed in respect to the herbal city community. Therefore, to fill this research gap, objective of this study is to investigate the role of product innovation and marketing practices in product success of herbal city community. Population of the study is herbal companies of Thailand. Data were collected from the herbal companies in Thailand. Employees of herbal companies were selected as the respondents. Data shows that both product innovation and marketing practices has significant role to enhance product success. Increase in product innovation and marketing practices increases the product success. Product innovation and marketing practices effect positively on customer retention and marketing practices respectively which causes to increase product success.