Craft Product Export Promotion Competitiveness: The Mediating Effect between Niche Differentiation Strategy and Export Performance

Export competitiveness is an important factor for national development and economic growth. The craft product market one of the commodities with high growing value. Thus, many companies are encouraged to export their products foreign markets. This study aims examine strategies exporting products. sample 400 respondents who completed questionnaires represents people working in using marine transport Thailand. data analysis was conducted structural equation modelling (SEM). findings show that niche differentiation strategy positively relates promotion competitiveness. Moreover, a affects performance. results indicate partially mediates relationship between contributes business helps improve