| Title: | An Analysis of the Influencing Factors of Miniso’s Brand Strategy in the Thai Market |
| Author: | Mo Lina |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2569 (2026) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 19th National and International Academic Conference 2026 pp.54-64 Conference Publication Year: 2569 (2026) View |
Abstract
This study focused on Miniso’s brand strategy in the Thai market. It innovatively integrated the Resource-Based View (RBV) with the Dynamic Capabilities Theory to construct a theoretical model driven by four core independent variables: supply chain flexibility capability, brand resource portfolio capability, ambidextrous innovation capability, and digital operational reconfiguration capability. The study aimed to systematically elucidate the impact mechanisms on brand strategy in the Thai market.
This study adopted a quantitative research method, collecting data through questionnaires. A total of 400 questionnaires were distributed, and 322 valid questionnaires were retrieved, achieving an effective response rate of 80.5%. During the data processing and analysis phase, this study employed various statistical methods to ensure the accuracy and reliability of the research findings. Through empirical analysis, it was found that these four capabilities work synergistically, collectively forming the micro-foundations for enterprises to build and sustain competitive advantages in cross-border markets. This not only theoretically revealed the coupling mechanism between static resources and dynamic capabilities in complex market environments but also provided an operable strategic framework for emerging brands to systematically implement localization and globalization strategies.
Based on the research findings, this study offers the following strategic recommendations for Miniso and similar enterprises from the perspectives of systematic resource allocation and dynamic capability iteration and upgrading: (1) Build a resource leverage mechanism to strengthen supply chain flexibility; (2) Deeply explore Thai local cultural elements for brand resource integration; (3) Launch cross-cultural and cross-domain innovation cooperation projects; (4) Build a digital marketing ecosystem exclusive to the Thai market.
Keywords: Resource-Based View, Dynamic Capabilities Theory, supply chain flexibility; brand resource portfolio, ambidextrous innovation.
