PRODUCT INNOVATIVENESS MODEL OF HERBAL BUSINESS IN RANONG, THAILAND

Abstract The usage of management accounting systems during the production process can help sectors and their managers in making decisions about the production process and also help them to achieve long term goals and objectives. This given research study explores the impact of environmental dynamism on the better product innovativeness and makes use of a management accounting system mainly during the making of drugs. This study also investigates the mediating impact of technological turbulence that can affect the level of using management accounting systems and the choice of brand innovativeness strategy. At the same time, the research also focuses on the moderating effect of locus of control in all relationships of the study. For this purpose, the data of the study were collected from about 471 employees of herbal organizations, in which 209 were female and 262 were male. The KMO, descriptive statistics and SEM are used to analyze data and also test the hypothesis. Almost all the results of the study showed that environmental dynamism has a significant relationship with other variables of the study. The outcomes of the given study positively contribute to the herbal sector of Thailand and help their managers to design a positive system of MAS