The Influence of Strategic Communication Capability on Innovation Performance in the Food and Beverage Manufacturing Industry in Thailand

Abstract

This study aims to examine the influence of strategic communication capability on organizational innovation performance in the food and beverage manufacturing industry in Thailand. A quantitative research design was employed. The sample consisted of 400 companies in the food and beverage manufacturing industry in Thailand. Executives or managers of the organizations served as respondents. Purposive sampling was used to select key informants, and the unit of analysis was at the organizational level. Data were collected using a structured questionnaire and analyzed using multiple regression analysis.

The results reveal that strategic communication capability has a positive influence on organizational innovation performance. Among its dimensions, message consistency has the strongest effect, followed by stakeholder engagement, strategic alignment of communication, and leadership communication.

The findings highlight the importance of strategic communication capability in enhancing organizational innovation. Therefore, organizations should develop communication systems that are clear, consistent, and strategically aligned, while encouraging stakeholder engagement to support the effective and sustainable development of innovation.