Key success factors and entrepreneurial orientation of one town one product in the Province of Cavite

Abstract

This study investigated the relationship between factors affecting the success of One Town One Product (OTOP) businesses and the entrepreneurial orientation of OTOP entrepreneurs (OTOPreneurs) within the province of Cavite. The findings were used to develop an action plan for improving OTOP business operations. It tested the significant differences when grouped according to demographic profile and the relationship of the variables mentioned.This study used a quantitative approach and descriptive research design. A total of 194 OTOP business employees with a minimum of six months working experience participated in the study. T-test and analysis of variance (ANOVA), as well as post-hoc analysis, were employed to assess the differences in variables based on demographic profiles. The Pearson correlation coefficient was calculated to determine the significant relationship between the two variables.Based on the findings, majority of respondents were female Generation Z (aged 18 to 27), earning a monthly salary below 20,000 pesos, and with five years or less of OTOP business experience. Participants identified-related factors as the highest priority for success, while risk-taking was deemed the highest in terms of the level of frequency based on the business owners' entrepreneurial orientation. Furthermore, significant differences were found in all variables except for ratings on entrepreneurs risk-taking and autonomy, and ratings on network/stakeholders to competitive aggressiveness. Finally, the research proposed an action plan and substantial recommendations based on the findings.