การสร้างขีดความสามารถทรัพยากรบุคคลเพื่อการเติบโตของตลาดสมัยใหม่

Nannnalin   Chaianandech; Sukanya  Noimor

doi:10.60027/iarj.2025.286448

Authors

Nannnalin Chaianandech Faculty of Business Administration, (Modern Trade Business) Kasem Bundit University, Thailand https://orcid.org/0009-0005-3884-094X
Sukanya Noimor Faculty of Business Administration, (Marketing) Kasem Bundit University, Thailand https://orcid.org/0009-0009-6530-4017

DOI:

https://doi.org/10.60027/iarj.2025.286448

Keywords:

Capability, Human Resources, Modern Marketing

Abstract

Background and Aims: This academic article aims to present the story of modern marketing and its relevance to human resource work. It is a story that today's entrepreneurs or business leaders face the challenge of delivering efficiency for solving problems due to the current rapid technological changes, changing customer needs, or fierce competition.

Methodology: Planning that occurs in the present time is expected to increase in the coming years with faster technology development, customer needs and satisfaction, and changes in the way people work. To analyze the qualitative analysis and review of literature related to human resource management in the digital age, including the development of the concept of human capital capability that plays an important role in the growth of organizations, and respond to changes in technology and consumer behavior. In addition, the conceptual frameworks from Dynamic Capability and Resource-Based View (RBV) are used as theoretical frameworks to explain that human resources can be a source of competitive advantage.

Results: Development and enhancement of human resource capabilities that respond to the needs of the modern market. From the synthesis and presentation in this article, the author found that the ability of personnel to learn, adapt, and innovate plays an important role in the competitiveness of the organization. In addition, integrating human resource strategies with modern marketing approaches helps to achieve sustainable growth.

Conclusion: Human resource management and marketing are two key components that must work together to achieve balanced and sustainable organizational development. In the era of digital economy and fierce competition, the ability to develop human resources to respond to market trends and customer needs is a key factor that allows businesses to grow and create competitive advantages. Integrating human resource development approaches with marketing strategies will help build organizations that can respond to industry changes and lead to long-term success.

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