RESPONSIVENESS AND ATTITUDINAL CHANGE OF AGRICULTURAL COOPERATIVE FIRM’S OFFICERS (ACOs) TO TECHNOLOGICAL DISRUPTION OF JASMINE RICE BUSINESS OF THAILAND
DOI:
https://doi.org/10.60101/rmuttgber.2025.287828Keywords:
Information Capital, Asset Turnover, Agricultural Cooperatives, Technological DisruptionAbstract
This study investigates the responsive strategies and attitudinal changes of Agricultural Cooperative Firm’s Officers (ACOs) to technological disruption in the Jasmine Rice business in Northeastern Thailand. The research aims to understand how ACOs perceive and respond to technological advancements and how their attitudes towards organizational intangible capital affect the business performance. The study employs a mixed-methods approach, combining quantitative analysis of survey data from 180 ACOs with qualitative insights from focus group discussions. The result shows that the ACOs have a positive attitude toward technological change, yet experience constraints in accessing and utilizing data. Regarding other intangible capitals (human, information, organization and management), they have positive viewpoints varying by their job positions. However, information capital is a mere factor affecting Asset Turnover Ratio (ATO) at a statistically significant level. The findings underscore the importance of information literacy and data-driven decision-making. To aid cooperatives, the 5D model (Dream, Discover, Define, Design, Develop) is presented as a framework for developing strategic business plans, enabling systematic resource assessment, challenge identification, and targeted interventions. This could conclude that information capital is a significant factor affecting the performance of agricultural cooperatives in the technologically disruptive era.
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Copyright (c) 2025 Kanokporn Marg-amar, Kanakarn Phanniphong , Patcharee Chayakornsopit
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