RMUTT Global Business and Economics Review

Book Review

Phat Pisitkasem — 2024-06-30

หนังสือการจัดการเชิงกลยุทธ์ เล่มนี้เป็นหนังสือทางด้านการจัดการเล่มแรกหลังจากที่ผู้เขียนได้ใช้ในการศึกษาด้านการจัดการเชิงกลยุทธ์ เพื่อใช้ในการเรียนการสอนให้กับนิสิตในระดับปริญญาตรี และในระดับปริญญาโท หลังจากที่ใช้หนังสือเล่มนี้ประกอบในการบรรยายในรายวิชาการจัดการเชิงกลยุทธ์ พบว่า เป็นหนังสือที่พรั่งพร้อมไปด้วยวิชาการที่สามารถอ่านเข้าใจง่าย และเข้าถึงแก่นของการจัดการเชิงกลยุทธ์อย่างแท้จริง โดยผู้แต่งได้วางกรอบของหนังสือเล่มนี้ โดยแบ่งออกเป็นทั้งหมด 4 ขั้นตอนในการที่จะทำให้การจัดการเชิงกลยุทธ์ประสบความสำเร็จ โดยได้แบ่งเป็น Part 1 คือ การวิเคราะห์ (Analysis) Part 2 คือ การกำหนดขั้นตอนในการดำเนินงาน (Formulation) Part 3 คือ การดำเนินงานเชิงกลยุทธ์ (Implementation) และ Part 4 กรณีศึกษา (Mini Case Study) ซึ่งผู้เขียนมองว่าการแบ่งกลุ่มของเนื้อหาในลักษณะแบบนี้เพื่อให้อ่านแล้วนำไปปฏิบัติเพื่อทำให้การจัดการเชิงกลยุทธ์ประสบความสำเร็จได้อย่างแท้จริง

CREATING CHANGE LEADERS IN ORGANIZATIONS TO ENHANCE THE DEVELOPMENT OF SPECIALIZED SKILLS FOR SUSTAINABLE MANAGEMENT WITHIN THE ORGANIZATION

Chanattee Poompruk — 2024-06-30

In the current situation, the management of every organization is faced with a rapidly changing economic, social, and technological environment. This is a challenge in the operations of the organization that must adjust and develop its potential in various areas in order to increase its competitiveness. Leading an organization to survive amid a rapidly changing situation will require leaders who have vision and are able to adapt to various environments more than general leaders. This makes transformational leadership play an important role in managing organizational effectiveness. With motivation Employee engagement Organizational culture, communication, team effectiveness The efficiency and effectiveness of the organization must also create a positive work environment. Organizational culture that supports employee participation and commitment Setting and communicating a clear vision Including building a team and assigning effective work. However, creating change leaders in organizations to enhance the development of specialized skills for sustainable internal management. That creates a difference in that organization. It is also a driving force for development to define various contexts beyond the influence of organizational culture. organizational structure and leadership styles that create organizational management effectiveness therefore, change leaders who can manage organizational effectiveness must understand the surrounding environment of the organization. Including understanding the complexity and speed of change. In order to be able to prepare measures and policies to cope and adapt to employees and organizations that are effective and consistent with rapid changes both now and in the future. These are the things that will allow organizations to survive and move towards their goals in a sustainable way.

EXPORT DEMAND FOR THAILAND'S KING OF FRUIT

Poomthan Rangkakulnuwat — 2024-04-11

This paper aims to find the determinant of Thailand’s king of fruit exports based on the gravity model. Several primary econometrics methods apply to the gravity model applying to Thailand’s durian export. The result indicates that the country-pair and time-fixed effect PML with interaction regarding the landlock and time dummy variables give the most logical results. The empirical results suggest that enhancing labor productivity in durian cultivation is a strategy to increase durian cultivation and export. Durian exporters might use the lower price strategy to enhance their income. Thailand’s durian exporters should find a specific country in each income-level group where most people love durian.

INFLUENCE OF EMOTIONAL MARKETING ON CUSTOMERS’ IDENTIFICATION WITH CHINESE LOCAL COSMETIC BRANDS

Yingxi Liu — 2024-04-11

In the era of social media, brands are increasingly adopting emotional marketing strategies to enhance their competitiveness in the market. In brand marketing, incorporating emotional elements allows for better satisfaction of consumers’ psychological and emotional needs. People always find it hard to forget emotions that touch their hearts, or the feelings evoked by someone. Emotional marketing, as a non-traditional marketing strategy, can assist businesses in engaging in deeper communication with customers and establishing meaningful relationships, thereby inspiring their identification. Enhancing customer identification with the brand is crucial for the long-term development of an enterprise. This article seeks to provide an in-depth understanding of how emotional marketing affects customer identification with Chinese local cosmetics brands. Employing a quantitative approach, this study sampled 468 participants from online consumers of Chinese local cosmetics. Structural Equation Modeling (SEM) was utilized as a data analysis technique. The results of the study indicated that emotional marketing had a positive and significant impact on customer identification.

THE INFLUENCE OF LEADERSHIP AND SUPPORT, WORK AUTONOMY AND CHALLENGE ON POSITIVE EVALUATION IN THE SOFTWARE INDUSTRY

Liping Song — 2024-06-21

The purpose of this research is to explore, within the software and information technology services industry, how leadership and support, work autonomy and challenge can influence employees' positive evaluation of the organization. To achieve this objective, the study focused on professionals employed in the Chinese software and information technology services industry. Employing a quantitative research approach, data were collected from 613 survey responses in six cities and provinces, namely Beijing, Guangdong, Shanghai, Jiangsu, Zhejiang, and Sichuan, which constitute 65.5% of the workforce in this industry. The statistical results indicate that in this industry, leadership and support, work autonomy and challenge have a positive and significant impact on employees' positive evaluation of the organization. Moreover, there are certain differences in the impact effects between leadership and support, work autonomy and challenge. The findings provide insights for industry leaders to take measures to enhance employees' positive evaluation of the organization, thereby promoting employee team or organizational engagement and contributing to organizational development.

ANTECEDENTS AND CONSEQUENCES OF SERVICE INNOVATION PROCESS THE MODERATING ROLE OF MODERN TRANSFORMATIONAL LEADERSHIP AND SERVICE ORIENTATION

Jareeyakorn Hwangsuphakitkoson — 2024-06-28

Service innovation process is a new creative process to deliver service excellence for customers and lead the organization to achieve goals. Therefore, the organization should be aware and focus on improving their service innovation process. This article proposed the conceptual framework of service innovation process, composing antecedents, consequences, and moderator factors that influence the relationship. This paper has studied and reviewed various sources such as textbooks, research articles, and academic articles to propose the antecedents of service innovation process such as knowledge management, organizational creativity mindset, operational flexibility, and modern transformational leadership. In addition, the consequences of service innovation process for empirical studies in the future and apply the results to the organization.

FINANCIAL FEASIBILITY ANALYSIS OF BANHUAINAMKUAN ECOTOURISM BUSINESS IN CHIANG RAI PROVINCE

Sirikul Tulasombat — 2024-06-28

This research aimed to analyze financial feasibility, and the sensitivity analysis of ecotourism business for Banhuainmkuan at Chiang Rai province by use of in-depth interviews. The results demonstrated that: (1) financial figures were current assets 20,000 Baht, fixed assets 2,300,000 Baht, revenues 1,083,000 Baht, costs and expenses 882,300 Baht; net profit 200,700 Bath. (2) Financial feasibility analysis of Ecotourism Business, the investment project was 5 years and the expected rate of return was 8%. The cash outflow for initial capital was 2,320,000 Baht, and cash inflow over 5 years were 518,700 Baht, 589,270 Baht, 666,897 Baht, 752,287 Baht, and 846,215 Baht, respectively. There were a Payback Period (PP) of 3.72 years, Net Present Value (NPV) of 323,759.31 Baht, Profitability index (PI) of 1.14, along with an Internal Rate of Return (IRR) of 12.73 %. The results showed that a investor in Banhuainmkuan ecotourism business could invest. The finally, sensitivity analysis were 1) total revenue decreasing more than 6.22%, other factors constant; 2) cost of goods sold increasing more than 25.45%, other factors constant; and 3) labor costs increasing more than 74.55%, other factors constant, making Banhuainamkuan ecotourism business unable to invest.

INVESTIGATING INTENTIONS TO USE GOOGLE MAPS FOR TRAVELLING AMONG USERS

Penpim Phuangsuwan — 2024-06-29

This study investigated whether or not the level of satisfaction experienced by Google Maps users mediated the linkage between the theory of acceptance model and individuals' intentions regarding the future use of Google Maps in Thailand. The determinants of the TAM model were perceived ease of use and perceived usefulness. A quantitative method was used. The theoretical framework was validated using data from 423 Google Maps users in Thailand who participated in online convenience sampling. For the descriptive analysis of the data, SPSS Licensed Version 29 was employed, and the partial least squares structural equation modelling (ADANCO 2.3.2; PLS-SEM) was utilized to test the hypotheses at a significant level less than 0.001. The association between the TAM, intentions to use Google Maps in Thailand and adoption of user satisfaction as a mediator between the two predictors were identified. User satisfaction is an essential mediator in the linkage between the TAM model, which was identified as perceived ease of use and perceived usefulness to predict intentions to use Google Maps. The level of satisfaction can be used as a predictor of whether or not they will utilize Google Maps. However, perceived ease of use is the only factor substantially influencing intentions to use Google Maps. Perceived usefulness does not directly influence intentions to use Google Maps. The findings of this study may assist scholars by contributing additional perspective elements and are also essential for strategic planners.

DEVELOPMENT OF THAILAND’S NATIONAL SINGLE WINDOW

Sakhunnishta Bodhibandhu — 2024-06-30

The aim of this research was to investigate the current implementation of Thailand’s National Single Window and identify opportunities for improvement. Objectives included 1) assessing Thailand’s existing National Single Window, including its structure and function and agency and customer participation; 2) identifying problems with function and process of the National Single Window; and 3) identifying potential solutions to improve customs efficiency, port efficiency, and overall trade efficiency through Thailand’s National Single Window. Implementation of the National Single Window, which began to be considered in policy around 2005, is now substantially complete, but development activities and improvement are still ongoing. This study used a nested sequential qualitative-led mixed methods research design to investigate implementation of the National Single Window from the perspectives of multiple stakeholder groups. Data collection was conducted using a policy review (Phase 1), a questionnaire (n = 400) (Phase 2), and an open-ended questionnaire (n= 38) (Phase 3). The Phase 1 and Phase 3 data was analysed using content analysis, while Phase 2 data was analysed using descriptive statistics. The analysis showed that the National Single Window is currently being used and some aspects, such as implementation of import and export processes, is largely complete. This has provided benefits to users and agencies, especially reduced cost and time and improved efficiency. However, there are still some areas where improvements are needed, particularly interagency coordination of processes and information sharing and improvement of system stability. The study provides recommendations for continued development of the National Single Window based on these findings.

LOGISTICS AND SUPPLY CHAIN MANAGEMENT OF MOBILE SUPERMARKET ENTREPRENEURS IN BAN WA SUBDISTRICT, MUEANG DISTRICT, KHON KAEN PROVINCE

Wasana Phuangpornpitak — 2024-06-30

This research aims to propose a logistics management approach for mobile supermarket entrepreneurs in Ban Wa Subdistrict, Mueang District, Khon Kaen Province. The study found that the type of vehicles used by mobile supermarket entrepreneurs were motorcycles, sidecar motorcycles, and pickup trucks to sell the same type of products and have the same form of transportation and distribution. The analysis of the SCOR Model Level 2 across all five activities revealed that: 1) In planning, mobile supermarket entrepreneurs were unable to systematically manage operations. 2) In procurement, there was no record-keeping for ordered products. 3) In production, there was no quality check before the products were released for sale. 4) In delivery, there were overlapping routes for product distribution. 5) In returns, there is no acceptance of returned products. The logistics system of mobile supermarket entrepreneurs consists of activities such as 1) customer demand forecasting, 2) procurement, 3) inventory management and product storage, 4) product delivery, and 5) product returns. One of the primary concerns identified was a lack of planning among entrepreneurs, which led to excessive procurement in accordance with customer demand, resulting in a surplus of daily unsold inventory. Moreover, the overlapping of delivery routes created a competitive environment for acquiring customers. Consequently, by clustering mobile supermarket entrepreneurs to prevent overlapping, all five clusters cut the total daily distance used from 276.1 kilometers to 245.5 kilometers, a 30.6 kilometers reduction. Furthermore, it aids in the mitigation of conflicts among entrepreneurs and facilitates inventory reduction.

The DEVELOPMENT OF HOUSEHOLD ACCOUNTING MODEL TO ENHANCE SELF-SUFFICIENCY LIVING IN BANG MUANG SUB-DISTRICT MUNICIPALITY, BANGYAI DISTRICT, NONTHABURI PROVINCE

Monrudee Ki-ian — 2024-06-30

This research aims to: 1) investigate the current situation regarding knowledge, methods, and obstacles in household accounting practices. 2) Develop and enhance household accounting models to improve sustainable living standards. 3)Test the effectiveness of the developed models through mixed-method research involving important data providers for Objectives 1 and 3, consisting of a community committee of 27 members and significant contributors to model development within the jurisdiction of Bang Muang Municipality, totaling 15 individuals. We tailored the selection criteria to the qualifications in data provision. Research tools included five types: interviews, tests, model format manuals, questionnaires, and data analysis utilizing quantitative research methods employing statistical analysis such as percentages, means, standard deviations, and paired sample t-tests. Qualitative research involved content analysis and narrative description. Research findings revealed that: 1) Currently, the sampled group possesses limited knowledge and understanding of household accounting and its relationship with the sufficiency economy philosophy, with only one household employing a simplified, self-understood method for accounting. Reasons for a lack of accounting include insufficient knowledge and understanding, a lack of motivation, and inadequate promotion and support from organizations. 2) The developed model comprises 7 steps and 28 activities. 3) Post-experiment testing results showed statistically significant increases in average knowledge scores compared to pre-experiment levels at the.05 significance level, alongside the highest satisfaction with the model. This led to improved financial health, community participation, and environmental conservation. Therefore, the developed model will benefit the community in terms of resilience-building and enhancing sustainable living values in line with sufficiency economy principles.