Journal of Innovation in Business, Management, and Social Sciences

Climate Adaptation in Sport: Innovative Strategies for Performance, Management, and Policy in a Changing Environment

Fri, 19 Dec 2025 00:00:00 +0700

This study investigates climate adaptation in sport through three interconnected domains: athlete performance, organizational management, and policy governance. Using a qualitative design, data were collected through a systematic literature review of 82 Scopus and ScienceDirect indexed articles published between 2018 and 2025, four case studies, and 15 semi-structured expert interviews. Thematic synthesis revealed four athlete-level strategies—physiological adaptation, psychological resilience, scheduling adjustments, and wearable monitoring technologies. At the organizational level, climate-responsive facilities, mega-event innovations, and sustainability-driven models such as the Bio-Circular-Green (BCG) framework emerged as effective approaches. At the policy level, sport was identified as underrepresented in climate agendas, though evidence suggested opportunities for integration with health expenditures and public awareness campaigns. Cross-level analysis demonstrated that adaptation is most effective when athlete strategies are supported by organizational infrastructure and reinforced by policy frameworks, creating a feedback system of resilience. The study contributes to sport management scholarship by proposing a multi-level framework that positions sport as both vulnerable to climate risks and as a proactive driver of sustainable development. Recommendations are provided for athletes, organizations, and policymakers to align strategies for enhanced climate resilience in sport systems.

Effective Management Practices in Successful Community Enterprises

Pensiri Paijit, Chalermsak Toomhirun — Fri, 19 Dec 2025 00:00:00 +0700

This research, titled “Effective Management Practices in Successful Community Enterprises”, has two main objectives (1) To study the successful operations of community enterprises, and (2) To investigate the good practices in the management of successful community enterprises. This research used a mixed-methods approach by collecting quantitative and qualitative data from four outstanding community enterprises. The key informants were the chairpersons and executive committee members, a total of 8 people. The instruments used for quantitative research included structured questionnaire. Quantitative data were analyzed using frequency, percentage, minimum, maximum, and mean. For the qualitative research, data were collected through in-depth, semi-structured interviews and analyzed using content analysis to synthesize the insights and reflect the critical success factors (CSFs) in the management of exemplary community enterprises. The research findings revealed that (1) management practices of successful community enterprises showed clear planning in business planning, organizational structuring, member management, coordination with external agencies, and systematic financial control. (2) They also conducted market and customer analysis, developed products that are aligned with local identity, established marketing networks, and applied technology and innovation appropriately. The key success factors for included member collaboration, support from government and private sectors, members’ knowledge and skills, and strategic organizational vision. This study has both academic and practical significance. It provides guidance for developing other community enterprises to enhance management efficiency, product development, marketing networks, and local economy for sustainable growth.

The Digital Transformation and Organizational Innovation Culture Influencing Employee Performance at Jindong Group in Beijing, People's Republic of China

Ma Lina, Sirikamda Yaemkong, Pasiri Khetpiyarat — Fri, 19 Dec 2025 00:00:00 +0700

This research aimed to study the importance of digital transformation, organizational innovation culture, and employee performance. The objective of this study was to examine the impact of digital transformation and organizational innovation culture on the performance of Jindong Group in Beijing, China. The population consisted of 398 employees working at Jindong Group in Beijing, China, with a known sample size. A simple random sampling was used to collect data. The research instrument was a questionnaire. Data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis. The results revealed that digital transformation, organizational innovation culture, and employee performance at Jindong Group in Beijing, China were all at a high level. Hypothesis testing revealed that digital transformation in the areas of digital transformation processes and increased business competitiveness had a statistically significant effect on employee performance. Organizational innovation culture, personnel prioritization, employee engagement, mentoring and coaching, and challenging goals were also significant factors. Furthermore, tolerance and acceptance of future uncertainty significantly impacted employee performance. The findings of this study suggest that business executives should adopt digital transformation and organizational innovation culture as policy-oriented information for operations and apply them as marketing strategies to effectively enhance competitive advantage.

The Influence of Product Factors, Attitudes, and Brand Trust on the Purchasing Decision-Making Process of Healthy Food Frozen Food Among Consumers in Nonthaburi Province

Mueanfhun Siriso, Chattayaporn Samerjai, Pornpimol Sampatpong — Fri, 19 Dec 2025 00:00:00 +0700

The objectives of this study were to: (1) examine the influence of product factors, attitudes, and brand trust on consumers’ awareness of the need to purchase healthy frozen food in Nonthaburi Province; (2) investigate these factors affecting consumers’ information search regarding frozen food; (3) analyze the influence of these factors on the evaluation of purchase alternatives; (4) study their impact on frozen food purchase decisions; and (5) explore the influence of product factors, attitudes, and brand trust on post-purchase behavior. This research employed a quantitative methodology, using a questionnaire as the instrument for data collection. The sample consisted of 285 consumers of healthy food products in Nonthaburi Province, selected through purposive sampling. Statistical tools employed in the analysis included mean, standard deviation, one-way analysis of variance (ANOVA), and stepwise multiple regression analysis. The results revealed that the model explained 84.70% of the variance, with statistical significance at the 0.01 level. Significant positive predictors of the overall consumer decision-making process included behavioral attitude (β = 0.351), emotional attitude (β = 0.299), credibility (β = 0.221), and benevolence (β = 0.141). Based on the research objectives, the findings can be summarized as follows: (1) brand credibility and positive product attitudes stimulate consumers’ need recognition; (2) consumers with higher trust levels tend to search for additional information to compare products; (3) product attributes and brand image play crucial roles in evaluating purchase alternatives; (4) brand trust exerts the greatest influence on purchase decisions; and (5) consumers with positive attitudes and strong brand trust generally experience higher satisfaction, leading to repeat purchases and positive word-of-mouth.

Applying AI Agents for Content Marketing on Social Media: A Case Study of Products from Wat Chulamanee School (Chunhachantanaprachasan)

Noppadol Khingthong, Nantita Petcharaporn — Fri, 19 Dec 2025 00:00:00 +0700

This research aims to (1) Study of the application of artificial intelligence and artificial intelligence agents (2) develop an artificial intelligence (AI) agent for creating content marketing for the products of Wat Chulamanee School (Chunha Chanthana Prachasan), and (3) evaluate the agent's performance. The study uses a mixed-methods approach. It combines qualitative and quantitative. The sample group includes 110 teachers and students from Wat Chulamanee School, selected by stratified random sampling. Data is collected through semi-structured interviews and a satisfaction questionnaire about the AI agent system. Qualitative data uses content analysis. Quantitative data uses descriptive statistics: frequency, percentage, mean, and standard deviation. The research findings indicate that (1) Artificial intelligence as part of content marketing, generally based on usage, is AI for searching for content ideas in Chat CPT Gemini and Claude AI, and AI in visual content of Leonardo AI, Runway AI Kling AI, Pixverse, HeyGen, Gemini and Chat GPT. (2) The development of artificial intelligence systems uses the n8n platform in conjunction with artificial intelligence invention through the ChatGPT program for generating text and images and the Google Veo3 program for video development. Systems that can work automatically to provide marketing content continuously use lucky symbols or lucky works "Khanom Tom Boy" written in product storytelling and local identity. (3) Overall satisfaction with the AI Agent system was very high (M = 4.25, SD = 0.234). By aspect, content and information had the highest average satisfaction (M = 4.34, SD = 0.427). Other key factors are communication and presentation, marketing efficiency, and ease of use.

Community-Based Supply Chain Management Model for Enhancing Health Tourism in Na Pho Subdistrict, Nakhon Si Thammarat Province

Fri, 19 Dec 2025 00:00:00 +0700

This research aimed to (1) analyze the supply chain management process of health entrepreneurs, (2) synthesize and develop a community-based supply chain management model for health tourism entrepreneurs, and (3) propose a sustainable management approach, involving the participation of communities and relevant agencies, to sustainably enhance the competitiveness of local health tourism entrepreneurs. This research incorporates a conceptual framework for analyzing and improving supply chain efficiency (SCOR Model), combined with community-based management and shared value creation, to enhance the efficiency of herbal resource management, local wisdom, and stakeholder collaboration mechanisms. The research utilized qualitative methods, including in-depth interviews, focus group discussions, and field observations with 25 local health and herbal entrepreneurs. Data were analyzed using content analysis. The results revealed that community supply chains have potential in terms of resources and social capital, but lack systematic planning, data management, and common standards. Therefore, a community-based supply chain management model was synthesized, consisting of six components: 1) collaborative planning, 2) local resource sourcing, 3) community production and processing centers, 4) product distribution to health tourism destinations, 5) reflection and learning cycles, and 6) support from network partners. This model enhances the quality of health services and adds value to tourism. and promote the sustainability of the grassroots economy in line with the economic model and sustainable development goals.

Competency Development of Trang Pepper Entrepreneurs for Inventory Management Efficiency: A Case Study of Palian Pepper

Fri, 19 Dec 2025 00:00:00 +0700

This research aimed to (1) develop the inventory management process of farmers and entrepreneurs of Palian pepper variety in Trang Province, (2) study the efficiency of packaging for storing Trang pepper, and (3) develop good practices in inventory management. The research used Participatory Action Research (PAR) in four districts: Palian, Yan Ta Khao, Na Yong, and Wang Wised. Twenty purposive samples were selected. Data were collected through interviews, observations, focus group discussions, process analysis with flow charts, fishbone diagrams, Why–Why Analysis, and microbial and product quality testing. The research results according to objective 1 found that the original inventory management system was not systematic, there was no data recording, the categories were not clear, and the First-In First-Out principle was not used. Improvements included the use of Inventory Card and the determination of storage areas. Recording receipts and issuances and using FIFO resulted in a reduction in average processing time per kilogram from 1,087 to 860 seconds (a 20.88% reduction) and an increase in overall efficiency from 102.94% to 191.11%, reflecting a significant improvement in management processes. The research results for Objective 2 found that packaging type and temperature affected the quality of pepper. Experiments with vacuum-sealed boxes, wooden boxes, and stainless-steel boxes at 25°C and 55–80°C revealed that vacuum-sealed boxes-controlled humidity and reduced mold and microorganisms the best, followed by stainless steel boxes. However, wooden boxes had the highest contamination due to the porosity of the material. The research results for Objective 3, conducted using the PAOR cycle with the operator of “Baan Suan Moradok”, found that product coding, production and expiration dates, the use of App Sheet Inventory forms and systems, categorized storage, and the use of FIFO increased accuracy, transparency, and traceability, reduced errors, and supported production and delivery planning in line with premium and GI standards.

Integrating Sustainability and Governance: A Cross-Case Synthesis of the ESEG Framework for Quarry Business Management

Supawat Sukhaparamate — Fri, 19 Dec 2025 00:00:00 +0700

This study investigates how sustainability and governance principles can be systematically integrated into quarry management. The objectives aim to (1) examine the conceptual gaps in existing frameworks such as the Triple Bottom Line (TBL), Circular Economy (CE); (2) analyze international and Thai cases to identify governance lessons for sustainable practice; and (3) propose an integrated Environmental, Social, Economic, and Governance or ESEG framework for Thailand. Using document analysis and cross-case synthesis of six countries, the study identifies persistent fragmentation among environmental, social, and economic initiatives. Governance emerges as the coordinating mechanism that enables accountability, coherence, and long-term sustainability. Conceptually, the proposed ESEG framework advances sustainability theory by extending TBL and CE approaches; practically,
it offers policy insights for improving enforcement, participation, and innovation. Limitations include reliance on secondary data and the need for empirical validation in operational quarry contexts.

An Examination of Artificial Intelligence–Driven Marketing Strategies in Relation to the Consumer Behavior of Generation Alpha

Decha Phalalert, Patthanan Tangwannawit — Fri, 19 Dec 2025 00:00:00 +0700

This study aims to examine AI-driven marketing strategies and their relationship with the consumer behavior of Generation Alpha. The findings indicate a significant correlation between personalized marketing approaches and the behavioral tendencies of this cohort, with artificial intelligence functioning as a key enabler. Generation Alpha demonstrates distinctive behavioral characteristics, including: 1) a strong preference for speed and instant gratification; 2) a high degree of familiarity with hyper-personalized content; 3) engagement in multi-screen usage; and 4) a reliance on digital technology as the primary medium of communication. AI-enabled marketing tools such as automated recommendation engines, intelligent chatbots, and predictive analytics are instrumental in delivering consumer experiences that are both meaningful and closely aligned with expectations. In light of the findings, the study advances four strategic recommendations for marketers seeking to effectively engage this emerging consumer segment: 1) the development of advanced analytics systems to anticipate behavioral trends; 2) the implementation of hyper-personalization frameworks through omni-channel data integration; 3) the promotion of transparency and trust via explainable AI and comprehensive data privacy measures; and 4) the design of adaptive UX/UI interfaces that accommodate the multi-screen behaviors characteristic of Generation Alpha 5) Application of AI/ML and Large Language Models (LLMs) 6) Development of Behavioral Experimental Instruments and 7) Integration of Ethics, Privacy, and Policy Applications