THE DEVELOPMENT GUIDELINES TO INCREASE THE MANAGEMENT POTENTIAL OF COMMUNITY ENTERPRISES IN THE NORTHEASTERN REGION OF THAILAND

Abstract

This research aims to 1) study the characteristics of community enterprises that affect their potential in Northeastern Thailand, 2) examine management factors influencing the potential of these community enterprises, and 3) analyze and propose development guidelines to enhance the potential of community enterprises in the region. This quantitative research employs concepts of community enterprise management and enterprise potential as its framework. The sample consists of 395 community enterprises in Northeastern Thailand, selected through simple random sampling. The research instrument is a questionnaire, and data analysis includes descriptive statistics (frequency, percentage, mean, standard deviation) and inferential statistics (one-way ANOVA and multiple regression analysis). The findings reveal that 1) the potential of community enterprises in Northeastern Thailand varies significantly by province, registration age, average monthly income, and number of members at the .01 level, 2) management factors such as organizational structure, operational planning, marketing management, member management, and product/service production significantly influence the potential of community enterprises at the .01 and .05 levels, and 3) there are four development guidelines for enhancing the potential of community enterprises in Northeastern Thailand: developing leadership among members for systematic operations, integrating creativity in improving product and service quality, promoting increased income for members through community enterprise activities, and efficiently managing production processes to avoid environmental pollution.