Editorial Note

Abstract

        The Journal of Management Science, Ubon Ratchathani University, Volume 15, Issue 1 (January–April 2026), features a total of 13 articles, consisting of one special article and twelve research articles that reflect important issues in business administration in the current context. These articles cover organization development, marketing, consumer behavior, digital technology, operational efficiency, value chains, finance, and sustainability. The main contents of this issue can be grouped into one special article and three major research areas: (1) marketing, consumer behavior, and digital technology; (2) operations management, efficiency improvement, and value chains; and (3) finance, investment, and economic stability.

        The special article in this issue is Organization Development for Stability and Sustainability by Specially Appointed Professor Jomjin Chandarasakul. The article presents a broad conceptual perspective on organization development in an era of rapid, complex, and interconnected changes across economic, social, technological, and environmental dimensions. It emphasizes that modern organizations, particularly Thai universities and regional universities, need to pursue stability alongside sustainability. This can be achieved through organizational resilience, risk management, good governance, data-driven decision-making, business model adaptation, value creation for stakeholders, and the systematic integration of ESG and SDGs into organizational strategy.

        The first group of research articles focuses on marketing, consumer behavior, and digital technology, reflecting changes in markets and consumers in the digital era. The article Conceptual Framework of Causal Factors and Outcomes of Integration of Artificial Intelligence Technology in Marketing by Thammasorn Morawan and Viroj Jadesadalug proposes that the integration of AI in marketing is associated with several factors, including technological infrastructure, personnel digital skills, dynamic capabilities, innovation culture, organizational digital transformation, and digital transformation leadership. These factors contribute to digital marketing capabilities, organizational competitive advantage, and organizational performance.

        Meanwhile, the article Digital Marketing Strategies of Bakery and Coffee Businesses: A Study of Entrepreneurs in Pathum Thani Province by Supakit Setraksa finds that entrepreneurs use social media, online food ordering systems, and AI tools to improve marketing efficiency and sales, particularly through Facebook Ads, Instagram Ads, and LINE Official Account.

        Within the same group, the article Factors Influencing Generation Z’s Intention to Consume Plant-Based Potato Milk: The Role of Perceived Benefits and Sustainability Attributes by Preeyaorn Arhamadarmeen et al.  finds that perceived health benefits, sustainability benefits, and reputational benefits influence preference for plant-based milk alternatives and contribute to sustainability trust and consumption intention. The article The Impact of Influencers on Purchasing Decision-Making Process among Generation Z Consumers in Modern Retail Businesses by Samaporn Nualsut et al. finds that influencers affect the purchasing decision-making process of Generation Z consumers in modern retail businesses and can explain 81.9 percent of the variance. The article Relationships Between Store Image, Purchasing Behavior and Repeat Purchase Influencing Customer Loyalty in Modern Retail Stores of Consumers in Thailand by Panasin Chungsawanant finds that store image has a positive influence on repeat purchase and customer loyalty, while repeat purchase serves as a mediating variable linking store image to customer loyalty. In addition, the article Marketing Mix Factors Affecting Organic Fertilizer Purchasing Behavior of Farmers in Surat Thani Province by Rapeepan Paochoo et al. finds that product and promotion factors have significant positive relationships with the quantity of organic fertilizer purchased. The article Technology Acceptance Influencing the Decision to Purchase Battery Electric Vehicles for Smart City Development in Thailand by Pitak Boontuam, Nipotepat Muangkote, and Ekkachai Naenudorn finds that performance expectancy, ease of use, infrastructure, and price value positively influence the purchase intention of battery electric vehicles among early adopters in Thailand. Overall, the articles in this group show that contemporary marketing requires an understanding of consumer behavior, the use of digital technology, and the communication of value that responds to specific target groups, including younger consumers, farmers, early adopters of electric vehicles, and consumers in modern retail businesses.

        The second group of research articles focuses on operations management, efficiency improvement, and value chains, reflecting the application of management tools to reduce costs, eliminate waste, and enhance competitiveness. The article Enhancing the Sustainable Efficiency of Fermented Sour Fish Products through Integrated Lean and Marketing Mix Concepts by Chittiporn Chitphak, Saowalak Racham, and Yotsaphat Kittichotsatsawat finds that the application of value stream mapping and the ECRS technique can reduce waste in the fermented sour fish production process, decrease the number of activities from 14 to 9, and strengthen competitiveness through the marketing mix. The article Purchase of Textiles in a Hospital for Cost Improvements Using Linear Programming by Naruporn Arandorn et al. finds that a linear programming model can help determine textile purchasing options with lower costs than the current purchasing practice and that Excel Solver can be used as a decision-support tool under budget constraints.

         In addition, the article Application of the DMAIC Framework for Reducing Errors in Revenue Budget Disbursement Processes: A Case Study of a Higher Education Institution by Jiraporn Boonjung and Panutporn Ruangchoengchum finds that the main factors associated with disbursement errors include incomplete supporting documents, non-compliance with approval procedures, and insufficient evidence attachment. The application of the DMAIC framework reduced the error rate from 37.41 percent to 9.09 percent, representing a statistically significant decrease. The article Evaluation of the Value Chain and Income Distribution of Carf Chocolate Products Towards a Unique Identity Product of Nakhon Si Thammarat Province by Thitima Booranawong, Sanatcha Theerachun, and Sa-angneit Tinnam finds that income in the craft chocolate value chain remains concentrated among collectors and processors, while farmers receive relatively low returns and have limited value addition in the upstream process. The article therefore recommends supporting on-farm processing, developing local market channels, and promoting knowledge, technology, and marketing support to achieve more sustainable income distribution.

         The third group of research articles focuses on finance, investment, and economic stability. The article Factors Influencing the Investment Decisions in Financial Assets of Generation Y Employees at the Samsen Royal Irrigation Department in Bangkok by Pimrawee Thanprasertkul and Ratchadapon Semakhan finds that most Generation Y respondents had limited knowledge prior to investing and made investment decisions independently. Differences in investment behavior, risk acceptance, investment objectives, and the use of investment technology did not lead to statistically significant differences in financial asset investment decisions. The article highlights that financial knowledge, investment planning, and understanding of risk and return remain important foundations for preparing for future financial stability.

         Overall, the articles in this issue demonstrate that business administration in the current context requires the integration of multiple dimensions, including understanding consumer behavior, applying digital technology and AI, improving process efficiency, managing costs and value chains, enhancing financial knowledge, and developing organizations that are stable, resilient, and sustainable.

        The editorial board sincerely hopes that the articles in this issue will be useful to students, scholars, entrepreneurs, organizational leaders, and all those interested in business administration, and that the knowledge presented in this issue can be applied and further developed in both academic and practical contexts.