Editorial Note

Organization Development for Stability and Sustainability

1-7

Conceptual Framework of Causal Factors and Outcomes of Integration of Artificial Intelligence Technology in Marketing

8-32

Factors Influencing Generation Z’s Intention to Consume Plant-Based Potato Milk: The Role of Perceived Benefits and Sustainability Attributes

33-63

Factors Influencing the Investment Decisions in Financial Assets of Generation Y Employees at the Samsen Royal Irrigation Department in Bangkok

64-91

Enhancing the Sustainable Efficiency of Fermented Sour Fish Products through Integrated Lean and Marketing Mix Concepts

92-115

Purchase of Textiles in a Hospital for Cost Improvements Using Linear Programming

116-135

The Impact of Influencers on Purchasing Decision-Making Process among Generation Z Consumers in Modern Retail Businesses

136-159

Digital Marketing Strategies of Bakery and Coffee Businesses: A Study of Entrepreneurs in Pathum Thani Province

160-174

Application of the DMAIC Framework for Reducing Errors in Revenue Budget Disbursement Processes: A Case Study of a Higher Education Institution

175-200

Evaluation of the Value Chain and Income Distribution of Carf Chocolate Products Towards a Unique Identity Product of Nakhon Si Thammarat Province

201-220

Technology Acceptance Influencing the Decision to Purchase Battery Electric Vehicles for Smart City Development in Thailand

221-245

Relationships Between Store Image, Purchasing Behavior and Repeat Purchase Influencing Customer Loyalty in Modern Retail Stores of Consumers in Thailand

246-268

Marketing Mix Factors Affecting Organic Fertilizer Purchasing Behavior of Farmers in Surat Thani Province

269-300