Operational Management of Nakhon Nayok Province Food Processing Community Enterprise

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ณัฐชรัฐ แพกุล
วรรณดี สุทธินรากร
ภัทรวรรธน์ จีรพัฒน์ธนธร

Abstract

This research aimed to examine the operational management and operating condition and to practice creating value-added and creative value to products of the food processing community enterprises of Nakhon Nayok Province. The target group was 13 food processing community enterprises of Nakhon Nayok Province whose products registered under the Community Products in 2017. Purposive sampling was employed in selecting the target groups. The informants of each group consisted of one chairman and five members, totaling to 78 participants. The semi structured interview was used as a tool. The data was analyzed using content analysis method and compiled into descriptive content. The results revealed that 1) the operational management of food processing community enterprises of Nakhon Nayok Province showed that all 13 groups of community enterprises were successful in all eight aspects, including Member/Labor aspect, Resources, Production, Technology and Location aspect, Management and Engagement aspect, Leadership aspect, Cognitive aspect, Marketing and Accounting aspect, Interaction with the Outsiders aspect, and Information and Public Relations aspect, 2) there were critical issues in operating condition. The development of products to be distinctive from competitors was lacking. Also, the development of packaging was low on uniqueness. In addition, there was a lack of product development knowledge based on value-added and creative value creation which caused products not to be distinctive from other community enterprises, and 3) the results regarding the practice to create value-added and creative value to the products were as follows: the members of the community enterprises added value to riceberry, which focusing on creating it into a new version and unique from competitors, by developing several recipes from riceberry. In addition, they created the creative value to riceberry by representing the story about the background of riceberry to make the products distinctive. The benefits of this research were the discovery of the operational potential enhancement of community enterprises of Nakhon Nayok Province by creating value-added and creative value to products. Also, the findings can be used as a guideline for further product development of other community enterprises.

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บทความวิจัย (Research article)

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