Businesses’ Coping with COVID-19 Pandemic Situation in Thailand
Keywords:
COVID-19, Thailand, Business strategy, Crisis management, Crisis communicationAbstract
Corona-19 Virus Disease (COVID-19) pandemic has led to a negative outlook for Thai economy because of the deteriorating revenues and profitability of businesses and loss of income of individuals. The government has issued many containment measures against the situation. One of the most important measures was social distancing which prohibited gathering of people. This qualitative research utilized telephone interviews with 12 well-informed key informants about COVID-19 situation’s effects on their and other businesses in Thailand. Strategies which businesses utilized to cope with the situation are presented and synthesized. The issues presented have contributed to accelerating the adjustment of businesses to correspond to the ongoing global trends. Results suggested that the situation had both positive and negative aspects. Covid-19 pandemic obstructed businesses on one hand but on the other hand led to new business models and improved efficiency. Businesses and personnel should learn and develop new skills continuously in order to function effectively in the new normal.
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