STRATEGIES TO CREATE ADDED VALUE FOR ORGANIC PRODUCTS TO ENHANCE COMPETITIVENESS IN THE DIGITAL AGE

Abstract

The objectives of this research article were to 1) study business conditions of organic farming product operators, and 2) study strategies to create value of organic farming products to enhance competitiveness in the digital age. The sample group were 10 interviewees who provided the essential data and 400 entrepreneurs of the organic farming groups who were respondents. The research instruments used were interview forms and questionnaires. The statistics used were frequency, percentage, mean, standard deviation and stepwise multiple regression analysis. The results of the research revealed that most organic farming groups, when considering the business conditions of organic farming product operators in general, did not create their own product brands. Most of them invested their own money into the business. Most customers were domestic consumers. The main problem found was the entrepreneurs had no standards approved. The average point of the importance of components for the entrepreneur's potential was at the highest level. The results of the study on strategies for value creation of organic farming products to enhance competitiveness in the digital age, it was found that 1) six strategies of the market management could predict the success of value creation of organic farming products to enhance competitiveness in the digital age at 94.60% accuracy,          2) seven strategies of the collaboration networks could predict the success of value creation of organic farming products to enhance competitiveness in the digital age at 95.90% accuracy, 3) six strategies of the innovation could predict the success of value creation of organic farming products to enhance competitiveness in the digital age at 91.20% accuracy, 4) four strategies of the entrepreneurs’ potential could predict the success of value creation of organic farming products to enhance competitiveness in the digital age at 83.10% accuracy.