THE RELATIONSHIP BETWEEN BUSINESS RESOURCES, COMPETITIVE ADVANTAGE STRATEGIES AND IMPLEMENTATION OF THE BCG ECONOMIC MODEL OF COMMUNITY ENTERPRISES IN CHIANG RAI PROVINCE

Abstract

This research article aims to study the nature and relationship of business resources based on the Resource Based View theory, competitive advantage Strategies and the implementation of BCG Economy model, it is a survey research. Data were collected from 2,472 committees and members of community enterprise in Chiang Rai province using online questionnaires. There was a total of 418 respondents. The nature of business resources of community enterprises according to the Resource-Based View theory (RBV) found that the context of value, rareness, imitation and organization is at a high level. They used cost leadership strategy and differentiation strategy at the highest level, as for the focus strategy was at a high level. Community enterprises operate according to the new economic development guideline (BCG Economy Model) in overview and in each aspect, consisting of: Bio economy, Circular economy and Green economy all are at a high level. The relationship of business resources is related to the three types of competitive advantage strategies at a statistical significance level of 0.01. The selection of all competitive advantage strategies correlated with the implementation of BCG Economy model in all aspects at a statistical significance level of 0.01 as well as all business resources.