Success Model for SMEs in the Coffee Beverage Business in Thailand
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Abstract
The objectives of this research are to study 1) The level of potential variables of business executives, management innovation, business plan effectiveness, digital marketing strategies, organizational agility, and the success of SMEs in Thailand., 2) The influence of potential variables of business executives, management innovations, business plan effectiveness, digital marketing strategies, and organizational agility on the success of SMEs in Thailand. 3) Develop a success model for SMEs in Thailand in the category of coffee drinks. This research is a combination of quantitative and qualitative research. The sample group is entrepreneurs of SMEs in Thailand in the category of coffee drinks, 420 samples using a multi-stage sampling method. Collect data by using questionnaires and analyze data with structural equations. Qualitative research uses the method of in-depth interviews with entrepreneurs of the business SMEs in Thailand in the category of coffee beverages and SMEs specialists in Thailand 20 people by selecting a specific sample.
The results of the research showed that 1) the level of potential of business executives, management innovation, business plan efficiency, digital marketing strategy, organizational agility, and success of SMEs in Thailand in the category of coffee beverages were at a high level., 2) Business executive potential, management innovation, business plan efficiency, digital marketing strategy, organizational agility has influenced the success of SMEs in Thailand statistically significant at the .05 level., and 3) the success model of SMEs in Thailand in the category of coffee beverage that the researcher has developed called S2PIA Model to promote the enhancement of SMEs in Thailand to increase competitiveness and persistence of SMEs
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