INTEGRATION OF BUDDHAMMA FOR MANAGEMENT FOR COMMUNITY ENTERPRISES IN CHAIYAPHOM PROVINCE

Abstract

This research article aimed to: 1. study the current conditions of community enterprise management in Chaiyaphum Province; 2. examine the factors that promote community enterprise management in Chaiyaphum Province; and 3. integrate Buddhist principles to enhance the management of community enterprises in Chaiyaphum Province. This study employed a qualitative research approach. Data were collected from 25 key informants and 9 participants in a focus group discussion, selected through purposive sampling. The data were analyzed using descriptive analysis.

The findings revealed that: 1. the current conditions of community enterprise management consisted of: 1.1 strengths, including strong community participation, unity, clear organizational structure, and defined roles and responsibilities; 1.2 weaknesses, including limited managerial and marketing capabilities, as well as a lack of continuous innovation and product development; 1.3 opportunities, including expanding markets through online platforms and new channels, adding value to products through development and processing, and building cooperative networks among communities; and 1.4 threats, including high market competition, economic fluctuations and purchasing power instability, and changes in consumer behavior and technology. 2. The factors promoting community enterprise management consisted of six aspects: 2.1 personnel and leadership, emphasizing strong leadership, motivation, and unity; 2.2 organizational structure, with clear systems, transparent accounting, and effective planning and monitoring; 2.3 marketing and products, focusing on quality, branding, packaging, and distribution channels; 2.4 external support, including access to funding, knowledge, and supporting agencies; 2.5 culture and local wisdom, applying community identity to create product value; and 2.6 digital technology, utilizing online media such as Facebook, LINE, and TikTok to enhance marketing opportunities; and 3. The integration of the Papanikayadhamma principles in community enterprise management could be explained as follows: 3.1 Cakkhuma (visionary leadership), referring to leaders having foresight and the ability to appropriately plan group development; 3.2 Vidhuro (competence), referring to knowledge and capability in systematic and transparent management; and 3.3 Nissayasampanno (interpersonal skills), referring to good human relations, network building, cooperation, and trust within the group.