Keys to Success for the Development of Bangkok Brand

Abstract

The objectives of this research were to study the current state of success of the Bangkok Brand Project, potentials of entrepreneurs, production mechanisms, administration and management, and government support; the influences of potentials of entrepreneurs, production mechanisms, administration and management, and government support on the success of the Bangkok Brand Project; and guidelines for the development of the Bangkok Brand Project with an aim to achieve continuous growth and success. This research employed a mixed research methodology. In the quantitative research component, data were collected from the sample of 340 entrepreneurs in the Bangkok Brand Project by a questionnaire and analyzed with a structural equation modeling technique.  For the qualitative research part, in-depth interviews were conducted with 15 key informants. The research findings showed that the success of the Bangkok Brand, production mechanisms, administration and management, and government support were rated at a high level whereas potentials of entrepreneurs were rated at the highest level. Government support had the highest influence on the overall success of the Bangkok Brand, followed by potentials of entrepreneurs, administration and management, and production mechanisms, respectively. For developing the Bangkok Band, the government sector should train and encourage the entrepreneurs to be creative, able to plan their products to meet market demands, have knowledge of e-marketing, use modern technology, and manage their business with the private sector.