ระบบควบคุมเชิงกลยุทธ์ของธุรกิจร้านนมสดในเขตเทศบาลนครหาดใหญ่ จังหวัดสงขลา

Abstract

PURPOSES: This research aimed to study potentials of the management and application of strategic control systems of entrepreneurs in fresh milk shops in Hat-Yai municipality. METHODS: This qualitative research was based on documents and in-depth interview with 33 entrepreneurs. Descriptive and critical analyses were employed. RESULTS: It was demonstrated that entrepreneurs applied the Strategic Control Systems in the manner that they used the belief system to increase cooperation and to create products with new ideas for the advantage in competition and client services. They also tried to continuously develop a product by learning from errors in the past as well as to adapt to new business situations and strategies in order to prevent risk-taking behavior in the boundary system. In addition, the diagnostic control system was used by the entrepreneurs to evaluate results and market trends in order to go to the right direction and to build the objective strategic awareness. Finally, the entrepreneurs applied the interactive control system to stimulate learning and creative ideas in order for change in the right direction and for success. They also communicated with every employee directly. CONCLUSIONS: Entrepreneurs could apply strategic control systems in their business management for business objective achievement and for business success.