Competitiveness in supply chain of e-commerce entrepreneurs in Thailand
คำสำคัญ:
Competitiveness, supply chain, e-commerce business, Analytic Hierarchy Processบทคัดย่อ
PURPOSES: To study the competitiveness in the supply chain, internal integration of the supply chain, and readiness for supply chain management of e-commerce entrepreneurs in Thailand. METHODS: The first part dealt with interviews with 30 experienced experts in e-commerce business, and analysis using Analytic Hierarchy Process. The second part dealt with data collected from 74 online stores by questionnaires. RESULTS: Competitiveness in the supply chain of Thai e-commerce entrepreneurs revealed that the most important factors were cost, sustainability, differentiation, and organizational structure, respectively. In the opinions of e-commerce entrepreneurs, internal supply chain integration was more important than intra-organizational integration. Most entrepreneurs were ready to use supply chain management in e-commerce business. THEORETICAL/POLICY IMPLICATONS: E-commerce entrepreneurs could apply research results as guidelines for e-commerce business efficiency improvement.
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