Creative Economy Strategies Affecting Business Organization Success: Case Study of Upper Central Part Industrial Entrepreneurs

Abstract

     The aim of this research is to study the creative strategies, cognition and characteristics of the upper central part industrial entrepreneurs in Nonthaburi, Pathum Thani and Ayutthaya province that affect business organization success. The study revealed the most common strategies used by upper central part industrial entrepreneurs were product differentiation strategy, followed by eco-product strategy, innovation strategy, marketing strategy, employee strategy and alliance strategy, in rank order. However, marketing strategy, employee strategy and alliance strategy had statistically significant effect on the overall business organization success at 13.9 percent. The overall success of entrepreneurs was in a high level. Entrepreneurs with higher knowledge level of creative economy concept had more profit and success percentage than those with moderate and low. Moreover, the creative characteristic of entrepreneurs positively related to business organization success with statistical significance.