Competitive Advantage in Esports: A Strategic Guide to Successor Development, Industrial Technology, and Professional Skill

Paweena  Chanyuang; Piched Girdwichai; Wichar Kunkum; Tappawan Preedagasemzin; Monchai  Sripetnai

ผู้แต่ง

Paweena Chanyuang College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand.
Piched Girdwichai College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand.
Wichar Kunkum College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand.
Tappawan Preedagasemzin College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand.
Monchai Sripetnai College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand.

คำสำคัญ:

Competitive Advantage, Technology Industrial, Skills, Esports Business

บทคัดย่อ

This study aims to identify the key components of value creation within the e-sports business sector and to develop an approach to value creation that supports sustainable competitiveness in the e-sports industry. The study examines the structural and operational characteristics of the e-sports industry, with particular emphasis on the roles of technology, human skills, organizational capabilities, and strategic management in enhancing business competitiveness. A quantitative research methodology was employed. The study population comprised entrepreneurs and executives operating e-sports businesses, from which a sample of 300 participants was selected. Data were collected using a structured questionnaire and analyzed using descriptive statistics and structural equation modeling (SEM) to examine the hypothesized relationships among the study variables.

The findings indicate that effective value creation in the e-sports industry consists of four key approaches: effective information technology utilization, organizational management, innovation management, and market-oriented management. These approaches contribute to the development of organizational capabilities and enable businesses to respond more effectively to the rapidly evolving e-sports environment. Furthermore, the analysis of differences by business size revealed that large e-sports organizations placed significantly greater emphasis on these value-creation approaches than small and medium-sized enterprises (SMEs), with statistically significant differences at the 0.05 level. The structural equation model further demonstrated that effective strategies for developing technological capabilities, human skills, and organizational capabilities are significant factors in achieving sustainable competitiveness. Overall, the findings provide a comprehensive framework for e-sports entrepreneurs and executives to strengthen organizational capabilities, enhance value creation, and develop sustainable competitive advantages in the rapidly evolving e-sports industry.

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