PARADIGM FOR DRIVING INNOVATION TOWARDS EXCELLENCE IN SPORT ORGANIZATIONS: A CASE STUDY OF ATHLETICS ASSOCIATION OF THAILAND

Abstract

This research aims to: 1) study the paradigm for driving innovation, 2) analyze problems and obstacles in the innovation process, and 3) propose policy recommendations to enhance innovation towards excellence within the sports organization of the Athletics Association of Thailand. This study employed a qualitative research methodology, including document analysis and in-depth interviews with individuals involved in the operations of the Athletics Association of Thailand. The findings reveal that the paradigm within the Athletics Association of Thailand is characterized by innovative leadership among the association’s executives. These leaders demonstrate adaptability and the ability to rapidly guide the organization through developmental changes. The association actively fosters collaboration with external sectors to strengthen its capabilities and create opportunities to advance Thai athletics on the global stage. Such collaborative networking has enabled the Athletics Association of Thailand to shift its paradigm and generate new innovations. Despite the association’s strong, comprehensive structural foundation across all aspects of athletics management, it still needs to streamline overly complex procedures and improve organizational structures and processes for greater agility. These improvements would enhance responsiveness to current conditions and effectively support sustainable innovation development toward excellence in sports organizations.