Journal of Business, Innovation and Sustainability (JBIS)

The Impact of Entrepreneurial Orientation, Innovation Capability, and Competitive Advantage on Performance of SMEs in Upper Northeastern Region

Kusuma Soythong — Tue, 30 Dec 2025 00:00:00 +0700

This study investigated how entrepreneurial orientation, innovation capability, and competitive advantage influenced SME performance in Thailand’s Upper Northeastern region—an economically promising yet under-researched area. Using a quantitative design and stratified sampling across SME sectors, 384 valid responses were collected from SME owners and senior managers via structured questionnaires. Data were analyzed using descriptive statistics, Pearson correlation, and Confirmatory Factor Analysis (CFA). The results indicate that the measurement model fits well with the data, as shown by χ²/df = 1.089, CFI = 0.999, and RMSEA = 0.015, confirming the validity of the constructs used. Structural Equation Modeling (SEM) revealed that both entrepreneurial orientation (β = 1.098, p < 0.001) and innovation capability (β = 1.000, p < 0.001) had significant positive effects on firm performance. In addition, the analysis found that competitive advantage partially mediated the relationship between entrepreneurial orientation and firm performance, suggesting that entrepreneurial orientation impacts firm performance both directly and indirectly through competitive advantage. Meanwhile, competitive advantage fully mediated the relationship between innovation capability and firm performance, indicating that innovation alone cannot improve performance unless it is effectively transformed into competitive advantage. Competitive advantage serves as the key mechanism through which innovation capability drives firm performance. Among SMEs in Northeastern Thailand, innovation capability has a greater impact than entrepreneurial orientation, as it enables firms to create unique products, enhance processes, and adapt to market shifts, which is crucial for outperforming competitors in resource-constrained environments.

Border Reopening and the Financial Impact of Informal Fuel Trade on Legal Petrol Stations in Thailand

Haida Sudinpreeda — Tue, 30 Dec 2025 00:00:00 +0700

This study investigates the financial impact of informal cross-border fuel trade on legally registered petrol stations in Narathiwat, one of Thailand’s southern border provinces. Legal small and medium enterprises (SMEs) in this region operate under persistent pressure from untaxed and unregulated fuel smuggling, which distorts market competitiveness and erodes profitability. Using audited financial statements from 14 stations between 2019 and 2023, the study evaluates four key performance indicators: gross profit margin (GPM), net profit margin (NPM), return on assets (ROA), and return on equity (ROE). The COVID-19 border closures provided a quasi-natural experiment, temporarily suppressing smuggling and allowing observation of firm performance without informal competition. Descriptive results show modest improvements in profitability during the closure period and renewed decline after reopening. Inferential tests, however, revealed no statistically significant differences across periods, highlighting that observed trends were directional rather than conclusive. The findings contribute new firm-level evidence to debates on the informal economy, showing both the vulnerability and heterogeneity of legal SMEs in border regions. Policy implications include the need for targeted SME support, fuel price alignment in border provinces, and stronger institutional mechanisms to reduce reliance on temporary enforcement measures.

Appropriate Technology as a Mediator between Knowledge Integration Capability and Circular Economy: Evidence from Resource-Constrained Wood-Processing SMEs in Thailand

Kritsakorn Jiraphanumes, Nongrat Sansompron, Kanittha Pattanasing — Tue, 30 Dec 2025 00:00:00 +0700

This study presents an integrated framework combining the knowledge-based view (KBV) and resource mobilization theory, positioning Appropriate Technology (ATech) as a mediating mechanism that explains how Knowledge Integration Capability (KIC) translates into Circular Economy (CE) outcomes. Unlike prior studies emphasizing high-tech and capital-intensive solutions, this research demonstrates how local knowledge integration enables sustainability through cost-effective ATech adoption in resource-constrained SMEs. Using PLS-SEM with bootstrapping, this study analyzed data from an attempted census of wood-processing SMEs in Surat Thani, Thailand (n = 82), collected in early 2024. The results confirmed that measurement validity, reliability, and model fit met accepted thresholds. The findings show that (1) KIC significantly enhances ATech adoption via effective integration of internal and external knowledge; (2) ATech positively influences CE through sustainable design, collaborative development, and local resource use; and (3) partial mediation occurs, as KIC affects CE both directly and indirectly through ATech. The study extends the KIC concept beyond competitive advantage to sustainability and shows that SMEs can leverage KIC to identify fit-for-purpose technologies, while policymakers can promote capability-building and ATech access programs.

The Causal Relationship of Factors Affecting the Professional Entrepreneurship of the Cultural Tourism and Creative Economy Business in Phrae and Nan Provinces

Sineenat Vikromprasit, Pasiri Khetpiyarat — Tue, 30 Dec 2025 00:00:00 +0700

This research aims to study the causal relationship of factors affecting professional entrepreneurship of cultural tourism and creative economy businesses in Phrae and Nan provinces. A quantitative research method was employed. The research sample consisted of 200 entrepreneurs from cultural tourism and creative economy business who were selected using stratified random sampling. Data were collected using questionnaire. Structural equation modelling with LISREL software was used to test the causal models.

The findings were as follows: the highest factors affecting the professional entrepreneurship were management capability followed by entrepreneurial competency. Moreover, management capability had an indirect affected on professional entrepreneurship through the entrepreneurial competency. The causal relationship between model from the result of data analysis was found that the analytical model had goodness of fit with the empirical data was χ² = 34.58 df = 26 p = 0.12 GFI = 0.98 and AGFI = 0.96. The result shows that the model had a high criterion of fit. In terms of practical implications, tourism entrepreneurs can prepare and develop themselves to achieve competitive advantage and business performance through management capability and cultivation of competencies suitable for professional entrepreneurship.

Social Influence and Brand Image as Mediators of Sustainability Values: A Study of Green Purchase Intentions Among Thai Youth

Sarinya L. Suttharattanagul, Thittapong Daengrasmisopon — Tue, 30 Dec 2025 00:00:00 +0700

Despite growing interest in sustainability, a gap remains between consumers’ environmental values and their actual green purchasing behavior. This study examines how socialization agents—interpersonal networks and social media—shape social influence and brand image, and how these factors mediate the relationship between sustainable consumption value and green purchase intention among young Thai consumers. Drawing on social influence theory and consumer socialization theory, the research employs a quantitative design using survey data from 495 young adults aged 18–24 in Bangkok, Thailand. The results confirm that sustainability values significantly predict green purchase intention, with both social influence and brand image acting as parallel mediators. Notably, social media agents positively influence both brand image and purchase intention, while interpersonal agents show no significant effect, reflecting a shift in influence toward digital platforms. Although serial mediation paths were proposed, none were supported, suggesting that young consumers respond to multiple cues concurrently rather than through step-by-step processes. This study contributes to the sustainable consumption value literature by highlighting the importance of multi-channel socialization processes in shaping green purchase behavior. It also underscores the critical role of brand image as a bridge between ethical values and consumer action. These findings offer practical implications for brand managers, marketers and policymakers seeking to design effective, socially resonant sustainability campaigns targeting digitally engaged youth.

Intertextual Narrative and the Construction of Heroism: A Study of News, Documentary Film, Series, and Feature Film on the Wild Boars Academy Football Team Incident

Ongart Singlumpong — Tue, 30 Dec 2025 00:00:00 +0700

This research analyzed what multiple forms of media construct heroism through transmedia storytelling. It employed intertextuality, the narrative paradigm, and the social construction of reality as analytical frameworks. The findings revealed that news, documentary films, series, and feature films share seven core narrative elements: plot, theme, conflict, characters, setting, symbol, and point of view. These media forms utilize four intertextual strategie —convention, extension, reduction, and modification— each adapted to the affordances of their respective mediums.

The construction of heroism did not arise solely from the event itself, but from its repeated retelling across media platforms. Through the processes of externalization, objectivation, and internalization, the story became a globally accepted social reality. The 13 Wild Boars were portrayed not merely as survivors, but as moral heroes symbolizing courage, selflessness, solidarity, and hope. Furthermore, this study proposed ethical guidelines for transmedia storytelling that emphasized responsibility and truthfulness. It underscored the influential role of media in shaping collective values and transforming real-life events into powerful and inspirational narratives.

Determinants Influencing Millennials’ Green Product Purchase Decisions in Thailand

Paisarn Arunchoknumlap — Tue, 30 Dec 2025 00:00:00 +0700

This study investigates the determinants influencing Thai Millennials’ decisions to purchase green products, with particular attention to the roles of social media advertising exposure, perceived brand value, brand credibility, and brand trust. A quantitative survey was conducted among 400 respondents aged 24–41, all of whom had purchased at least one green product in the previous year. Data were analyzed using descriptive statistics and multiple regression analysis (MRA) at a 0.05 significance level. The results indicated that social media advertising exposure was rated relatively high (M = 3.98, SD = 0.72); however, it did not significantly predict perceived brand value (H1: β = 0.670, p > 0.05), brand credibility (H2: β = 0.760, p > 0.05), or brand trust (H3: β = 0.811, p > 0.05). These findings suggest that frequent exposure to digital advertising alone does not significantly shape core brand perceptions among Thai Millennials. In contrast, perceived brand value (H4a: β = 0.282, t = 6.425, p < 0.001), brand credibility (H4b: β = 0.288, t = 5.050, p < 0.001), and brand trust (H4c: β = 0.355, t = 6.898, p < 0.001) were found to significantly and positively influence green product purchase decisions. The regression model demonstrated strong explanatory power, accounting for 74.9% of the variance (R² = 0.749, Adjusted R² = 0.747, F(3, 396) = 398.87, p < 0.001).

These findings underscore that psychological brand perceptions—rather than advertising exposure—are the key drivers of environmentally responsible consumer behavior. For marketers aiming to promote sustainable consumption, the study highlights the importance of trust-based and value-driven communication strategies. Aligning brand narratives with Millennials’ environmental values may enhance brand loyalty and encourage the long-term adoption of eco-friendly products.

Auditor Supply and Audit Quality: Evidence from Chinese A-Share Firms

Wang Yuanyuan, Chaiyot Sumritsakun, Arunee Yodbutr, Thatphong Awirothananon — Tue, 30 Dec 2025 00:00:00 +0700

This study examines the relationship between auditor supply capacity and audit quality in China’s A-share market, drawing on 2,878 firm-year observations from 2021 to 2023. Audit quality is measured by discretionary accruals (DA) estimated using the Modified Jones Model, with robustness checks using absolute discretionary accruals (AbsDA). The analysis incorporates four key auditor supply variables: audit fees, Big 4 affiliation, audit firm organizational capacity (CICPA score), and auditor tenure. Results show that higher audit fees and stronger organizational capacity are significantly associated with lower discretionary accruals, indicating enhanced audit quality through greater auditor effort and institutional resources. By contrast, Big 4 status and auditor tenure do not exhibit significant effects in this context. These findings highlight the importance of supporting appropriate audit pricing mechanisms and recognizing the role of organizational capacity, while also acknowledging the limited influence of reputational and tenure-based factors in improving financial reporting quality in emerging markets.

Sustainability in Agricultural Supply Chain: Lesson Learned from a Large-Scale Agricultural Extension Project of Orange in Maesin District, Si Satchanalai, Sukhothai Province

Siriwan Kitchot, Andrew Lyons, Iain Reid — Tue, 30 Dec 2025 00:00:00 +0700

This article aimed to examine sustainability within the agricultural supply chain, focusing on a collaborative project in orange supply chain implemented by a farmer extension group in Maesin, Si Satchanalai, Sukhothai province, Thailand. This study employed a qualitative research method, utilizing a semi-structured interview guide based on the three dimensions of sustainability (Economic, Social, and Environmental) and Actor-Network Theory (ANT). Thematic analysis was subsequently used to analyze the interview data and understand the actual sustainability of the agricultural extension project. The findings showed – Even with continuous support from the government policy in the collaborative large-scale agricultural extension project, the strong group leadership was instrumental in sustaining the group, particularly in retaining its members. High member participation is a key factor for sustainable development and the overarching sustainability of the group, which allows it to achieve five of the 17 Sustainable Development Goals (SDGs). This research was limited to a case study of only one of the seven groups involved in the orange farming extension collaborative project in Maesin, Sukhothai Province. The article fills the research gap by demonstrating the government's efficiency and sustainability in funding, using the agricultural extension project as a case study and applying Actor-Network Theory (ANT) and the Sustainable Development Goals (SDGs). Given the complexity and varying characteristics of agricultural supply chains for different fruits, the findings may not be generalizable to all types of farming collaborative projects. The practical implication is that understanding the group’s key operational factors provides valuable guidelines for sustaining the group and achieving the Sustainable Development Goals (SDGs) in similar collaborative extension projects in other areas.

The findings offer guidelines for improving the efficiency and sustainability of the large-scale agricultural extension project by revealing previously undocumented real-world practices by Actor Network Theory (ANT) and Sustainable Development Goals (SDGs).