The Role of Communication of Grassroots Innovation Network Organization

Abstract

This research aims to study the role of communication of Grassroots Innovation Network organization, as well as their innovative ways in developing social, economic activity, and environment, based on Triple Bottom Line theory, by using Social Innovation, Social Enterprise, and the Principles of Organic Agriculture. Mixed research method which consists of qualitative and quantitative approaches are being used for this research. Primary methods of qualitative data collection include document analysis, non-participant observation, focus group, and in-depth interview with key members in different parts of the organization. With the quantitative approach, a hundred members of the organization were recruited to participate in this study.
The result has shown that social value, newness, and social motivation are the main factors of social innovation to approve society. The important roles of communication are to create, integrate and expand the innovation to the society. However, according to the result, most of the members could only perceive the usefulness of social innovation in a mid-level. The economy has been developed by social enterprise by following the rule of Thai Social Enterprise Office. Communication plays important roles in building a business partner, plan marketing, creating financial stability, and enhancing production efficiency. As the result, most of the members could perceive the usefulness of social enterprise in the mid-level. Environment is developed according to the requirements of The International Federation of Organic Agriculture Movements (IFOAM) by the principle of health, ecology, fairness, and care. The communication plays an important role in empowering in the education of the environment, enhancing health and wellness, and making members acknowledge of the use of natural resource for maximum benefit and to be aware of the limited natural resources. According to the research, it shows that most member perceived the usefulness of international organic agriculture in very high level.