Development Guidelines for Enhancing the Competitiveness of Community Businesses in New Market Entry through Community Innovation
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Abstract
This study explores how community-based entrepreneurs in Kab Choeng, Surin Province, Thailand, can enhance market competitiveness through community-driven innovation, where local human capital and collective problem-solving drive business development. Using qualitative research methods, including content analysis and in-depth interviews with selected entrepreneurs, it identifies key challenges in production, marketing, technology adoption, financial management, and entrepreneurial development. Among these, outdated management practices and ineffective marketing stand out as major barriers to growth. The research also highlights critical success factors, such as strong business and knowledge management, entrepreneurial traits, and external community support. Building on these insights, the study proposes a four-aspect development framework: modern business management (covering production, marketing, finance, and accounting), skill enhancement (including IT, business regulations, foreign languages, and local wisdom), network-building (through collaboration and communication), and entrepreneurial development (focusing on opportunity recognition, creativity, and ethics). The research highlights
the importance of implementing contemporary business management strategies and enhancing entrepreneurial capabilities to boost competitiveness. Community entrepreneurs can better adapt to market complexities, identify new opportunities, and sustain long-term growth by developing these skills. This study provides community entrepreneurs with guidelines to address challenges and successfully enter new markets through innovations derived from their local communities. While the framework and strategies were developed in the context of Surin Province, they can be adapted for use by other community-based enterprises throughout Thailand, especially those encountering similar challenges in rural and emerging markets.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารการบัญชีและการจัดการ
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยมหาสารคาม และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
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