การขับเคลื่อนนวัตกรรมธุรกิจผ่านการเปลี่ยนผ่านสู่ดิจิทัล: กรณีศึกษาการยอมรับเทคโนโลยีของ SMEs ในจังหวัดนครศรีธรรมราช

Yuppamart Suksai

Authors

Yuppamart Suksai Chalermkarnchana University

Keywords:

Digital Transformation, Technology Adoption , Small and Medium-sized Enterprises (SMEs), Incremental Innovation

Abstract

Driving Business Innovation through Digital Transformation: A Case Study of Technology Adoption by SMEs in Nakhon Si Thammarat Province. This research aims to explore the dimensions and characteristics of digital technology adoption, analyze the qualitative factors that determine adoption, investigate the in-depth impact on competitive advantage, and propose policy recommendations to enhance the potential of Small and Medium-sized Enterprises (SMEs) in Nakhon Si Thammarat province. The study employs a Qualitative Case Study approach, collecting data through In-depth Interviews with 8 SME entrepreneurs. Data analysis was performed using Thematic Analysis. The findings reveal that the technology adoption journey of SMEs can be synthesized into the "GIO Model," comprising three stages: 1) Gateway (G), the initial adoption of accessible social media, creating both opportunities and challenges; 2) Innovation Wall (I), the confrontation with structural barriers related to funding and skilled personnel; and 3) Outcome (O), where the resulting innovation is predominantly Incremental Innovation. A key finding indicates that the success of digital transformation depends not solely on the tools, but on the robustness of the surrounding business ecosystem.

The research recommendations, therefore, focus on "dismantling the innovation wall" through policy suggestions, such as establishing a comprehensive support center, and practical measures, such as developing targeted digital skills curricula and fostering entrepreneurial alliances, to unlock the potential of local businesses for sustainable growth.

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