Guidelines for Adaptation to Survival under the Digital Economy of the Professional Startup Business Sector in Thailand

Authors

  • Ratchada Phakdeeying Faculty of Social Sciences and Humanities, Northeastern University
  • Theenida Buntornwon Faculty of Business Administration, Northeastern University
  • Darunee Panjarattanakorn Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin
  • Phongsak Phakamach Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin

Keywords:

Startup Business, Adaptation, Digital Economy

Abstract

The objective of this research is identified ways to adapt to survive under the digital economy of the professional startup business sector in Thailand. The research used a qualitative methodology by in-depth interviews with 100 administrators of 100 best practice professional startup business sector, based on a specific selection of administrators. Data collection using open end structured interview guide. Analysis of emphasis and coherence data. The results of the research were as follows: the approach to adaptation of the professional startup business sector for survival under the digital economy in Thailand has six key components: (1) demand responsive management; (2) digital transformation; (3) mindset change; (4) resource management; (5) smart professional entrepreneur; and (6) innovation in communication and knowledge management. There are 13 indicators and the top 5 key indicators included: 1) determination of effective vision and strategies; 2) determination of appropriate organizational structure and resources; 3) creation of an organizational culture that supports the creation of innovation and services in all dimensions; 4) forms, processes and practices that facilitate demand responsive management; 5) appropriate ICT and digital platforms applications for services.

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Published

2023-04-26

How to Cite

Phakdeeying, R., Buntornwon, . T., Panjarattanakorn, D., & Phakamach, P. (2023). Guidelines for Adaptation to Survival under the Digital Economy of the Professional Startup Business Sector in Thailand. Journal for Strategy and Enterprise Competitiveness, 2(4), 67–89. Retrieved from https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/2146

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Section

Research Article