https://so07.tci-thaijo.org/index.php/STECOJournal <p>Journal for Strategy and Enterprise Competitiveness publish research articles and academic articles demonstrating the creativity of academic knowledge in organizational management, logistics and supply chain management, strategy management and competitiveness enhancement. To report progress movement and academic services to the society in exchange of research ideas for further development and continually develop knowledge. Publication three times per year Issue 1: January – April, Issue 2: May – August and Issue 3: September - December</p> Center for Strategy and Enterprise Competitiveness, King Mongkut's University of Technology Thonburi en-US Journal for Strategy and Enterprise Competitiveness 2774-1427 <p>The opinions appearing in the content of articles of Journal for strategy and enterprise competitiveness. It is the opinion and responsibility of the article author. It is not the opinion and responsibility of the Center for strategy and enterprise competitiveness, King Mongkut's University of Technology Thonburi</p> <p>Articles, information, content and images, etc., in the Journal for strategy and enterprise competitiveness. It is the exclusive copyright of the Center for strategy and enterprise competitiveness, King Mongkut's University of Technology Thonburi. If an individual or entity wants to distribute all or part of the content or for any action must obtain written permission from the Center for Strategy and enterprise Competitiveness, King Mongkut's University of Technology Thonburi.</p> https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/4485 <p>This research explores the intricate relationship between the quality of work life (QWL) and organizational commitment among Early-career staff in a Chinese research academy. The well-being of employees is increasingly recognized as a critical aspect of organizational success. Researching QWL and organizational commitment can help identify areas where improvements can be made to support the physical, mental, and emotional well-being of early-career staff, leading to higher job satisfaction and overall happiness. Employing a quantitative approach, this study utilizes 330 respondents from questionnaire survey and subsequent regression analysis to collect primary data and analyze employee perspectives. The findings emphasize a predominantly positive perception of QWL among Early-career staff, coupled with a favorable view of organizational commitment. Notably, the academy's tendency to prioritize position replacement over termination in response to work challenges nurtures a strong sense of commitment among employees. The implications suggest that such a commitment-focused approach, addressing QWL dimensions, can foster loyalty and reduce turnover, promoting a more stable and dedicated Early-career workforce.</p> Xiaoqiang Tian Xiaoque Chen Kongkiat Sahayrak Trairong Swatdikun Copyright (c) 2024 Journal for Strategy and Enterprise Competitiveness https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-30 2024-04-30 3 7 1 15 https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/3843 <p>The objective of this research is to study the characteristics, factors and propose of guidelines strategic adaptive leadership development of vocational education institute administrators in Eastern Economic Corridor (EEC) to increase competitiveness according to vocational education qualifications standard framework of Thailand. The study was done through documentary analysis, empirical data from 15 successful administrators in-dept interview, and through the questionnaires concerning 3 aspects of strategic adaptive leadership; personal characteristics, developing work to increase competitiveness, and human resource development and adaptation strategy comparable to international standards. The data was then collected with a sample of executives and personnel of vocational education institutions 622 persons in EEC area of Thailand. This research uses a mixed methodology. Data was analyzed by exploratory factor analysis, tested by data triangulation methodology technique, and confirmation of guidelines draft by connoisseurship approach.</p> <p>The research results indicated that the strategic adaptive leadership of administrators of vocational education institute administrators in EEC area to increase competitiveness were 9 elements include: 1) charisma leadership and inspirational motivation; 2) individualized consideration and working as a team; 3) creating an innovative educational organization; 4) adaptive strategy and challenges; 5) building a positive corporate culture and balance; 6) creating a creative corporate atmosphere and shared values; 7) innovative leadership maturity to build competitiveness; 8) mindset modification and intellectual stimulation; and 9) digital skills development toward excellence. The research results can be used as a guideline for developing executive competencies to have strategically adaptable leadership in accordance with the framework of vocational education qualifications standards to increase competitiveness and drive vocational education institutions towards excellence in Thailand.</p> Phongsak Phakamach Copyright (c) 2024 Journal for Strategy and Enterprise Competitiveness https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-30 2024-04-30 3 7 16 34 https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/3980 <p>The goals of this study are to study the influence of factors affecting electronic word-of-mouth communication among consumers. The concepts of Artificial Intelligence quality, enjoyment, novel experiences, and consumer brand engagement are applied in this research. 488 participants were collected by using a stratified sampling method. Results from ordered logistic regression analysis model. The Artificial Intelligence quality , novel experiences and consumer brand engagement have a significant positive influence on electronic word-of-mouth.</p> Decha Phalalert Copyright (c) 2024 Journal for Strategy and Enterprise Competitiveness https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-30 2024-04-30 3 7 35 53 https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/4542 <p>The objectives of this research are 1) to study how acceptance of technology affects the intention to purchase products through the Facebook live channel and 2) trust affects the intention to purchase products through the Facebook live channel in Muang District, Nakhon Ratchasima Province. The sample group was people who had previously purchased products through the Facebook live channel in Mueang District, Nakhon Ratchasima Province, 385 samples. The data collection tool was a questionnaire. Statistics for analysis include percentage, mean, standard deviation and multiple regression analysis. The results of the study found that Acceptance of technology: perceived usefulness, and attitude towards purchasing products online have a positive effect on the intention to purchase products through the Facebook live channel in Mueang District, Nakhon Ratchasima Province at a statistical significance level of 0.05 (R² = 0.492). As for trust, it has a positive effect on the intention to purchase products through the Facebook live channel in terms of entertainment, popularity, word-of-mouth marketing, and specific aspects statistically significant at the 0.05 level (R² = 0.641)</p> Jirattikan Ruangchab Worraya Rojchanapaphaporn Copyright (c) 2024 Journal for Strategy and Enterprise Competitiveness https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-30 2024-04-30 3 7 54 69 https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/4487 <p>This research investigates the impact of compensation on organizational commitment among early career staff at Sichuan University of Science &amp; Engineering, China. Employing quantitative research methods using survey methods using non-probability sampling by purposive sampling. a survey method, 306 samples were conveniently drawn from a pool of 1,500 faculties. Through descriptive and inferential statistics using mean, standard deviation, correlation, and regression analyses, the research reveals significant impacts of salary, bonuses, and perks on organizational commitment. The findings underscore the importance of compensation packages in fostering employee commitment within academic institutions. It shows that respondents were satisfied with the salary, neutral toward bonus payment, and satisfied with amount of perk received. It also indicates a generally positive sentiment among respondents towards their organizational commitment. The regression result reveals the relationship between employee compensation (salary, bonus, perks and benefits) and organizational commitment demonstrate a highly significant and positive association. This research contributes to understanding the dynamics of employee engagement and retention in higher education settings.</p> Yi Huang Xiaoque Chen Varaporn Prempanichnukul Trairong Swatdikun Copyright (c) 2024 Journal for Strategy and Enterprise Competitiveness https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-30 2024-04-30 3 7 70 84 https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/4458 <p>The objective of the research was to compare students' academic achievement and satisfaction with teaching using simulation games and lectures in the subjects of innovation and business entrepreneurship. It is research in a laboratory with a predetermined experimenter. The sample group was second-year students in the Faculty of Management Science, Management major. The sample consisted of 15 control groups and 15 experimental groups, with one group learning in lectures and the other group using simulation games. Data were analyzed using descriptive statistics, including mean and standard deviation, and inferential statistics, including comparing means (Paired t-test) and comparing the differences between the two groups (Independent Sample t-test).</p> <p>The results of the research found that using simulation games in teaching innovation and business entrepreneurship subjects helped students have better learning achievement than lectures at the significance level of 0.05, and the students were satisfied with the teaching by simulation games rather than lectures.</p> Runchida Daoruang Copyright (c) 2024 Journal for Strategy and Enterprise Competitiveness https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-30 2024-04-30 3 7 85 96