SUCCESSFUL MANAGEMENT MODEL OF A LARGE-SCALE GROS MICHEL BANANA COMMUNITY ENTERPRISE GROUP IN SUKPAIBOON SUBDISTRICT, SOENG SANG DISTRICT, NAKHON RATCHASIMA PROVINCE

Abstract

This research aimed to 1) study the factors leading to successful business management for a large-scale Gros Michel banana enterprise group and 2) develop a successful business management model for a large-scale Gros Michel banana enterprise group in Sukpaiboon Subdistrict, Soeng Sang District, Nakhon Ratchasima Province. The study employed mixed methods research using quantitative data collection via a questionnaire distributed to 100 community enterprise members who were selected by purposive sampling. Data analysis utilized descriptive statistics were mean and standard deviation (S.D.). Qualitative data were collected from 10 key informants who were stakeholders in the community enterprise using semi-structured interviews and analyzed by content analysis. Research findings indicated that 1) all success factors of business management for a large-scale Gros Michel banana enterprise group were at a high level (mean = 3.97-4.15, S.D. = 0.63-0.78). The key factors leading to successful enterprise were existing knowledge, skills, and experience sharing among community enterprise members; a well-defined enterprise management system; and knowledge transfer using modern technology in conjunction with support from government agencies as well as effective business partners in a price guarantee scheme; and 2) successful business management for a large-scale Gros Michel banana enterprise group observed key principles of knowledge building: Collaboration (C) with external organizations, including knowledge development; Management (M), covering enterprise system management and area development; and Network (N), focusing on study and expansion of plantation areas.