RMUTP Journal of Business and Innovation Management

Workforce Development to Adapt to Market Changes in the Era of Advanced Technology

Sarayoot Ratsamee — 2025-06-30

In an age where digital technology is turning the economy and society around the world. The development of labor skills in all ages is an important factor in creating the country's competitiveness. Technological progress such as artificial intelligence Automatic systems and the internet are coordinating things. Changed the job characteristics quickly. Resulting in the labor market needing new skills that are different from the past, Thailand is facing challenges in advanced labor shortages. Labor development under the guidelines Blend learning, which combines technical skills with the development of emotional and social skills, such as thinking, analysis, solutions, problems, and cultural communication. Will help the labor to improve in the rapidly changing market. Investment in long-term labor skills should be based on educational and training infrastructure that responds to the advanced technology industry. In addition, cooperation between government, private sectors, and educational institutions Play an important role in curriculum design and professional standards that are in line with the market demand. Lessons from successful countries show that continuous development of skills not only helps to reduce the skills gap in the labor market but also promotes economic growth and stabilizes the long-term labor market. Therefore, systematic integration will help Thailand adjust to the world's changes and create an advantage in the competition in the modern economy with high dynamics.

Product Development Towards Brand Creation Through Innovation

Anugul Rotwiwat — 2025-06-30

Product development is the company's responsibility to market throughout the product lifecycle. To make the company's products grow throughout the product lifecycle. Do not let the product reach a low point because it will be difficult for the management to solve the situation, and it will require high costs. If the company lacks liquidity, it will result in inflexible decision-making in marketing operations. Product development must be done along with branding to create awareness, brand awareness, and customer behavior awareness. Analyzing customers through the purchasing decision process will make consumers stay with the company for a long time and build brand loyalty. There are 4 processes in product development: 1. Old products-old market (Market Penetration) 2. Old products-new market (Market Development) 3. New product-old market (Product Development) 4. New Products-new Market (Diversification). In addition, it is important for companies to be innovative alongside branding by coming up with new innovations for consumers to see. Brand development from research and development can create credibility for the company's products. Innovative product development requires planning by identifying the product's strengths that will introduce a new product to the market, which are: 1. Valuable
2. Rare 3. Inimitable 4. Organizational. Therefore, it can be concluded that product development must have a branding process while continuously doing marketing activities. Moreover, the brand will be strong when there is innovation, research and development, which will lead the company's products to remain in the market and grow in further.

Strategic Organizations' Sustainability, E-Business Innovation and E-HRM in the Age of Disruption: A Cultural Agency Theory Approach

Siribuppa U-tantada — 2025-06-30

Purpose: This paper aims to develop a conceptual framework integrating three key concepts-sustainability, e-business innovation, and e-HRM with Cultural Agency Theory (CAT). The framework demonstrates how organizations can align these concepts within their cultural, strategic, and operative systems to thrive in digital disruption.

Design/Methodology/Approach: This conceptual study synthesizes CAT principles and contemporary research on sustainability, e-business innovation, and e-HRM. The analysis incorporates empirical findings from recent studies (2024-2025) and case examples across diverse organizational contexts to validate the proposed framework.

Findings: Achieving strategic alignment within the Cultural Agency Theory-grounded conceptual framework of any organization and three concepts of testable propositions, sustainability, e-business innovation, and e-HRM, are presented as a continuous, adaptive, self-reflection and self-development process and dynamic. Success centers on an organization's ability to cultivate adaptability within its cultural system, maintain strategic coherence within its strategic system, and ensure agility in operative systems in response to disruptively dynamic environments.

Practical Implications: The CAT-informed framework for organizations to strategically integrate sustainability, e-business innovation, and e-HRM, driven by cultural adaptability, strategic coherence, and operational agility, offers a pathway to survive and thrive amidst ongoing digital disruption. It emphasizes the importance of leaders in aligning these crucial functions within their unique cultural context for enhanced resilience and competitive advantage in the global market.

Originality/Value: This paper provides a fresh perspective by integrating Cultural Agency theory with strategic alignment, delivering a valuable framework for understanding and improving organizations' sustainability amidst disruption – something missing in current research.

Marketing Factors Influencing the Purchasing Decision of Durian Paste Products in Bangkok and Its Vicinity

Nicharee Saelueang — 2025-06-30

This research aims to (1) examine the demographics that influence the purchasing decisions of durian paste products in Bangkok and its vicinity, and (2) investigate the marketing factors that affect the purchasing decisions of durian paste products in Bangkok and its vicinity. This quantitative study collected data through online questionnaires from a sample of 385 consumers who had previously consumed durian paste products and resided in Bangkok and its vicinity. Descriptive statistics used in the analysis included percentages, frequencies, standard deviations, and means. Hypotheses were tested using Independent Sample T-Test, One-Way ANOVA (F-Test), and Multiple Regression Analysis at a .05 level of statistical significance.

The study found that (1) demographic factors such as gender, education level, and occupation significantly influenced the purchasing decisions of durian paste products in Bangkok and its vicinity at a .05 level of statistical significance, while age and average monthly income did not. (2) Marketing factors related to the physical environment and production or service processes significantly influenced the purchasing decisions of durian paste products in Bangkok and its vicinity at a <.001 level of statistical significance. Additionally, product, price, place and distribution channels, and promotion factors significantly influenced the purchasing decisions at a .05 level of statistical significance, whereas personnel or staff factors did not influence the purchasing decisions of durian paste products in Bangkok and its vicinity.

Factors in Digital Marketing Influencing the Decision to Use Outsourced Accounting Services in Bangkok

Priyaporn Jarus — 2025-06-30

This research aims to (1) examine the general characteristics of organizations that influence their decision to use accounting firm services in Bangkok, and (2) explore the forms of digital marketing that impact such decisions. A quantitative research approach was employed, collecting data from 400 entrepreneurs via an online questionnaire. The sample included members of the BNI network, nationwide contractors, clients of Hi Professional Service accounting firm, and business-owning acquaintances of the researcher. Convenience sampling was used. The questionnaire comprised three sections: screening questions, general organizational information, and questions regarding digital marketing and decision-making related to accounting firm services. Closed-ended questions using a five-point Likert scale were applied. Data analysis involved descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, including ANOVA and multiple regression analysis, to test the relationship between organizational characteristics, digital marketing forms, and service selection decisions at a significance level of .05.

The findings revealed that organizational characteristics such as business type, registration type, registered capital, and duration of operation—significantly influenced the decision to use accounting firm services (Sig. < 0.05). Larger and longer-established businesses were more likely to seek expert services. Regarding digital marketing, content marketing (mean = 4.17), SEO (mean = 4.08), and websites (mean = 3.96) had a statistically significant impact on decision-making, as they enhanced visibility, credibility, and customer reach. The study recommends that accounting firms develop effective digital marketing strategies to improve competitiveness and maintain their customer base.

The Study of the Relationship between MICE City Development and the Well-being of the People in Khon Kaen Province

Jitlada Rattanawong — 2025-06-30

This research aims to study the relationship between the development of MICE City and the well-being of people in Khon Kaen Province using a quantitative research methodology. The population of the study includes residents living in Mueang District, Khon Kaen Province, and the sample was selected using an accidental sampling method. The research sample consisted of 460 participants. Data collection was conducted through online questionnaires. The findings revealed that the majority of the sample were female, aged between 19-25 years, single, students, with an income ranging from 5,001-15,000 baht, and holding a bachelor’s degree. Regarding the respondents’ opinions on factors related to city development in the context of MICE City, it was found that the development of public facilities in Khon Kaen, such as signage and public transportation, was rated the highest. In terms of well-being, the support and development of the educational system in Khon Kaen were also rated the highest. The results from analyzing the linear relationship indicated that city development factors in the context of MICE City positively influence the well-being of the people in Khon Kaen Province. The regression analysis results showed that the well-being of the people in Khon Kaen had a direct linear relationship with the independent variable of city development in the MICE City context, with statistical significance at the 0.01 level. The development factors explained 56.00% of the variance in the well-being of the people in Khon Kaen, with statistical significance at the 0.01 level. Overall, the respondents' opinions on city development factors in the MICE City context were rated at a high level, and their opinions on well-being were also rated at a high level. It was found that the increased well-being of the people in Khon Kaen is related to the city's development within the MICE City context.

Factors Influencing the Decision to Purchase Packaged Rice under the Phanom Rung Brand through Online Channels

Suthada Bangsomboon — 2025-06-30

This research aims to study the factors influencing the decision to purchase packaged rice under the Phanom Rung brand through online channels including brand equity factors and integrated marketing communication (IMC) factors. This is quantitative research. Data was collected by using online questionnaires via Google Form for 400 samples. Statistics used in the research were frequency, percentage, mean, and standard deviation and analyze multiple regression analysis and F-test. The results showed that 1) brand value factors include brand identity, brand relationships, and loyalty affected the decision to purchase Phanom Rung rice brand bagged rice through online channels with statistical significance at the 0.05 level, 2) Integrated marketing communication factors, including sales promotion, advertising, and public relations influences the decision to purchase packaged rice from the Phanom Rung brand through online channels with statistical significance at the 0.05 level and 3) different consumer behavior factors include influence, source of purchase, sales promotion type and reasons for purchasing does not effect on the decisions to buy packaged rice under the Phanom Rung brand via online channels.

Work Stress Affecting the Job Performance of Personnel A Case Study of the Department of Highways (Central Office)

jidapa wanitkarnkul — 2025-06-30

This research aims to 1) Study work stress level on the job performance of personnel at the Department of Highways (Central Office). 2) Study work stress and its impact on the job performance of personnel at the Department of Highways (Central Office). And 3) Study the influenced of moderator online emotions on the relationship between work stress and job performance of personnel at the Department of Highways (Central Office). The sample group consisted of 355 civil servants, government officials, and permanent employees working at the Department of Highways (Central Office). A questionnaire was used as a tool for data collection, and the data was analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation. The inferential statistics included Independent Samples t-test, One-Way ANOVA, Multiple Linear Regression at a statistical significance level of 0.05.

The research findings showed that : 1) The type of personnel had a statistically significant influence on job performance at a significance level of 0.05, 2) Work stress had a statistically significant influence on job performance at a significance level of 0.01, and 3) Online emotions significantly influenced the relationship between work stress and job performance at a statistical significance level of 0.01

สูตรลับเล่าทุกเรื่องให้ขายได้ด้วย Content Formula x AI

Natcha Thumrongchot — 2025-06-30

ปัจจุบันเป็นยุคของข้อมูลข่าวสารมากมายและพฤติกรรมของผู้บริโภคเปลี่ยนแปลงไปอย่างรวดเร็ว การตลาดเชิงเนื้อหา (Content Marketing) เป็นเครื่องมือชั้นยอดให้กับธุรกิจ และหัวใจสำคัญในการสร้างการรับรู้ สร้างความน่าเชื่อถือ และการขับเคลื่อนยอดขาย การผสมผสานกับการใช้เทคโนโลยีปัญญาประดิษฐ์ (AI) ในการสร้างและบริหารจัดการคอนเทนต์ให้โดดเด่นและน่าสนใจ หนังสือ "สูตรลับเล่าทุกเรื่องให้ขายได้ด้วย Content Formula x AI" โดยคุณณัฐพัชญ์ วงเหรียญทอง เจ้าของบล็อกการตลาดชื่อดัง nuttaputch.com มีผู้ติดตามกว่า 400,000 คน ผู้เขียนเป็นผู้มีประสบการณ์และความเข้าใจอย่างลึกซึ้งในวงการการตลาดดิจิทัล ได้ถ่ายทอดแนวคิด หลักการ และเทคนิคการเขียนคอนเทนต์ เพื่อให้นักเขียนมือใหม่และมืออาชีพนำไปประยุกต์ใช้ในการทำงานด้านคอนเทนต์ได้อย่างมีประสิทธิภาพ