RMUTP Journal of Business and Innovation Management

กลยุทธ์ก้าวไปข้างหน้า : เทคนิคในการก้าวหน้าเชิงกลยุทธ์ ไม่มีความบังเอิญในเรื่องของความก้าวหน้า

Varunya Kaewchueaknang; Phussadee wattanametha, Warrasade Udomsin — Wed, 25 Dec 2024 00:00:00 +0700

ผู้เขียนได้นำมุมมองของปัญหาการทำงานล่วงเวลา ที่มักถูกกล่าวถึงในส่วนของจิตใจ โดยเห็นว่าปัญหาดังกล่าวเกิดจากวัฒนธรรมองค์กรที่ทำให้รู้สึกต้องทำ ซึ่งความจริงแล้วเมื่อบริหารจัดการให้งานเกิดศักยภาพจะสามารถลดปัญหาเหล่านี้ได้ โดยผู้เขียนอธิบายถึงการให้ความสำคัญกับ “กระแสของความก้าวหน้าตามหลักเหตุผล” ว่าเป็นแนวทางการพิจารณาตามหลักตรรกะโดยไม่จำเป็นต้องอุทิศตนอย่างเสียสละเพื่อจะก้าวหน้า ผู้เขียนลำดับทฤษฎีตามระดับตำแหน่งงานไว้ 5 ระดับ 1) พนักงานทั่วไป
2) ผู้รับผิดชอบ/หัวหน้าทีม 3) ผู้จัดการ 4) หัวหน้าฝ่าย และ 5) กรรมการบริหาร

Online Marketing Communications to Support Student Application Decisions of Vocational Education Students: A Case Study of a Private College In the Bangkok Yai area Bangkok

ปราณี วิเศษสุข; Decha Lo Chansiri Silpa — Wed, 25 Dec 2024 00:00:00 +0700

The purposes of this research are 1) To study online marketing communications to support vocational students' decision to apply for study. Case study of a private college 2) to use the research results as recommendations for online marketing communication guidelines of case study institutions. This research is a mixed methods research. sample group Vocational level students who apply to study through public relations, online marketing communications, in the academic year 2022, only the Vocational Certificate level (Vocational Certificate), year 1, who fill out an online application in the amount of 300 people. The research tools used were questionnaires for data analysis, percentages, and chi-square statistics.

The results of the research found that the overall opinions of the respondents on online marketing communication emphasized the completeness of the information (87.67%), the variety of online media use (83.00%), and the fast response to online questions (82.78%), respectively. The opinions of the respondents emphasized the decision-making of vocational students to apply for enrollment (80.93%). Considering each item, it was found that the students were satisfied with the location of the college. And students were satisfied with the college personnel at 83.67 percent and the relationship between online marketing communication that is linked to the decision to apply for study of vocational students found that = (4, n = 300) = 5.056, p = 0.281, p value greater than .05. There is not enough evidence to accept that online marketing communication and the decision to apply for study of vocational students have a statistical relationship with p value>.05. This is because the reputation and quality of the college in the case study builds confidence among students and parents, causing them to be interested before communicating with online marketing in order to know complete information. Make students and parents decide to apply to study.

Factors Affecting the Use of Elderly Care Staff Dispatchcenter Services In Bangkok

ploythip wongwean; Narong Tomcharoen — Wed, 25 Dec 2024 00:00:00 +0700

The objectives of this research are to compare factors influencing the decision to use the service of the elderly care staff dispatch center. and to compare the factors that influence the decision to use the service of the center to send care staff for the elderly. In Bangkok. The research model is quantitative, using a survey research method with data collection via an online questionnaire. The sample group consists of Thai people aged 25 years and over, who have used or are likely to use the services of the center to send staff to care for the elderly in the future. The sample population consisted of 425 people living in the Bangkok area and collect data using questionnaires which uses data analysis to test hypotheses using inferential statistics, consisting of One-Way ANOVA (F-Test) and Multiple Regression Analysis.

The research findings revealed that the research findings revealed that demographic factors, particularly age and average monthly income There are different decisions to make in choosing to use the services of the center for sending staff to care for the elderly in Bangkok and marketing mix factors Personnel and process aspects It has an influence on the decision to use the service of the elderly care staff dispatch center in Bangkok at a statistical significance level of 0.05.

Consumers’ Decision to Purchase Syrup Products In The Bangkok Metropolitan Area and Its Vicinity

Suttiporn Intaraban; Chadaporn Teekauttamakorn — Wed, 25 Dec 2024 00:00:00 +0700

This research aims to examine the factors influencing consumer purchasing decisions for syrup products in the Bangkok metropolitan area and its vicinities. The study is quantitative, based on a sample group of 400 individuals residing in Bangkok and surrounding areas who have previously consumed syrup. A questionnaire was used as the research tool, and the sample was selected using (Convenience Sampling). Data were analyzed using descriptive statistics, including frequency distribution, percentage, and standard deviation. Hypothesis testing was conducted through Independent (t-Tests), One-Way Analysis of Variance (ANOVA: F-Test), and Multiple Linear Regression.

The results showed that the majority of respondents were female, aged between 31-40, single, holding a bachelor's degree or equivalent, employed in private companies, and earning an average income of 20,001-30,000 baht. Additionally, the study found that differences in demographic factors did not significantly impact syrup purchasing decisions. However, the marketing mix factor related to promotional activities had a statistically significant effect on consumer purchasing decisions for syrup products in Bangkok and its surrounding areas at a significance level of 0.05. This can be attributed to consumers receiving promotional information through both online and offline media, as well as through product displays at major events and corporate social responsibility activities.

The Association between Altman Z-Score and Stock Price Volatility During the Covid-19 Pandemic

Noppaworn Sawatwutthiphong; Wannee Taechoyotin — Wed, 25 Dec 2024 00:00:00 +0700

The purpose of this study is to examine whether Altman Z-Score model proven to be able to separate firms with high bankruptcy risk from firms with strong financial positions can predict stock price volatility during Covid-19 pandemic. This study selects only service firms listed on the Stock Exchange of Thailand because these firms were negatively affected by the Covid-19 pandemic. Samples are divided into two groups i.e. high bankruptcy risk group and low bankruptcy risk group as suggested by Altman
Z-Score, then annual stock price volatility during the year 2020 of the two groups are compared using paired sample T-test and regression analysis. The results show empirical evidence that the high bankruptcy risk group has statistically significantly higher stock price volatility than the low bankruptcy risk group. The return on equity (ROE) of the two groups are statistically different, that is the high bankruptcy risk group has a negative ROE while the low bankruptcy risk group has a positive ROE. Moreover, during Covid-19 pandemic which represents uncertain circumstances, investors seem to put more emphasis on firms’ liquidity and solvency than profitability.

Digital Marketing Management for Local Coffee Identity and Ready-to-Drink Coffee Blossom of Nam Nao Arabica Community Enterprise Phetchabun

Parichat Chaunrakthum, Chantana Papattha, Warunya Somsiri, Suree Niamsakul — Wed, 25 Dec 2024 00:00:00 +0700

The research aimed to study the digital marketing management of local coffee and ready-to-drink coffee flower products from the Namnao Arabica community enterprise. It was a qualitative study conducted through structured in-depth interviews with nine representatives from the Namnao Arabica community enterprise.

The research findings revealed that the strategic indirect marketing management for the coffee and ready-to-drink coffee flower products of the Namnao Arabica community enterprise included the establishment of a Facebook page named Namnao Arabica Coffee. They began to promote news, activities, knowledge from the research results, posters, videos, and e-books to help support the marketing of the products during the initial phase.

Essential Skills for Organizational Leaders in the New Era

teetut tresirichod; Nhatphaphat Juicharoen — Wed, 25 Dec 2024 00:00:00 +0700

In today's rapidly changing and complex era, organizational leaders need a diverse set of skills to address new challenges and opportunities. This article presents and analyzes the essential skills that leaders in the new era should develop. These include strategic thinking, digital literacy, adaptability, cultural intelligence, resilience, collaboration and relationship building, innovation and creativity, effective communication, emotional intelligence, and data literacy. Developing these skills is an ongoing process that requires commitment and consistent practice. The approaches to development include continuous self-assessment, lifelong learning, receiving feedback and reflection, practical application in real situations, and working with mentors and coaches.

Moreover, the article discusses the importance of being a change leader, fostering resilience within the team, resolving conflicts, and building strong relationships, which are crucial components of effective leadership in the modern era. Leaders who can develop and apply these skills will have a competitive advantage in guiding their organizations to success in a rapidly changing business environment. Investing in the development of these skills benefits not only the leaders themselves but also positively impacts the organization as a whole in facing new challenges and opportunities. The article concludes that continuous leadership skill development is essential for future organizational success.