COMMUNITY-BASED ENTERPRISE MANAGEMENT BASED ON GOOD GOVERNANCE TO ENHANCE THAI HERBAL PRODUCTS IN PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

This research article aimed to 1. study the general conditions and success factors in the management of community enterprises related to Thai herbs based on the principles of good governance in Phra Nakhon Si Ayutthaya Province, 2. analyze the components of managing community enterprises in Thai herbal businesses under the good governance framework integrated with Buddhist principles to foster collaboration in product development, and 3. propose models and best practices for managing community enterprises to upgrade Thai herbal products. The research employed a participatory action research (PAR) design. The informants included 40 participants comprising community enterprise leaders, government officials, private sector representatives, local residents, and academics. The research instruments were semi-structured interviews, focus group discussions, workshops, and participatory observation. Data were analyzed using content analysis.

The research findings revealed that Phra Nakhon Si Ayutthaya Province possesses strong potential in Thai herbal resources, rooted in local wisdom and natural resources. The management practices demonstrated transparency and participation, which contributed to improving quality of life and generating income. SWOT analysis indicated that the success factors included: 1. organizational aspects leadership, participation, organizational culture, and human capital; 2. product aspects diversity, safety, and unique identity from local herbs; 3. marketing aspects storytelling of local wisdom, promotion through OTOP channels, and responsiveness to consumer needs; and 4. enterprise management aspects entrepreneurial spirit and social responsibility. The key management components were identified as the 4M principle, good governance, and the Sappurisa Dhamma 7 (the seven virtues of a good person). The synthesis produced three management models: 1. network integration between the private sector and community, 2. governance management integrated with Sappurisa Dhamma 7, and 3. context-based participatory management using a bottom-up approach. The best practices emphasized the principles of good governance, including the rule of law, morality, transparency, participation, accountability, and cost-effectiveness.