Journal of Innovative Management and Business Administration

Strategic Management

2024-10-28T09:19:13+07:00

The book "Strategic Management" by Assistant Professor Dr. Nattaphan Kecharanan is designed to provide knowledge and systematic guidance for organizational development, based on Charles Darwin's theory of evolution, which emphasizes the importance of adaptation and survival in rapidly changing environments. The content presented in this book includes an analysis of various components that influence business operations, such as the assessment of both internal and external organizational environments, the establishment of vision and mission statements, the formulation of strategies, and the evaluation of performance.

One of the book's strengths lies in its use of case studies and real-world experiences from the business sector, which enables readers to understand how to present and apply strategies effectively in different situations. Furthermore, the author emphasizes the significance of continuous learning and personal development to effectively respond to market changes.

Therefore, this book serves as an invaluable resource for those interested in enhancing their knowledge of management, particularly in an era characterized by rapid and unpredictable changes in the business landscape.

Vehicle Routing by Using a Savings Algorithm, A Case Study of ABC Construction Material Store

2024-10-25T13:35:04+07:00

The primary objectives of this research are as follows. 1) To apply a savings heuristic algorithm to optimize the delivery routes for ABC Construction Materials. 2) To compare the performance of the traditional routing method with the optimized routes obtained using the savings heuristic algorithm in the context of ABC Construction Materials. A qualitative research approach was employed, using a sample population of 1 manager, 3 clerical staff, and 10 six-wheel truck drivers from ABC construction material store. Group interviews using a structured interview method were conducted, where a complete set of questions covering the desired topics was prepared. The collected data was then analyzed using a savings heuristic algorithm, and a comparison was made between the old and new methods.

The research findings revealed that the traditional route planning for goods transportation used a total distance of 2,559 kilometers and consumed a total fuel cost of 89,411.46 baht. However, when applying a savings heuristic algorithm to optimize the delivery routes for 20 customers, divided into 10 pairs of routes, the total distance decreased to 2,333 kilometers, a reduction of 226 kilometers or 8.83%. The total fuel cost was reduced to 73,094.48 baht per trip, a decrease of 16,316.98 baht per trip or 18.25%. This demonstrated the ability to shorten the transportation distance, resulting in lower fuel costs and consequently increased profits for the operators. These results align with the research hypothesis.

The Factors Affecting the Intention to Revisit Mor Lam Concert Among LGBTQ Tourists in Khonkaen Province

2024-10-25T18:26:49+07:00

The research on the factors affecting the intention to revisit Mor Lam concert among LGBTQ tourists in Khon Kaen Province aims to 1) examine the behavior of LGBTQ tourists in Khon Kaen Province; 2) analyze the motivational factors in the intention to return to Mor Lam concert. This study is quantitative research, collecting data from 400 LGBTQ tourists in Khon Kaen Province, selected for the study by purposive sampling. Data analysis was done using descriptive statistics and inferential statistics. The study found that 127 of the sampled LGBTQ tourists (31.8%) would attend the Mor Lam concerts whenever they had a chance. The motivational factors in the intention to return to Mor Lam concerts were found to be at the highest level, with an average score of 4.25, and behavioral intention to return to Mor Lam concerts was found to be at the highest level, with an average score of 4.31. Stepwise multiple regression analysis showed that the pushing factor was a desire to escape the monotony and the pulling factors were price, cost-effectiveness, image and reputation of the Mor Lam bands, convenience in going to the concert, and cultural attractiveness of the performance, all of which affected the intention to return to Mor Lam concert among the LGBTQ tourists in Khon Kaen Province with a statistical significance of 0.05.

The Factors Affecting Brand Awareness of Mr. D.I.Y in Thailand

2024-11-20T12:13:19+07:00

The purposes of this study were: 1) to study the level of respondents’ opinions on customer engagement, brand attitude, brand exposure, electronic word-of-mouth communication, and brand awareness, 2) to study the influence of customer engagement, brand attitude, and brand exposure on electronic word-of-mouth communication and 3) to study the influence of electronic word-of-mouth communication on brand awareness. The questionnaires were collected between May and June 2024, and the research follows a quantitative research was conducted using primary data. The sample consisted of 400 customers of Mr. D.I.Y. who had experience in purchasing products and using services from the store. They were selected by purposive sampling and convenience sampling. Data were collected using a questionnaire. Data were analyzed using descriptive statistics, including frequency distribution, percentage, standard deviation, and Pearson correlation coefficient, and regression analysis.

The results of the research found that: 1) The respondents' opinions regarding customer engagement, brand attitude, brand acceptance, electronic word-of-mouth communication, and brand awareness were all at a high level. 2) Hypothesis testing revealed that customer engagement, brand attitude, and brand acceptance had a positive and statistically significant influence on electronic word-of-mouth communication at the .01 level. 3) Electronic word-of-mouth communication had a positive and statistically significant influence on brand awareness at the .01 level.

The Decision to Purchase Women's Fashion Clothing Through the TikTok Application: A Case Study of Women Aged 18-25 Years

2024-12-04T08:23:01+07:00

The purposes of this study were: 1) to compare the decision-making process for purchasing women's fashion clothing via the TikTok application, segmented by demographic factors., 2) to compare the decision-making process for purchasing women's fashion clothing via the TikTok application, segmented by consumer behavior factors. and (3) to study the marketing mix factors that influence the decision-making process for purchasing women's fashion clothing via the TikTok application. This quantitative study investigates the impact of the marketing mix on purchasing decisions for women’s fashion clothing through the TikTok application among women aged 18-25. A convenience sample of 400 respondents with prior purchasing experience was surveyed. Data collection was conducted using questionnaires, and the data analysis included frequency, percentage, mean, standard deviation, one-way ANOVA, and multiple regression analysis

The results of the research found that the marketing mix specifically price, process, and physical environment significantly influences purchasing decisions at a 0.01 level of statistical significance, while other factors showed no significant difference.

The The Impact of Social Media Influencers on Gen Z's Online Fast-Fashion Purchasing Decisions in Ho Chi Minh City, Vietnam

2024-12-12T10:54:21+07:00

This study examines the impact of Social Media Influencers (SMIs) on Generation Z's online fast-fashion shopping behavior. Generation Z, known as digitally native consumers, represents a crucial segment with significant influence on the online retail market. The research investigates three core characteristics of SMIs—trustworthiness, expertise, and attractiveness—and the mediating roles of brand awareness and electronic eword-of-mouth (eWOM) in shaping purchasing decisions.

Employing secondary data research, this study develops a conceptual model to explore the relationships between these variables. By synthesizing existing theoretical frameworks and empirical findings, the study identifies actionable insights to help fast-fashion businesses optimize influencer marketing strategies for better engagement with Gen Z. This research provides meaningful contributions to the academic understanding of influencer marketing and offers practical applications for industry professionals.