Creating business value for Generation Y business people

Abstract

This research is a qualitative research using in-depth interviews, purposive selection, and the study area within Bangkok. The concept and theory of business value creation are used in the research. The research instruments are in-depth interviews and observation. Data collection from interviews and documents, data analysis, and content analysis are the objectives: 1. to study the business value creation of Generation Y businessmen, 2. to study the supporting factors for Generation Y businessmen, and 3. to study the guidelines for Generation Y businessmen to be successful. From key informants, 16 Generation Y businessmen, divided into 13 business groups as follows: 1. Consumer goods export business 2. Restaurant and beverage business 3. IT business 4. Bitcoin and real estate investors 5. Car color changing business 6. Imported furniture distribution business 7. International freight business 8. Department store rental business 9. Construction material wholesale business 10. Nationwide freight business 11. Franchise business 12. Hotel business 13. Aluminum production and distribution business The study results according to objective 1. Business value creation of Generation Y businessmen found that there was value creation in 4 areas as follows: 1. Product and service value 2. Customer experience value 3. Organizational and operational value and 4. Social and environmental value. The study results according to objective 2. Supporting factors for Generation Y businessmen found that “capital” is a supporting factor for business, divided into 4 types as follows: 1. Economic capital 2. Cultural capital 3. Symbolic capital and 4. Social capital and the results of the study 3. Guidelines for Generation Y businessmen to be successful found that there are 9 guidelines for running a business to be successful as follows: 1. Using technology to create benefits 2. Paying attention to brand values and social responsibility 3. Creating good experiences for customers 4. Thinking creatively and creating innovation 5. Building networks and business partnerships 6. Continuous learning and adaptation 7. Creating a balance between life and work 8. Making use of social media 9. Creating a sustainable business.