STRATEGIC INNOVATION MANAGEMENT FOR TRANSITIONING GAS STATIONS TO THE ERA OF ELECTRIC VEHICLES
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Abstract
This research aimed to study strategic management in the transition of gas stations to the electric vehicle era in Thailand. The objectives were to analyze the management conditions and environment of gas stations during this transition and to design strategic management innovations. Data were collected from nine provinces in the northern region of Thailand. The research employed a qualitative approach, gathering data through semi-structured in-depth interviews. The study found that government policies significantly influenced the adoption of electric vehicles and the development of supporting infrastructure. The research proposed six key strategies, including service and infrastructure development, partnership and collaboration building, technology and personnel development, leveraging experience and location, adaptation and marketing, and risk and security management, along with 12 sub-strategies. These strategies aim to help gas stations adapt to a changing market and new technologies. Key strategies included diversifying services, investing in electric infrastructure, reducing dependence on oil revenue, and expanding services to meet new demands. Furthermore, the research emphasized building partnerships and collaborations with suppliers and stakeholders. The strategic management framework developed in this study provided comprehensive guidance for gas stations to adapt to changing market conditions and technological advancements. This research contributed practical information and actionable strategies for stakeholders in the energy sector. Future research should focus on long-term studies to assess the long-term impact of these strategies on business performance and sustainability.
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