OPERATIONALIZING THE BIO-CIRCULAR-GREEN MODEL: THE “BCG 3V STRATEGY” FOR SUSTAINABLE COMPETITIVENESS IN THE THAI COSMETICS INDUSTRY
DOI:
https://doi.org/10.14456/aisr.2025.42Keywords:
Bio-Circular-Green Economy, Strategic Management Framework, Cosmetics Manufacturing Industry, Mixed-Methods Research, Sustainable CompetitivenessAbstract
The Bio-Circular-Green (BCG) economy represents a pivotal national agenda for Thailand, yet a critical disconnect remains between policy ambition and practical implementation within the cosmetics manufacturing sector. This study addresses this gap by developing a strategic management framework tailored for industry adaptation. Employing a robust mixed-methods design, the research integrates Ethnographic Delphi Futures Research (EDFR) to synthesize expert consensus, followed by the Analytic Hierarchy Process (AHP) to prioritize key success factors hierarchically. The investigation identifies nine essential strategic components, with empirical results highlighting Cost Management and Proactive Leadership as the paramount drivers for successful BCG adoption. Synthesizing these priorities, the study introduces the "BCG 3V Strategy" framework—encompassing Vision, Value Chain, and Value Creation—as a novel mechanism to bridge the policy-practice divide. This framework provides a pragmatic roadmap for firms, particularly SMEs, to transition from cost-burdened compliance to value-driven sustainability through innovation alliances and smart manufacturing. The findings offer actionable insights for policymakers and managers, demonstrating how strategic alignment can transform environmental constraints into competitive advantages, thereby fostering resilience and sustainable growth in the global marketplace.
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Copyright (c) 2025 Boonchai PANICHAKARN, Pisamai JARUJITTIPANT, Pitak SIRIWONG
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