A Causal Factors model of Strategic Information Technology Together with Competitive Advantage Strategy Affecting to The Franchise Business Success in Thailand
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Abstract
The purpose of this study was to study the influence of strategic information technology-oriented management by passing on competitive advantage strategies that affect the operational success of franchise businesses in Thailand. The sample for the study consists of 175 executives, including managers and business owners. The data will be analyzed using descriptive statistics, multiple regression equations, and structural equation models. The test results show that a strategic focus on information technology has a positive impact on strategy, competitive advantage, and operational success. Management focused on strategic information technology has a positive impact on operational success by passing on strategies for competitive advantage. Interestingly, the greatest impact on the operational success of franchise businesses in Thailand is the ability to exchange technology knowledge, followed by a focus on technology development and innovation. The resilience of the information technology infrastructure and the ability to respond rapidly demonstrate that franchise businesses prioritize the exchange of knowledge, the development of technology, and innovation, as well as competitive advantage strategies that emphasize quick response, cost leadership, and niche market focus. Tests have indicated that modern franchise businesses rely on strategic information technology to achieve their goals and maintain a competitive advantage.
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