Developing Entrepreneurial Capacity of the "Baan Suan Phan Phak" Community Enterprise Learning Center Based on the Sufficiency Economy Philosophy to Enhance Market Competitiveness

Abstract

Background and Objectives: This research and development study aimed to: (1) develop the entrepreneurial capacity of the “Baan Suan Phan Phak” Community Enterprise Learning Center, based on the Sufficiency Economy Philosophy, to enhance its market competitiveness; and (2) evaluate the outcomes and synthesize lessons learned from the entrepreneurial capacity development process to enhance market competitiveness.
Methods: The study employed a mixed-methods research and development design. The qualitative target group consisted of 25 participants, including 5 government representatives selected through purposive and snowball sampling and 20 community representatives selected through purposive sampling. For the quantitative component, a census study was conducted among all 20 active members of the community enterprise. The research instruments included in-depth interview protocols, participant observation, and a rating scale based on the Bamboo Ladder Technique. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using mean scores (X̅).
Results: Prior to the development intervention, the community enterprise faced limitations in market competitiveness, including a restricted number of distribution channels (1–2 channels), limited use of digital media for marketing and customer communication, and insufficiently systematic production planning and coordination. The development process involved hands-on workshops in digital marketing and enterprise management, focusing on strengthening entrepreneurial capacity according to the KSA Model, comprising Knowledge, Skills, and Attitudes. Following the intervention, members demonstrated improved knowledge of digital marketing, content creation, and online communication; enhanced skills in creating and managing Facebook Pages and LINE Official Accounts (LINE OA), taking product photographs using smartphones, and collaboratively planning and scheduling production activities; and increased confidence in using online systems and systematic teamwork. The number of distribution channels increased from 1–2 to 4–5 channels, while Facebook Page followers increased by an average of 15% within two months. The customer base also expanded to Bangkok and Phra Nakhon Si Ayutthaya Province. Evaluation using the Bamboo Ladder Technique indicated that overall entrepreneurial capacity increased from the past level (X̅ = 2.98) to the present level (X̅ = 6.40), with the expected future level reaching X̅ = 8.32 within the next two years. The greatest improvement was observed in skills related to establishing and managing online media, which increased by 4.30 points.
Application of this study: The study generated a “Digital Transformation Model Grounded in the Sufficiency Economy Philosophy,” which integrates digital innovation as a mechanism for strengthening resilience, enhancing adaptive capacity, expanding market channels, and supporting the sustainable improvement of market competitiveness among community enterprises. The model can be applied to strengthen entrepreneurial capacity and support digital transformation among community enterprises with similar contexts.
Conclusions: The development process effectively strengthened the entrepreneurial capacity of the “Baan Suan Phan Phak” Community Enterprise Learning Center, particularly in digital marketing and online media management. Integrating the Sufficiency Economy Philosophy with digital transformation can enhance market access, adaptive capacity, and organizational resilience, thereby contributing to the sustainable development of market competitiveness among community enterprises.