Driving Thailand’s Exports During the COVID-19 Crisis

Abstract

This study was a qualitative study that looked at documentary information and in-depth interviews. The Content Analysis method was analyzed with 3 objectives: (1) to study the impact of the Coronavirus Disease 2019 (COVID-19) crisis on Thai exports during the year 2020 to the first quarter of 2022. (2) To study leadership and methods to drive the Thai export sector through the crisis, and (3) to study ways to adjust the Thai export sector after the crisis. The researcher uses the theory of international trade, leadership, crisis management and innovative thinking in the context of modern trade.

The results showed that 1) From the spread of the Coronavirus Disease 2019 (COVID-19), it was found that Thai exports were affected both directly and indirectly due to the disruption of the logistics system, a slowdown in supply demand, and a stumbling block in the manufacturing sector. 2) Leadership and how to drive the Thai export sector, it was found that leadership is an important factor that drives the export sector to grow. The outstanding leadership of the Ministry of Commerce found the leader of innovation, crisis management leader, integrated transformation leader, and crisis communication leader. The practices of the Ministry of Commerce were found such as setting up an Online Warroom to communicate with the private sector to solve urgent problems through the meeting of the joint public-private committee to develop and solve economic problems, adjusting strategies to seek opportunities through online business matching and hybrid activities. 3) Adjustment of the Thai export sector after the crisis, it was found that the private sector accelerated adjustments in various areas as follows e.g., emphasis on the use of digital technology, innovation and creativity to increase business value. The organization is ready to focus on future issues such as SDG / BCG / Megatrends / Zero Carbon to overcome trade barriers, etc.