ANALYTIC HIERACHY PROCESS OF 7’S INDEX IN DIGITAL INNOVATION MARKETING OF LEADING TECHNOLOGY ORGANIZATIONS INTO THE METAVERSE
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Abstract
This quantitative research focuses objectively on the analytic hierarchy of 7’s index process in search of marketing management excellence indicators in the Metaverse of leading technology organizations in Thailand. A questionnaire was used as a tool for research data collection, and the statistics used for data analysis were PAWS version 18.0 and the AHP Online System (AHP-OS). The research findings indicated that the top five marketing management excellence indices for leading technology organizations to the Metaverse were the following factors: the structure of the organization (l = 0.405); staff (l = 0.205); strategy (l = 0.196); skill (l = 0.096); and style (l = 0.043). Five excellent factors of digital innovation were sustainable growth (l = 0.128); human resource development (l = 0.112); brand strength (l = 0.110); new creative innovation development (l = 0.085); and green technology (l = 0.072) respectively. The research results highlight the advantages and value benefits of marketing activity, adopting Metaverse for future growth. In addition, the methodology and results of this study are expected to provide insight into the success of Metaverse’s transformation to thrive in increasing competition.
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