THE CHANGE MANAGEMENT PATTERN TO ENHANCE POTENTIALITY OF AN EXPORT BUSINESS IN THAILAND FOR EXPANSION OF ASEAN ECONOMIC COMMUNITY
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Abstract
This research aims to study 1) external environment factors and marketing mix factors that affect the change management pattern in order to enhance potentiality of competitive ability export business in the future at the lower northeastern Thailand for expansion of Asean Economic Community (AEC) and 2) external environment factors and marketing mix factors that affect the change management pattern in order to enhance potentiality of economic structure adjustment supported an export business in the future at the lower northeastern Thailand for expansion of Asian Economic Community (AEC). Population is the authorized entrepreneurs by Department of Business Development, Ministry of Commerce, at provinces of the lower northeastern Thailand such as UbonRatchathani, Srisaket, Surin, and Buriram. The sampling is 346 entrepreneurs. Questionnaires are used for this research and reliability is 0.988. Moreover, statistics for testing hypotheses is multiple regression analysis. Results of this research indicate that 1) technologies, marketing promotion, society and culture, and market place affect for enhancing competitive ability, 2) economy, products, technologies, marketing promotion, and government policies affect economic structure modification supported an export business in the future.
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