THE ORGANIZATIONAL MANAGEMENT MODEL FOR INCREASING THE POTENTIAL OPERATION CASE STUDY OF HERBAL PRODUCT (NON-FOOD) OTOP COMMUNITY ENTERPRISES IN SOUTHERN THAILAND
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Abstract
This study on the Organizational Management Model for Increasing the Potential Operations of Herbal Product (Non-Food) OTOP Community Enterprises in Southern Thailand has two objectives: 1) to study organizational management model of herbal product (Non-Food) OTOP community enterprises in Southern Thailand, and 2) to study the entrepreneurial traits of entrepreneurs that produce herbal products (Non-Food) in Southern Thailand. The research methodology was qualitative. The data collection was done by in-depth interviews with key informants who were representatives from OTOP community enterprises which produced herbal product (Non-Food) at the four stars and five stars level in OTOP rating system. In-depth interviews were performed the data were saturated were consistent in the answers. There were 28 interviews. After that, the focus group interview with eight key informants was conducted and was analyzed by content analysis.
According to the research findings, for a good organizational management model, the entrepreneurs should define a clear organizational structure with roles, responsibilities and work distribution the organization should set up organize strategy and business plan. They should focus on participative management as well as monitoring the group members to follow the rules of the community enterprises. There should be an effective communication and clear assignments. Besides, all groups’ members must have a shared value. Moreover, the most important component of a good organizational management is having necessary skills; such as purchasing, production, delivery, marketing, accounting, budget management, knowledge sharing and human resource management.
In terms of the desirable traits of entrepreneurs that produce herbal products (Non-Food) in Southern Thailand, they should have strong leadership, be responsible to community, emphasize on good management. Furthermore, the study showed that group leaders and organizational culture were the main factors that influenced on the competency of operating the OTOP community enterprises in Southern Thailand.
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