พลวัตของการบริหารจัดการผู้ประกอบการไทยในยุคการทำงานแบบ Remote/Hybrid

Khemjinan Terdtoonkanka

Authors

Khemjinan Terdtoonkanka -

Keywords:

Remote Work , Hybrid Work , Dynamic Capabilities

Abstract

This study aims to examine the dynamic management practices of Thai entrepreneurs in the context of Remote Work and Hybrid Work, with a particular focus on identifying the underlying causal mechanisms linking organizational adaptation to performance and innovation outcomes. Grounded in the Dynamic Capabilities Theory, this qualitative research addresses a critical gap in the literature concerning mechanism-based explanations in evolving work environments. Data were collected from 10 key informants, including experts, SME entrepreneurs, and academics, using purposive sampling and semi-structured interviews. The data were analyzed through content analysis combined with thematic analysis to systematically identify patterns, relationships, and adaptive mechanisms.

The findings reveal a three-layered adaptive mechanism. First, the work design mechanism demonstrates how digital technologies enable coordination, flexibility, and continuity in Remote/Hybrid settings. Second, the managerial and cultural mechanism indicates that strategic communication, clearly defined KPIs, and continuous digital skill development function as key drivers of organizational alignment. Third, the performance mechanism reveals causal linkages between these adaptations and improved operational efficiency, organizational flexibility, innovation capability, and sustainable business growth. The study contributes to the literature by extending Dynamic Capabilities Theory through a mechanism-based perspective in the context of modern work arrangements. It proposes a “Dynamic Management Model for the Remote/Hybrid Era,” which explicates causal relationships and offers a practical strategic framework for enhancing organizational adaptability, resilience, and competitiveness in the digital age.

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