Strategic Engagement of Stakeholders in Brand Building Competitive Advantage of the Office of Vocational Education Commission

Abstract

This research aims to 1) study the strategies of the Vocational Education Commission  2) study and analyze the internal and external environment of the Office of Vocational Education Commission  3) study the competitive advantage for the branding of the Office of Vocational Education Commission, and 4) present a strategy for stakeholder engagement in brand building of the Office of Vocational Education Commission to create a competitive advantage. The mixed method research design was employed. Overall the research procedures were divided into two phases.  Phase I the quantitative research method to verify the opinion of four hundred and twenty-six stakeholders of vocational education institutes by questionnaire. The data received were analyzed by means of percentage, means, and standard deviation. The findings were used to compose in-depth interview questions for Phase II qualitative research.  Phase II   The qualitative research was conducted using the in-depth interviews of eleven key informants. The research results provided positive images and leadership in producing capable human resource to the workplace for Thailand 4.0. Lastly, the researcher presented six strategies for stakeholder engagement in brand building for the Office of Vocational Education Commission to create a competitive advantage.