Strategic Development for Enhancing the Competitiveness of Riceberry Entrepreneurs in Suphanburi Province
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Abstract
This research aimed to 1) analyze the level of competitiveness and strategic factors, 2) test the influence of strategic factors on competitiveness, and 3) propose development strategies for Riceberry entrepreneurs in Suphanburi Province. A mixed-methods approach was employed. The quantitative sample consisted of 150 entrepreneurs, with data collected via a questionnaire with high validity (IOC 0.67-1.00) and reliability (α=0.89), analyzed using descriptive statistics, correlation, and multiple regression. Qualitative data were gathered through in-depth interviews with 15 key informants and analyzed using content analysis. Quantitative results revealed a moderate level of competitiveness (Mean=3.45). The product quality factor had the highest mean score (4.02), followed by branding (3.68) and online marketing (3.51). These three factors collectively predicted 68.1% of the variance in competitiveness, with branding having the strongest influence (Beta=.412). Qualitative findings identified six key strategic dimensions, leading to the development of the integrated
"S-SUPHAN Model" framework, comprising Strong Branding, Sustainable Quality, Utilization of Online Platforms, Promotion of Networks, Adoption of Innovation, and National Value Chain Linkage.
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