Influential Factors on Business Operation Sustainability of Entrepreneurs

Abstract

The purpose of his study is to determine the factors that influence the sustainability of entrepreneurial business operations in the Lower Northeastern Area of Thailand, across varies industries. We followed the marketing mix (5P) model exploring product perspective, price perspective, distribution channel, promotion perspective and people perspective and their influence on entrepreneurial business operations sustainability. There was a strong emphasize on the quality and quantity of products provided as well as uniqueness of the products and services developed by the entrepreneurs. Price was less important as long as it was competitive. Location was the most important factor when it came to distribution channel especially for service businesses. Online businesses were slowly developing. Customers preferred brick and mortar family businesses with knowledgeable and friendly entrepreneurs who are service oriented. People make the difference in the sustainability of entrepreneurial operations.

Hallyu in the Heart of Europe: The rise of the Korean Wave in the digital space

“…This is reinforced by FOMO and peer pressure, as the fan may feel that purchase is also necessary to show commitment and loyalty (Kim et al, 2018;Nurani & Sobari, 2022). Findings about the positive influence of fandom involvement and media activity is supported by Suvittawat (2022) because through media posts and comments fans not only inform each other but also recommend idol-related products, thereby increasing peer pressure and fear of missing out.…”

“…Kim et al (2018) also found a positive significant relationship between repurchase intention and the intensity of fandom activities in Korea. Suvittawat (2022) detected characteristics of purchasing of products endorsed by K-pop artists among Thai fans. In the latter study it was also mentioned that fans not only buy these products but also recommend purchases to each other, something which -combined with peer pressure in fandoms -may result high level of purchase intention toward K-pop and K-drama related goods.…”

“…Prediction of actual purchase behaviour of idol goods, idol-collaborated products (Kim et al, 2018;Nurani & Sobari, 2022), services related to Korean culture such as cuisine, language, skin care techniques (Suvittawat, 2022;Nahm and Jung, 2016).…”

“…Previous studies have documented many aspects of K-pop fans' behaviour. Kim et al (2018) describes what products K-pop fans are interested in; Suvittawat (2022) explains how expectations, loyalty, and satisfaction influence their purchase intentions; Nurani and Sobari (2022) report on the brand and advertisement attitudes of K-pop lovers; and the effect of FOMO (Fear Of Missing Out) on fans has been identified by Novalika and Kartasasmita (2021), Ananda and Windah (2021) and Gracella et al (2021). While all these studies provide relevant information, no integrative model has yet been produced that summarises the factors influencing fans' purchases.…”

The Dynamics of Cognition Process of Micro, Small, and Medium Enterprises (MSMEs)

“…Endris and Kassegn, (2022) have studied MSMEs in some parts of Africa while Panigrahi and Rao, (2018) have studied the cognition with respect to supply chain processes of Micro, Small and Medium Enterprises in India. Sustainability for MSMEs has been studied in Phillipines Badoc-Gonzales et al, (2021, Thailand (Amornkitvikai et al, 2022Mongkol, 2022;Suvittawat, 2022), Tanzania (Eijdenberg, 2019), Indonesia (Gunawan, & Cahayani, 2022: Purba et al, 2021, Ethopia (Tekola & Gidey, 2019) and Vietnam (Truong, 2022) besides India (Agarwal et al, 2023;Khurana et al, 2019). Fassin et al (2015) has reported the cognition process of Micro, Small and Medium Enterprises owner-managers' from six countries in Europe Keeping Corporate Social Responsibility and sustainability at the core, they report customs, linguistic variable and dissemination of knowledge as factors.…”