Adaptationand Development in Thai Community Enterprises during the COVID-19 Crisis
Main Article Content
Abstract
One of the sectors in Thailand most impacted by the COVID-19 pandemic is the entrepreneurial sector, especially community enterprises,that need to constantly adapt and develop for survival. This article presents case studies of adaptation and self-improvement in six community enterprises during the COVID-19 pandemic. An Adaptation and Development Model of Community Enterprise throughout Covid-19 is proposed, which consists of 1)online marketing 2) the creation of new products to
meet the needs of new customers 3) the expansion of marketing channels, and 4) knowledge development. The new concept of 4Cs marketing, focusing on the consumers‟ perspective, is proposed as community enterprisestrategies. Additionally, innovation and knowledge management, are also important in the knowledge development of community enterprises.
Downloads
Metrics
Article Details
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
