SUCCESS FACTORS FOR INTERNATIONAL TRADE OF THAI ENTREPRENEURS IN THE DIGITAL TRANSFORMATION ERA

Abstract

Abstract— As the global business landscape undergoes profound shifts in the Digital Transformation Era, Thai entrepreneurs engaging in international trade face a spectrum of challenges and opportunities. This study investigates the critical success factors shaping the outcomes of Thai entrepreneurs in the dynamic interplay of globalization and digital evolution. Through a comprehensive mixed-methods approach, blending quantitative surveys and qualitative in-depth interviews, the research illuminates the nuanced dimensions of success. Quantitative findings, derived from a diverse sample of Thai entrepreneurs, underscore the pivotal role of digital technologies in international trade success. Entrepreneurs emphasizing e-commerce proficiency and data-driven decision-making consistently report heightened satisfaction in their global ventures. Complementary qualitative insights reveal the intricate dance of cross-cultural competencies and the imperative of agile business model innovation in response to the ever-evolving global marketplace. These findings and recommendations serve as a compass for entrepreneurs, policymakers, and industry stakeholders seeking not only to survive but to thrive in the rapidly evolving and interconnected world of international trade.