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Original Research

THE LEADERSHIP, STRATEGY OF ABILITY TO CREATE INNOVATIONS IN ORGANIZATION, AND COMPETITIVE CAPABILITY OF ENTREPRENEURS AFFECTING THE CREATION OF NEW PRODUCTS IN THE AUTOMOTIVE PARTS INDUSTRY IN THAILAND

SOONTHORN PEERAPITUGKUL 1, TANAPOL KORTANA 2, CHATKAEW HARTRAWUNG 3, and CHOMPOO SAISAMA 4.

Vol 17, No 09 ( 2022 )   |  DOI: 10.5281/zenodo.7066312   |   Author Affiliation: College of Innovation and Management, Suan Sunandha Rajabhat University 1,2,3,4.   |   Licensing: CC 4.0   |   Pg no: 397-405   |   To cite: SOONTHORN PEERAPITUGKUL, et al., (2022). THE LEADERSHIP, STRATEGY OF ABILITY TO CREATE INNOVATIONS IN ORGANIZATION, AND COMPETITIVE CAPABILITY OF ENTREPRENEURS AFFECTING THE CREATION OF NEW PRODUCTS IN THE AUTOMOTIVE PARTS INDUSTRY IN THAILAND. 17(09), 397–405. https://doi.org/10.5281/zenodo.7066312   |   Published on: 09-09-2022

Abstract

The automotive and automotive parts industry is a main industry that is important and can generate income for Thailand continuously. It includes the group of producers of first rank automotive parts, the group of producers of second rank automotive parts, and the other groups. The investment in the automotive parts industry has received pressure from the competitive condition, the slowing down trend of the automotive parts industry due to the slowing down world economy resulting in the production and selling of automotive parts in the trading partner countries having problems, as well as the electric car technology gaining more roles in the car market. The fact that the ordinary automotive parts cannot be used as the parts of electric cars has an impact on the automotive parts industry in Thailand. The objectives of this research are as follows: (1) to study levels of leadership, strategy of ability to create innovations in organization, and competitive capability of entrepreneurs affecting the creation of new products in the automotive parts industry in Thailand; (2) to study the influences of leadership, strategy of ability to create innovations in organization, and competitive capability of entrepreneurs affecting the creation of new products in the automotive parts industry in Thailand; and (3) to develop a model of success in creating new products in the automotive parts industry in Thailand. This study is a mixed-method research involving the quantitative and qualitative research methodologies. In the quantitative study, the research sample consisted of 300 entrepreneurs who produced automotive parts in Thailand, obtained by multi-stage sampling, The sample size was determined based on the criterion of 20 times of the observable variables. A questionnaire was employed as the data-collecting instrument. The data were analyzed using the structural equation modeling analysis. In the qualitative study, the researcher conducted in-depth interviews of target group persons consisting of 15 administrators and experts on production of automotive parts in Thailand. The research findings indicated that (1) leadership, strategy of ability to create innovations in organization, competitive capability of entrepreneurs, and the creation of new products in the automotive parts industry in Thailand were rated at the high level; (2) leadership, strategy of ability to create innovations in organization, and competitive capability of entrepreneurs had influences on the creation of new products in the automotive parts industry in Thailand, which were at the .05 level of statistical significance; and (3) the model of success in creating new products in the automotive parts industry in Thailand, developed by the researcher, was named as CLSS Model (C = Competitiveness of Entrepreneurs, L = Leadership, S = Strategy to Create Innovation, S = Success in Creating New Products). In addition, results of qualitative study indicated that in the creation of new products in the automotive parts industry in Thailand, the entrepreneurs should take into consideration the trends for the needs of the market both domestically and internationally under the progress of modern innovations and technology in the production of automotive parts including the genuine parts, imitative parts, or comparative parts that are of light weigh but durable and have high efficiency. The results of this research can be adjusted to apply as guidelines for formulation of policies concerning the business operation of the automotive parts industry in order to promote the creation of new products in the automotive parts industry in Thailand so that it has the ability to compete in the international market sustainably.


Keywords

Leadership, competitive capability, creation of new products, automotive parts