Digital Transformation to Enhance Enterprise Competitiveness: A Case Study of Food and Beverage Business

Journal article

Authors/Editors

Strategic Research Themes

Publication Details

Author list: Watcharapoj Sapsanguanboon;Wethaya Faijaidee;Preeyakamon Auanguai

Publication year: 2020

Volume number: 14

Issue number: 20

Start page: 25

End page: 44

Number of pages: 20

ISSN: 1906-0254

eISSN: 2539-6250

URL: https://so04.tci-thaijo.org/index.php/KAB/article/view/244950

Abstract

Digital transformation starts with shifting paradigm which consists of the foundation,measurement, operations in various parts and delivery value to consumers. It Deploysqualitative research method using case study of food and beverage business. In-depthinterviews are conducted to collect data from management of case study organizationswho involve with strategy formulation, the operations and the use of digital technology.Content analysis is used to analyze the data from the interview by finding keywords withthe frequency, and use the results to analyze the research results.The result finds out that motivation of digital transformation is the need to increase speed in every process until delivery to the customers. While key success factors of digital transformation are management support for changes allowing organizations to benefit in the data validation conveniently, quickly and with accurate information. There are obstacles in the change occurs are lack of cooperation between the parties, resistance and the lack of necessary skills and abilities of the staff. Therefore, the organization should communicate to the staff to understand and realize the importance of implementing digital technologyincluding human resource development for digital literacy to enable the organization to achieve its goals efficiently and able to compete with other organizations at the international level.

Keywords

ธุรกิจอาหารและเครื่องดื่ม