An Establishment of Competitive Advantage for Entrepreneurs towards Thailand 4.0 Model: Case Study of Printing and Publishing Business in Ubon Ratchathani Province
Small and medium enterprises (SMEs) in Thailand have been driving dramatically economic growth within
domestic. The main purpose of this study was to investigate empirically the implementation in how to conduct a competitive
advantage which will be focused on printing and publishing business in Ubon Ratchathani Province, Thailand by using a
case study approach. The five purposive selected cases of printing and publishing business in Ubon Ratchathani Province,
Thailand were employed. Triangulation of interpretation, theory and method was used to verify validity and reliability of
particular qualitative approach. The present study had investigated the forces which enable to drive a competitive advantage
of printing and publishing business. For internal forces which influence to the competitive advantage in this case were
mentioned into resource-based views namely finance, human resource, technology, knowledge and innovation. For external
forces, the firms in this case study had to focus seriously in economics, society, environment, politic and law in order to
establish its competitive advantage. Interestingly, in side of marketing-based view, printing and publishing business in this
case emphasized on customer satisfaction and customer relationship which enable to drive the competitive advantage.
Furthermore, network for outsourcing was an important factor in order to link both of internal and external forces
competitive. Importantly, during the time a firm faces uncertain and turbulent change, printing and publishing business had
been trying in allocating firm’s resources and competences over time, and especially a firm’s product or service as called
Keywords - Competitive Advantage, Entrepreneurs, Thailand, Printing and Publishing Business, Ubon Ratchathani.