Paper Title
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 dynamic capability. Keywords - Competitive Advantage, Entrepreneurs, Thailand, Printing and Publishing Business, Ubon Ratchathani.