Sirinapa Santipanusopon, Sakrapee Worawattanaparinya
Aim: This research investigates the characteristics of industrial business enterprises and develops commercial innovation management guideline in industrial business for Thailand competitiveness in global market. Methodology: The model has been simulated from the findings of both qualitative and quantitative of 500 questionnaires distributed to managers/administrators of the industrial business enterprises in Thailand that won the global or nation innovation rewards. The data were analysed by descriptive analysis categorized into light and heavy industries, and by SEM to conduct the model in compatible with the empirical data. Finding: The results reveal that: 1) the simulation model for commercial innovation management guideline in industrial business for Thailand competitiveness in global market consists of 5 factors i.e. learning organization, research & development process, resource management, marketing potential, and information technology. The managers/administrators gave very high importance on commercial innovation management guideline in industrial business at 3.92 on heavy industry and 3.73 on light industry respectively. The analysis of the importance on each aspect shows high importance in most factors; except on the research & development process of light industry which is at moderate level. 2) The development of SEM shows that the model fits with the empirical data at the 0.107 Chi-square probability levels, relative Chi-square at 1.293, goodness of fit index at 0.983 and root mean square error of approximation at 0.024. 3) The hypothesis result shows the following influencing factors: learning organization has direct influence on research and development process at the statistically significant level of 0.001, research and development process has direct influence on information technology at the statistically significant level of 0.001 and the research and development process has direct influence on marketing potential at the statistically significant level of 0.001. Conclusion: The guideline in industrial business for Thailand competitiveness in global market comprises five main factors which are very important on commercial innovation in industrial business of both heavy and light industries. The factors are ranked according to their important levels referred Likert’s scale as follows: learning organization, marketing potential, resource management, information technology, research and development process respectively. Both heavy and light industries give the most important factor on learning organization and marketing potential in order to be a guideline in industrial business for Thailand competitiveness in global market. The evaluation of structural equation modelling of the simulation model in commercial innovation showed passing the criteria of the model fitting with the empirical data. It was found that Chi-Square Probability Level equalled 0.107, Relative Chi-square was 1.293, Goodness of fit Index was 0.983 and Root Mean Square Error of approximation was 0.024.