GUIDELINES FOR NETWORK MANAGEMENT TO ENHANCING COMPETITIVE ADVANTAGE OF COMMUNITY ENTERPRISES CULTIVATING KHAO TANGKWA POMELO IN CHAINAT PROVINCE UNDER THE DIGITAL ECONOMY ERA

Abstract

This research aims to propose guidelines for network management for enhancing competitive advantage of community enterprises cultivating Khao Tangkwa pomelo in chainat province under the digital economy Era. The study is an extension of previous research on network management of community enterprises cultivating Khaoangkwa pomelo in Chai Nat Province. The objective of this research is to examine approaches to managing the network of community enterprises growing Khao Tangkwa pomelo in Chai Nat Province. This study employs a qualitative research methodology. The research instruments include in-depth interviews with 36 key informants, non-participant observation, participant observation, and collaborative learning forums among network members, farmers, community leaders, and other stakeholders.

The findings indicate that the management guidelines for the network of community enterprises cultivating Khao Tangkwa pomelo in Chai Nat Province consist of the following:
1. Defining shared objectives 2. Establishing an organizational structure 3. Managing information and communication 4. Encouraging member participation 5. Knowledge exchange 6. Product development 7. Expanding marketing channels 8. Utilizing human labor and technology in management 9. Integrating cooperation, and 10. Expanding network membership.

Based on the above research results, recommendations for network development using the guidelines for network management to enhancing the competitive of community enterprises cultivating Khao Tangkwa pomelo in Chainat Province under the digital economy era as follows: 1. Management development, including setting shared goals and values, managing a flat and flexible organizational structure, knowledge management, information and communication management, member participation, and knowledge sharing. 2. Entrepreneurial development, including improving product quality, product processing, expanding marketing channels, and applying agricultural technology. 3. Collaborative development, including integration of cooperation and expansion of network membership. 4. Developing the capabilities of leaders and network members.