CREATIVE INNOVATION OF STARTUP BUSINESSES IN THAILAND 4.0 ERA
CREATIVE INNOVATION OF STARTUP BUSINESSES IN THAILAND 4.0 ERA

Summary/Abstract: The objective of this research is to study the effects of creative innovation that influence the operations of startup businesses in Thailand 4.0 era. This research adopted mixed – methods approach, which includes qualitative research through in-depth interviews and quantitative research through data collection using questionnaire. The sample group set by the researcher are 404 entrepreneurs and managers who play an important role in the development of innovation and technology of startup business in Thailand 4.0 era. The data are analysed through Structural Equation Modeling (SEM) to confirm that information technology and Thailand 4.0 policy variables have direct positive effects towards creative innovation of startup business and creative innovation have direct positive effects on the performance of startup business. Besides, it was also found that information technology and Thailand 4.0 policy have indirect positive effects on the performance of emerging businesses through creative innovation where all the influential variables have statistical significance.

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