SUSTAINABLE INNOVATION IN NORTHERN THAILAND'S ARABICA COFFEE COMMUNITIES
DOI:
https://doi.org/10.14456/aamr.2025.15Keywords:
Business Model, Innovation, Design Thinking, Sustainable Competitive, Community BusinessAbstract
This study aims to develop a learning management model using design thinking to promote innovation and create a business operating model to develop the sustainable competitiveness of the Arabica coffee community business in the northern region of Thailand. The research utilized both qualitative and quantitative methods; the data were collected by gathering information from documents, in-depth interviews, observations, and focus groups by the critical informant using purposive sampling and analyzing the data with content analysis and quantitative methods; respondents from a sample of Arabica coffee consumers self-administer the questionnaire. The research results demonstrate that the process and procedures of design thinking can foster innovation by initiating problem discovery and testing with experts and business groups in the Arabica coffee community, leading to the development of prototype innovations and new products that meet customer requirements. These consistent outcomes suggest that this approach can be applied in developing new business models and innovations to create advantages further and develop sustainable competitive potential.
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