factors Fators Affecting the Critical Success of the Nawatwithi OTOP Community in Suphanburi Province Fators Affecting the Critical Success

Abstract

This qualitative research aimed to 1) study the operating conditions of Nawatwithi OTOP  community  in Suphanburi province 2) study factors affecting the critical success of the community and 3) to suggest guidelines for the critical success development of Nawatwithi OTOP community in Suphanburi province. 70 key persons consist of 15 government representatives from 8 agencies and 2 from outstanding communities, 3 specialist and  25 OTOP representatives who attended the meeting including 25 consumers of OTOP products. Research instruments were  interview, focus group and observe by using contents analysis.

The results of the study find that 1) The success of OTOP community in Suphanburi province mostly caused by community members who engaged in the participation but there are still problems and obstacles that communities must rely on government assistance in budget allocation, marketing and technology. The communities solve problems on its own accoding to member group meeting, however communities must have able to adjust itself to different conditions or environments such as body of knowledge, personnel development, promote the production of quality products or services and digital marketing. 2) Factors affecting the critical success of the Nawatwithi OTOP community were community self-reliance, the efficiency of management, use local resources for maximum efficiency, a variety of product/services, support from the government, the ablity of leadership, and have income as an additional career.     3) The guideline for critical success development of Nawatwithi OTOP community or call it an abbreviation “BEST” are as follows: best practice, Evaluation, Satisfactoin and Talent. Suggestions of the study are promote new generation of community’s leader and organize the modern short course encourage the OTOP community for promoting sustainable development from the grassroots economy.