DETERMINANTS OF ENTREPRENEURIAL BUSINESS SUSTAINABILITY IN THAILAND’S E-COMMERCE SECTOR
Keywords:
Business sustainability, E-commerce, Organizational resilience, Organizational innovation, Organizational performanceAbstract
Amid rapid digital change, e-commerce has become a key driver of Thailand’s economy, creating value, expanding markets, and improving supply-chain efficiency. This article reviews and organizes contemporary knowledge on organizational resilience (OR), organizational innovation (OI), organizational performance (OP), and business sustainability (BS) within a digital-economy context characterized by intense competition, stringent regulation, and dynamic consumer behavior, with the aim of developing a causal model and policy recommendations that enhance long-term industry competitiveness. The synthesis proposes a causal model that positions OR as the foundational antecedent exerting both direct and indirect effects on OP and BS. OR also propels OI across four dimensions, management, product, process, and marketing which elevates OP and subsequently transmits gains to BS, yielding the sequence OR→OI→OP→BS. OP is assessed using the Balanced Scorecard (BSC: financial, customer, internal process, learning and development), while BS is evaluated through the Triple Bottom Line (TBL: economic, social, environmental). The findings provide actionable guidance to strengthen the competitiveness of Thailand’s e-commerce sector and support sustainable growth in the digital economy.
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