This study investigates how industrial executives in Thailand's manufacturing sector navigate artificial intelligence integration into leadership practices. As AI systems increasingly participate in organizational decision-making, questions arise about how leaders experience shared authority with algorithmic agents and how cultural context shapes that experience. Drawing on semi-structured interviews with 25 senior executives from medium- to large-scale manufacturing firms, this study employed thematic analysis within a constructivist paradigm to explore perceptions, strategies, and ethical considerations surrounding AI adoption. Four themes emerged: technological augmentation of human labor, transformed executive roles in AI-mediated decision-making, ethical and workforce challenges, and uneven readiness for technological transformation. The findings reveal a fundamental paradox: executives increasingly depend on AI for operational decisions while simultaneously resisting delegation of authority to machines. This tension reflects Thai cultural values including bun khun (reciprocal obligation) and kreng jai (reluctance to impose or cause discomfort). We propose pragmatic posthumanism as a concept capturing this liminal condition—where leaders functionally share agency with AI systems yet remain institutionally and culturally positioned as sole decision-makers. The hybrid-intelligence leadership framework emerges from these findings, integrating cognitive integration, ethical governance, and workforce adaptation as culturally embedded domains. This study contributes to leadership theory by demonstrating how AI-driven transformation unfolds differently across cultural contexts, challenges Western-centric assumptions about human-machine collaboration, and offers practical guidance for executives, policymakers, and educators navigating Industry 4.0 in Southeast Asia.

This study examines relationships among knowledge-oriented leadership, knowledge ‎management, intellectual capital, organizational innovation, and organizational performance in ‎higher education institutions. Integrating the knowledge-based view, resource-based view, and ‎dynamic capabilities theory, this research tests a framework positioning organizational innovation ‎as a mediator between knowledge-related antecedents and institutional performance. Survey data ‎were collected from 386 university administrators across public and private higher education ‎institutions in Hainan Province, China, and analyzed using partial least squares structural ‎equation modeling. Results reveal that knowledge-oriented leadership significantly influences ‎both knowledge management practices and intellectual capital development. Knowledge ‎management and intellectual capital positively affect organizational innovation, which ‎subsequently enhances organizational performance. Mediation analysis confirms organizational ‎innovation partially mediates relationships between knowledge-related resources and ‎performance. Findings contribute to higher education management literature by illuminating ‎pathways through which knowledge-centric leadership practices foster institutional effectiveness ‎in a rapidly developing provincial context. Practical implications for university administrators and ‎directions for future research are discussed‎.

This qualitative study investigates how firms in Shenzhen’s rapidly evolving smartwatch industry manage innovation amid the tensions between technical management, product development, and organizational adaptability. Addressing the core question of how cross-functional dynamics shape innovation capacity, the research aims to understand the internal mechanisms through which firms sustain competitiveness in a fast-paced technological context. Using a purposive sample of 26 senior professionals—including R&D directors, product managers, and innovation strategists—from leading smartwatch companies, semi-structured interviews were conducted to explore their lived experiences and strategic reflections. Thematic analysis was applied to the data to identify recurring patterns and emergent themes. The findings reveal a recursive model of innovation in which cross-functional tensions act as generative forces, management innovations serve as mediating mechanisms, and organizational learning enables adaptive innovation capacity. Participants described how they reconcile product complexity with platform stability through tailored decision routines, and how reflection on failures enhances firm agility. The study contributes to the literature on organizational ambidexterity and learning by highlighting the cultural, structural, and strategic mechanisms that enable firms to convert internal contradictions into sources of innovation. The conceptual model developed offers both theoretical and practical value, particularly for firms seeking to institutionalize innovation through integrative leadership, real-time feedback systems, and agile development practices. This research underscores the importance of aligning cross-functional teams not just through hierarchical control but through dynamic routines that absorb and convert conflict into capability. Implications for managerial practice, innovation policy, and future research are discussed.

This study investigates the impact of digital brand interaction on brand loyalty in Thailand’s automotive consumers, focusing on the mediating role of customer relationship quality. It hypothesizes that different types of digital brand interaction—information-based, interaction-based, and service-based—have varying effects on brand loyalty and customer relationship quality. The participants were 605 car owners from Bangkok, who responded to a structured questionnaire. Employing structural equation modeling, this research analyzed how these types of digital brand interaction influence brand loyalty through customer relationship quality. The digital brand interaction was categorized into three types: information-based interaction involving passive content delivery, interaction-based interaction that facilitate two-way communication, and service-based interaction providing customer support and services. The outcome measures focused on the perceived customer relationship quality and brand loyalty as influenced by these types of interaction. The findings revealed that information-based interaction had a negligible effect on both customer relationship quality and brand loyalty, indicating that mere provision of information is insufficient to foster loyalty. Conversely, interaction-based interaction significantly enhanced customer relationship quality and, subsequently, brand loyalty. Service-based interaction also positively impacted these variables but to a lesser extent than interactive methods, underscoring the importance of emotional connections facilitated by digital brand interaction. Conclusively, the study suggests that the effectiveness of digital brand interaction in enhancing brand loyalty significantly relies on their capacity to improve customer relationship quality. These insights are crucial for marketers in the automotive industry aiming at leveraging digital platforms for more effective customer engagement and retention strategies in a competitive market.

Family business succession represents a critical challenge threatening enterprise continuity and economic stability, with particular complexi-‎ty in innovation-intensive environments. This study examines how succession ability cultivation and family governance structure influence ‎enterprise succession success through innovation ability's mediating role in family enterprises in Shenzhen, China. Drawing on resource-‎based theory, agency theory, and stewardship theory, we develop an integrated framework proposing that succession antecedents influence ‎outcomes both directly and indirectly through innovation capabilities. Using quantitative survey data from family business stakeholders ‎representing diverse organizational roles, generations, and industries, we employ partial least squares structural equation modeling to test ‎hypothesized relationships. Results demonstrate that both succession ability cultivation and family governance structure positively influence ‎enterprise succession success, with innovation ability partially mediating these relationships, accounting for approximately half of total ef-‎fects. The findings reveal that successful succession in innovation-intensive contexts requires not only systematic successor preparation and ‎effective governance mechanisms but critically depends on developing innovation capabilities that enable adaptation and renewal during ‎leadership transitions. This study contributes to succession literature by identifying innovation as a central mediating mechanism linking ‎traditional succession factors to outcomes, demonstrating the need for context-specific succession theories acknowledging environmental ‎contingencies. Practical implications suggest family enterprises should adopt integrated approaches combining innovation-oriented succes-‎sor development, governance structures balancing stability with flexibility, and strategic prioritization of innovation capabilities. The re-‎search provides actionable guidance for family business owners, professional advisors, policymakers, and educators supporting sustainable ‎generational transitions in dynamic business environments‎.

This study investigates the intersection of sports and nationalism among Thai sports fans, with a focus on the role of social media in shaping national identity. Employing qualitative methods, including thematic analysis, we examined over 500 social media posts, comments and interactions purposively sampled from Facebook, X and Instagram during major sports events such as the Olympics, Asian Games and Southeast Asian Games. Guided by Social Identity Theory and Leisure Theory, we identified key themes and patterns in social media content. Our findings reveal strong expressions of national pride, the significant role of digital platforms in fostering collective identity, and variations in engagement across different demographics. Younger fans often used humor and memes, while older fans engaged in more formal discussions. This study highlights how social media amplifies nationalistic sentiments, creating virtual spaces for community building and collective celebration. These insights offer valuable strategies for academics, policymakers, sports organizations and marketers to enhance national branding and digital engagement. Future research should explore emerging digital platforms, conduct cross-cultural comparisons and employ mixed-methods approaches to further understand the complexities of sports-related nationalism. The study argues that social media fosters collective identity, contributing to scholarship by integrating social identity and leisure theories, offering a non-Western perspective on digital sports nationalism.

This study investigates the impact of digital transformation and market orientation on organizational performance, focusing on the mediating roles of organizational learning and agility within the dynamic context of foreign trade enterprises in Dongguan, China. Leveraging structural equation modeling (SEM) with data from 569 enterprises, the research establishes that digital transformation and market orientation significantly enhance organizational performance directly and indirectly. Organizational learning enables firms to integrate and apply knowledge effectively, while agility allows for rapid adaptation to environmental changes. Both mediators amplify the positive effects of digital strategies and market alignment. The findings emphasize the interplay between digital transformation and market orientation in fostering dynamic capabilities, aligning with previous literature on strategic management and organizational learning. By embedding a culture of continuous learning and promoting agile practices, organizations can enhance their adaptability and competitiveness in volatile environments. The study further provides actionable insights for enterprises to leverage digital tools and market intelligence to optimize operations, foster innovation, and improve customer satisfaction. Policy implications include encouraging investments in digital infrastructure, workforce development, and regulatory frameworks to support digital adoption and market-driven strategies. Additionally, this research highlights the need for longitudinal studies to explore the evolving dynamics of these relationships over time and across diverse industries. Overall, this study contributes to theoretical and practical understanding, offering a comprehensive framework for leveraging digital transformation and market orientation to achieve sustained organizational success in the digital era.

This ethnographic study examines Thai sports fans' creative practices as culturally embedded performances of identity and resistance. Through naturalistic observation at fan-organized events across Thailand, the study documents how fans transform public spaces via chants, costumes, and rituals. Drawing on Jenkins' participatory culture, Butler's performativity theory, and Goffman's dramaturgical approach, the analysis treats fan creativity as meaningful cultural work rather than mere consumption. Three core themes emerged: (1) performing belonging through synchronized displays, (2) symbolic creativity as coded political commentary, and (3) gendered visibility via aesthetic claiming. The findings reveal how creative agency in this constrained society emerges through the Thai grammar of respectful subversion-a culturally specific logic of indirection and humor that allows for coded political resistance while maintaining surface social harmony. By highlighting culturally specific forms of expression, this study contributes to decolonizing fan studies and underscores fan creativity as significant cultural production.

This study investigates how technical management and product management influence the adoption of smartwatches in Shenzhen, China, emphasizing the mediating role of management innovation. Situated in one of the world’s most dynamic technology hubs, the research explores the strategic interplay between engineering, product development, and organizational innovation within the region’s competitive smartwatch industry. Drawing on an interpretive qualitative approach, data were collected through in-depth interviews with 26 senior managers, product strategists, and technical experts across leading smartwatch firms. Thematic analysis revealed three overarching themes: (1) the strategic alignment of technological capabilities with market demands, (2) innovation as a systemic organizational capability, and (3) management innovation as a dynamic integrator linking technical potential to market impact. Findings show that successful smartwatch adoption depends not only on technical excellence or market insight but on the ability of firms to bridge these domains through agile management structures, cross-functional collaboration, and open innovation practices. Management innovation emerges as a pivotal enabler of organizational ambidexterity, allowing firms to balance exploration and exploitation while maintaining responsiveness to consumer trends. The study extends theories of innovation management by demonstrating how internal cultural shifts, structural redesign, and leadership practices support product adoption in fast-paced, resource-constrained environments. Implications for future research, policy, and managerial practice are discussed, offering insights into how emerging-market firms can foster sustainable innovation through adaptive and integrative management approaches.

This study investigates the intricate relationships between innovation policy, entrepreneurship, and innovation performance in high-tech enterprises, with a particular focus on the mediating role of digital transformation. Utilizing a sample of high-tech enterprises in Hainan, China, and employing structural equation modeling (SEM), the research explores how innovation policy and entrepreneurship drive innovation performance. The results demonstrate that both innovation policy and entrepreneurship significantly enhance innovation performance. Furthermore, digital transformation is found to partially mediate the relationship between these variables, suggesting that it is a crucial mechanism through which innovation policy and entrepreneurship translate into tangible innovation outcomes. The study also highlights the amplifying effect of digital transformation, showing that it enhances the positive impact of innovation policy and entrepreneurship on innovation performance. This underscores the importance of digital transformation as a strategic tool in the digital economy, essential for sustaining competitive advantage. The research makes a valuable contribution to the literature by integrating the concepts of innovation policy, entrepreneurship, and digital transformation into a comprehensive framework and providing empirical evidence of their interplay in the context of high-tech enterprises. The practical implications are significant, indicating that both policymakers and business leaders should prioritize digital transformation initiatives to bolster innovation capabilities and maintain competitive edge in an increasingly digitalized global market. Future research is encouraged to examine the potential moderating effects of organizational culture, market conditions, and technological sophistication on these relationships to further deepen the understanding of innovation dynamics in the digital era.

The integration of big data analytics into higher education has emerged as a transformative approach with the potential to significantly enhance learning outcomes. Despite these promising capabilities, the effectiveness of big data remains contingent on several contextual factors. This study explores how interactive support and teaching environments influence the impact of big data capabilities on learning outcomes among university students. Employing a qualitative research design, the study utilizes semi-structured interviews and thematic analysis to delve into the experiences of students and educators. Findings indicate that personalized learning, predictive analytics for early intervention, technical support, and collaborative learning environments are critical factors influencing the effectiveness of big data in education. Additionally, the quality of the teaching environment and the integration of big data tools into the curriculum affect outcomes. This research underscores the need for comprehensive support systems and innovative teaching practices to maximize the benefits of big data technologies in higher education. The study contributes to the theoretical understanding of big data in education and offers practical recommendations for educators, policymakers, and researchers.

Student loyalty has improved the sustainable development and survival rate of private universities. The quality of universities' services is an important indicator for measuring the results of private universities. This research aims to explore the mediating role of satisfaction between service quality and student loyalty. The researcher used a random sampling method to collect data from 493 responses of students in private universities in Guangxi. Using SmartPLS 4 software, the relationship between structures was analyzed using partial least squares (PLS) structural equation method. The results indicated that service quality affected student satisfaction, which in turn influenced loyalty. However, service quality had no significant direct impact on loyalty. The impact of service quality on loyalty was indirect, as mediated by satisfaction. Therefore, while improving the quality of university services, university managers should pay more attention to the improvement of student satisfaction, and continuously promote the close connection and recognition of students with colleges and universities, to stimulate and consolidate the loyalty of students.

This study investigates the influence of transformational leadership on job satisfaction, with a specific focus on the mediating role of psychological capital in private universities in Guangxi. The main hypotheses are that transformational leadership directly affects job satisfaction and that psychological capital partially mediates this relationship. Participants included 460 teachers from 12 private universities in Guangxi, China, selected by multi-stage sampling. The research design is quantitative, employing structured questionnaires. Instruments used include validated scales for transformational leadership, psychological capital, and job satisfaction, all measured on a 5-point Likert scale. The findings reveal that transformational leadership significantly predicts job satisfaction, and psychological capital also significantly predicts job satisfaction while mediating the relationship between transformational leadership and job satisfaction. These results align with earlier research, confirming the positive impact of transformational leadership and psychological capital on job satisfaction. The study concludes that university administrators should develop transformational leadership skills and foster psychological capital among teachers to enhance job satisfaction and teaching quality. This offers practical guidance for the management and reform of private colleges and universities in Guangxi, with implications for future research to explore additional mediators or moderators and employ longitudinal designs to further understand these relationships.

The study investigates how leadership and innovation management influence organizational performance, with agility and resilience as mediating factors. The primary objective was to examine the direct and indirect effects of these variables on organizational performance. The findings show that leadership and innovation management have significant direct impacts on performance. Agility and resilience also play crucial roles in mediating these relationships, further enhancing organizational performance. The study concludes that leadership and innovation not only directly improve organizational performance but also indirectly enhance it by fostering agility and resilience, enabling organizations to adapt quickly and recover from challenges. These findings have practical implications for leaders aiming to improve long-term organizational performance and competitiveness in dynamic environments, particularly those characterized by rapid change and uncertainty. The study involved 420 human participants from various industries, representing different leadership and operational roles. A cross-sectional design was employed, and data were gathered using standardized questionnaires, including the Multifactor Leadership Questionnaire (MLQ) for leadership, and validated scales for innovation management, agility, resilience, and organizational performance. Data collection included surveys administered to participants and some secondary data to contextualize the findings. Overall, the study emphasizes the importance of fostering leadership and innovation to build agility and resilience, ensuring that organizations remain competitive and capable of sustaining high performance in fast-evolving industries. Additionally, it highlights the need for strategic focus on adaptability and operational flexibility as key drivers of long-term success.

With the development of recent decades, the quality and overall strength of Chinese universities have gradually improved. As comprehensive service-oriented organizations, universities can enhance their development level and overall image by improving organizational learning, organizational agility, and service innovation. To narrow the gap between local universities in Hainan and those in developed regions of China and the world, and to accelerate the process of building Hainan into an international education innovation island, this study examines the factors affecting the organizational performance of local universities in Hainan. This research explored the effects of organizational learning and organizational agility on organizational performance, and the mediating role of service innovation. A survey was conducted among 506 faculty members from five universities in Hainan. Structural equation modeling results showed that organizational learning significantly impacts organizational performance, organizational agility significantly impacts organizational performance, and service innovation plays a mediating role. The findings emphasize that organizational learning, organizational agility, and service innovation are crucial factors influencing organizational performance in universities. This study provides theoretical and practical insights for university managers to improve organizational performance. It suggests that universities should focus on the important role of organizational learning and agility in service innovation to further enhance organizational performance. With increasing competition in higher education globally, countries are putting higher demands on organizational innovation management. Building learning organizations, enhancing organizational agility, and optimizing service innovation are vital for improving university performance. The research findings offer valuable insights for studying factors affecting organizational performance development in universities.

Objective: As an important and special professional group in Chinese society, the career development of grassroots civil servants has received much attention. With the development of information technology and the strengthening of workplace competition, new conflicts between work and family continue to intensify, and their conflict issues have received widespread attention. Theoretical framework: This study focuses on grassroots civil servants and explores the impact of work family relationships on job performance. Theoretical assumptions are proposed based on management science theory and previous research on the relationship between variables. Method: Obtain survey data and interview response texts through questionnaire surveys and semi-structured interviews. The proposed hypothesis was validated based on quantitative and qualitative analysis methods. Results and Conclusion: The empirical results indicate that the quality and balance of work family relationships have a significant impact on job performance, and work engagement and job burnout play a mediating role in the influencing process. Implication of the Study: The research results enrich the systematic exploration of the specific context of work family relationships and the impact of groups on work behavior, which is conducive to improving humanized and organized management mechanisms, providing guidance for the practice of work family coordination and division of labor within the grassroots civil servant team. Originality/Value: The study aims to improve the living and development environment of grassroots civil servants, and stimulating deep work motivation.

This study investigates the impact of human capital, organizational culture, and product innovation on entrepreneurial performance in e-commerce small and medium enterprises (SMEs) in Shanghai, hypothesizing that these factors positively influence entrepreneurial performance with employee performance as a mediating variable. Approximately 375 entrepreneurs and staff from e-commerce SMEs participated, providing pertinent data through validated questionnaires rated on a 5-point Likert scale. Utilizing a quantitative research design, the study employed SEM-PLS analysis to examine relationships among human capital, organizational culture, product innovation, employee performance, and entrepreneurial performance. The findings indicate that human capital, organizational culture, and product innovation significantly impact entrepreneurial performance, with human capital having the most substantial effect, followed by product innovation. Employee performance was found to mediate these relationships, enhancing organizational competitiveness. Effect sizes and confidence intervals demonstrated strong content validity and statistical significance. The study concludes that strategic management of human capital, fostering a supportive organizational culture, and encouraging product innovation are crucial for improving entrepreneurial performance in e-commerce SMEs. These results suggest that SMEs should invest in human capital development, create an innovation-friendly environment, and emphasize effective leadership and ethical behavior. The implications highlight the importance of these factors in achieving success in the competitive e-commerce market, emphasizing the need for strategic management practices that prioritize human capital and organizational development to drive performance outcomes. This research provides actionable insights for SMEs seeking to enhance their competitiveness and sustainability in the rapidly evolving e-commerce landscape, underscoring the critical role of human capital and innovative organizational practices.

This qualitative study explores the lived experiences of high school students and educators in Shenzhen, China, with a focus on how innovative learning methods impact their self-efficacy. In recent years, Shenzhen has become a hub for educational reform, integrating technologies such as project-based learning, gamification, and flipped classrooms. Self-efficacy, defined as one's belief in their ability to succeed, plays a crucial role in adapting to these innovative methods. Through semi-structured interviews and focus group discussions, this research seeks to capture the personal narratives of students and educators as they navigate these evolving educational environments. The study identifies several key themes: technological empowerment, increased autonomy and responsibility, barriers to self-efficacy, and the importance of supportive learning environments. While many participants reported that new methods enhanced their confidence and learning engagement, others expressed anxiety and resistance, particularly related to the increased responsibility and unfamiliarity with technological tools. The findings highlight both the empowering and challenging aspects of adopting innovative learning methods. By delving into the complex psychological and social factors influencing self-efficacy, the study offers insights into how educational innovations can be better designed to support the development of students and educators. These insights are valuable for policymakers, educators, and school administrators looking to enhance educational outcomes in rapidly evolving academic contexts.

Purpose: This research aims to study the basketball sport agent management model in Thailand. Theoretical Framework: This study employs the concepts and theories of the sport agent’s management factor affecting the professional Basketball player achievement in Thailand. Methodology: The study was qualitative research used in-depth interviews. The purposive sampling 24 key informants which were comprised of three trainers, three media people, three financial managers, nine people consist of the representative from the basketball league, professional basketball team owners, and basketball association administrators, three lawyers, three people from the sport cloth and equipment business, three professional basketball team owners, and three Basketball association administrators. The qualifications are the experienced person, and have been related in the sport industry more than 3 years. The researchers gathered data from in-depth interviews by using the management process (planning, organizing, leading, and controlling) approach. Findings: The result found the management model in 4 aspects, firstly, the planning is the goals and route, provoke and increase the plans and strategies for each step of the way. Secondly, the organizing establishes the system to coordinate and allocate a firm`s assets in an effort to perform its plans. Thirdly, leading by synchronization of the efforts of people and organizations for the cause of reaching organizational efficiency. Lastly, the controlling is the manner of the use of organizational assets to comprehend organizational objectives. Research Practical and Social Implication: The research study will be employing the protection of players' rights and interests in contract negotiations. Furthermore, the basketball agent able to transfer to the professionalization of the basketball industry through standardized agent practices. Moreover, the result of the research will be guideline for the sport agent to enhanced credibility and integrity of Thai basketball on the international stage. In term of the social implications, the result of the research study will reduction of exploitative practices and unethical behavior within the industry. Moreover, it will be empowerment of athletes to make informed decisions about their careers. In addition, it able to promote fair play and sportsmanship values in the basketball community. Originality/Value: The introduction of a structured basketball sport agent management model in Thailand offers a unique opportunity to enhance transparency and accountability in player representation, addressing existing gaps in regulation. By prioritizing the welfare and interests of athletes, this model has the potential to elevate the integrity and professionalism of the Thai basketball industry, ultimately fostering growth and sustainability. Its implementation serves as a pioneering step towards aligning with global standards while nurturing a more ethical and equitable environment for players, agents, and stakeholders alike.