Abstract: One objective of the research was to formulate a strategic framework to enhance the competitive capacity of community enterprises, with a focus on Thai herbal products. This research study employed a mixed-methods approach. The research gathered data through target-sector interviews and the distribution of questionnaires to 300 study participants. The results of the study suggest that community enterprises should adopt five strategic policy approaches: 1) improving operational skills, 2) promoting innovation preparedness, 3) gaining access to secure markets, 4) partnering with other players, and 5) policy leadership on the protection of the environment. Quantitative multivariate regression analysis for hypothesis testing showed that the internal ability of community enterprises had the most significant positive effect on their competitiveness (β = 0.30, p < 0.001). This was followed by their readiness to innovate (β = 0.21, p < 0.001) and their market access (β = 0.17, p < 0.001). This strategic framework helps develop community networks and businesses by creating an integrated system and promoting the long-term growth of thai herbal product community enterprises.

Keywords: Herbal Product, Community Enterprise, Strategic Framework, Internal Capabilities, Innovation Readiness, Market Access, Competitiveness

Pages: 546-555