The Development of Community Enterprise Entrepreneurs in the Crop
Production Sector for Entry into e-Commerce
KRISADA CHIENWATTANASOOK
Faculty of Business Administration,
Rajamangala University of Technology Thanyaburi, Pathum Thani, 12110,
THAILAND
KRIT JARINTO
Faculty of Business Administration,
King Mongkut's Institute of Technology Ladkrabang, Bangkok, 10520,
THAILAND
MADAOH SULONG
Faculty of Business Administration,
Rajamangala University of Technology Thanyaburi, Pathum Thani, 12110,
THAILAND
Abstract: - The spread of coronavirus disease in 2019 (COVID -19) in Thailand has led to a lack of liquidity
and income for entrepreneurs, increasing the variety of distribution channels compared to store sales. This will
be a solution for businesses that are struggling. The objectives of this research are to provide training and
guidance to community enterprise groups, build a platform and collect product data from community
enterprises in the research area, i.e. community enterprises in Chachoengsao Province. This research is
participatory action-based with a group of entrepreneurs and 25 groups of community enterprises with three
main processes: first, selection and training on e-commerce, second, development of electronic databases and
marketing consultation to collect data from the website and consult experts. Finally, advertising and publicity in
the online media to make consumers and the general public aware of the project in order to increase the sales
and revenues of the community enterprise entrepreneurs. The results of the study indicate political and practical
recommendations. To begin with, the government should provide financial support such as low-interest funds
or loans as well as have clear, concrete, and continuity policies to support and promote community enterprises.
In addition,community enterprises should raise awareness about the importance of real participation, manage
big data, and form online trading will facilitate which can ensure sustainability.
Key-Words: -Community enterprises, entrepreneurs, e-commerce, plant production, COVID-19
Received: June 23, 2022. Revised: January 9, 2023. Accepted: February 4, 2023. Published: February 28, 2023.
1 Introduction
As the pandemic situation of the coronavirus disease
2019 (COVID-19) is severe and spread widely, all
countries worldwide are aware of the dangers to the
lives of their people. Therefore, various measures
have been formulated to control this pandemic such
as shutting down the country, refraining from travel,
reducing congestion in various areas even the
workplace, etc. These measures cause a severe
impact on the business sector and entrepreneurs who
do not prepare for the adaptation. In Thailand, the
epidemic started in early 2020. This epidemic has
spread across the country. The number of infected
people continued to increase during the first half of
the year. On February 29, 2020, the Ministry of
Public Health declared COVID-19 a dangerous
communicable disease under the Communicable
Disease Act B.E. 2558. The National Emergency
Decree was declared in use by the Thai government,
[1], resulting in immediate disruption in the business
sector, severely affecting the country’s economy.
Many businesses had to halt their own business. The
entrepreneurs, whether large, medium, and small,
lack income and suffered insufficient liquidity, [2].
Thailand Development Research Institute has
reported the economic and social impact of the
COVID-19 pandemic situation. It was found that
businesses with high exposure to risks included
hotels, restaurants, airlines, real estate, automotive,
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steel, oil, and related industries. These businesses
are quite severely affected by the epidemic situation
ofCOVID-19 including the impact of various
lockdown measures, [3]. In addition, in some cases,
there is a risk of a business closure. The trading of
goods was very difficult. A lot of people were laid
off and unable to find work. The general population
is unable to engage in an occupation or earn normal
income resulting in a lack of income for their
livelihood, [4].
Regarding the impact of this epidemic, even
developed countries are struggling to cope with such
a situation. For a developing country like Thailand,
although there is a satisfactory level of solving
public health problems, the economic problems
affected by the epidemic seem to have a truly
widespread impact on the people. The Thai
economy is mainly concentrated in large cities with
a great overlap with distant areas. There is a much
inferior availability of public utilities and economic
infrastructure. Thus, research and innovation for
spatial development to reduce disgrace and help
solve the country’s crisis is considered important
during the COVID-19 epidemic situation. Due to the
rapid development of marketing technology, small
entrepreneurs such as enterprises in remote
communities lack competitiveness, [5].
The development of such group of entrepreneurs
is considered very necessary to raise the level of
community products as well as develop marketing
channels, [6]. The ultimate goal is to create a
structure of income distribution directly to producer
farmers. In the past, the government tried to
accelerate the policy by using the economic
recovery plan to focus on helping community
enterprises in terms of raw material quality and
processing problems, problems of product residues,
and community products in the area. This includes
the problem of drainage and export of goods in the
area to restore and generate income as well as
developing local entrepreneurs to learn more about
trade innovations in the form of online platforms or
e-commerce. This research aims to train and advise
community enterprises related to crop production of
25 community enterprises about components, steps,
and various online trading techniques for developing
product publicity of community enterprises. The
platform can be created to gather product
information from 25 community enterprises related
to plant production in order to be able to bring
product information into the online trading system.
2 Literature Review
2.1 Concept of Community Enterprise
Among the community enterprises in Thailand,
most entrepreneurs use the principle of thinking by
themselves, making their own decisions, doing their
own work, and managing on their own. The
government agencies are only coordinators to give
support, promote potential, give advice as well as
provide education and training to the community,
[7]. For the initial implementation, each community
must determine their own direction by determining
the plans, projects, forms of business or industry to
be operated, and method of action, [8]. Accordingly,
a community enterprise plan can help promote and
support community learning, which can lead to the
community being able to know its capabilities and
related situations around the world. The community
will learn from the information until creating a view
of what the direction of the community is, and what
businesses or industries should be. The plans or
projects are required to guide the direction that the
community expects. Community enterprises must
have 7 important characteristics; 1) Owned and
operated by the community, 2) The output comes
from the community process, 3) Creative initiatives
are community innovations, 4) Local wisdom bases
mixed with universal wisdom, 5) Integrated
operations that link various activities to form a
system, 6) To have a learning process as the core,
and 7) To have family self-reliance and target
communities, [9]. In addition, principles for
applying social innovation to business development
consisting of (1) focus on finding social innovations
to use in business operations that meet social
satisfaction and generate economic benefits, (2)
characteristics of social innovations, (3) types of
products or the outcomes of social innovation; (4)
the effectiveness of social innovation; and (5) the
final products of social innovation, [10]. The aim of
using social innovation is to build or enhance the
capacities and relationships within society from a
systematic perspective in order to meet future needs.
Therefore, each community enterprise that is
currently operating will be able to bring products
that are uniquely locally expanding to wider markets
by leveraging existing technologies and platforms,
[11].
2.2 Concept of 5Ds of Digital
The 5Ds of digital are very important for the future
of business marketing. Considering thoroughly, it
can be found that Digital Marketing is related to
various products that consumers use. It is no longer
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just a website or email, [12]. It becomes related to
the management of the 5Ds of Digital. These 5Ds
help consumers better interact with brands and
entrepreneurs can access and learn to know better
about their customers through a variety of channels
and methods, [13]. The current digital marketing is
about consumer interaction patterns rather than
websites and emails. Thus, 5Ds can provide
opportunities for consumers to interact with
businesses to reach and learn from their customers
in various ways, [14], including:
1. Digital devices – Consumers are more
connected to brands. This is because they interact
with business websites and commonly connected
mobile applications, such as smartphones, tablets,
computers, desktops, TVs, and gaming devices.
2. Digital platforms – The consumers mostly
interact with these via browsers or applications from
major platforms or services such as Facebook, Line
OA, YouTube, Twitter, and LinkedIn.
3. Digital media – The paid communication
channels to reach and engage consumers include the
email advertising and social networks such as Text
Message, Email Ads, Social Media and Search
Engines.
4. Digital data – Insight businesses collect
information about consumer profiles and business
interactions. It is now required by law to be
protected in many countries such as competition,
environment, and surveys.
5. Digital technology – Chatbot Marketing
technology that businesses use to create interactive
experiences from websites and mobile applications
is, for example, Chatbots.
2.3 The global e-Commerce Situation
From 2013 until now, China is the largest online
retail market in the world in terms of Gross
Merchandise Volume (GMV). E-commerce is an
extremely competitive infrastructure. It has changed
people’s lifestyles as they say, “Make it easy and do
business anywhere.” In the Chinese market, Alibaba
will help many new merchants enter a new way of
doing business online in China. However, overseas
surveys reveal that many SMEs lack knowledge and
skills in e-commerce, [15]. Thus, a global e-
commerce program has been initiated. The global
economy and the structure of business have
changed. Internet payment systems have been
implemented in China and mobile internet has
evolved a lot and has become more stable. Due to
the growing demand between suppliers and buyers
worldwide, Alibaba.com has a huge number of users
which is one of the perfect cross-border e-
commerce, [16].
Table 1. Purchasing behaviors of people in each
country
Source: Trading Economic (2022)
The above table shows that the purchasing
behaviors of people in each country have different
needs. It is evidence that the e-commerce business
model needs different strategies and policies
including the method to deal with the customer’s
demand. As such, each country’s entrepreneurs must
have their own unique approach to the e-commerce
business. The main point is different histories,
cultures, and traditions of each country making it
difficult to find the most qualified e-commerce
entrepreneur, [17].
2.4 Research Conceptual Framework
The scope of research consists of 3 main activities
including the supply side, feedback loop learning,
and demand side. The framework of the research
concept was shown below.
Fig. 1: Three main activities.
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3 Research Methodology
This research is Participatory Action Research based
on the pursuit of cooperation between researchers
and stakeholders, especially community enterprises
and people who participate both, directly and
indirectly, to make changes and lead to better things.
It creates a new body of knowledge and then
develops it to achieve results through the practical
implementation of the stakeholders, [18]. The key
informants were selected by purposive sampling
based on the selection criteria. They must be
entrepreneurs in the form of community enterprises
in Chachoengsao province related to plant
production and registered with the Ministry of
Agriculture and Cooperatives for 25 enterprises.
The main products and the products must be suitable
for delivery by mail. Enterprise leaders must have
the intention of developing their enterprises to
expand the market through online sales channels.
The 3 main operational processes are as follows:
1. Selection and workshop training for
community enterprise entrepreneurs in crop
production to understand and be able to practice.
2. Development of electronic databases and
marketing consulting from the researcher to collect
data from the real place and have experts to give
advice to community enterprise entrepreneurs.
3. Dissemination and publicity of online media
developed to create awareness among consumers
and the general public to increase sales
opportunities and increase income for community
enterprises.
4 Research Results
4.1 Selection and Training Workshops for
Community Enterprise Entrepreneurs
The selection process begins with collecting
community enterprise data from the community
enterprise information system prepared by the
Community Enterprise Promotion Division,
Department of Agricultural Extension. The
community enterprises must be registered in each
province. The groups of enterprises related to crop
production were contacted and selected. They must
be present at the time of selection and express their
intention to participate in fieldwork. In this research
project, 25 enterprises have participated.
For the workshop training in terms of organizing
training on online marketing for community
enterprise entrepreneurs, the consultant team has
liaised with online marketing experts and people
who have expertise from real experience to be the
main lecturer in the training to educate. This
research project has conducted/prepared learning
details in the curriculum with training documents. 2
training sessions were organized at the Knowledge
Center of Chachoengsao (KCC). The 1st session
was held on 15th March 2021, as a training course
on doing business using online media and a
workshop on doing business using online media and
websites. The 2nd session was held on 5th
April2021, as a workshop on doing business using
online media, website, Facebook, and Line Official
Account (OA). Community enterprises learned
online trading and began to try to sell online by
themselves.
During the group interview process, the research
team collected in-depth information through
conversation with a group of five selected
representatives about the past situation of each
enterprise before and after the outbreak of COVID-
19 problems, impacts, guidelines for adaptation, and
barriers to adaptation. In addition, the interview also
attempted to obtain data on the past sales of each
community enterprise since before joining the
project, during the project, and until the end of the
project in order to compare the changes in occurred
sales achieved with the goals of each community
enterprises' goal settings related to increasing
income proportion.
4.2 Electronic Database Development and
Marketing Consultation
Regarding the electronic database development, IT
experts and consultants met with the chairman of the
community enterprise group having the
entrepreneurs to welcome and facilitate well. The
important information was collected such as the
name of the group’s chairman, telephone number,
the position of the enterprise, number of members,
and product history, to find the identity and strength
of the product. All are for being used as a database
in media production.
Regarding the marketing consultation, the
consultants were on site to help entrepreneurs create
important online media such as the website,
Facebook, and LINE OA by themselves. They were
taught how to communicate with customers both in
the way that entrepreneurs answer questions by
themselves and use an automated answering system
to provide advice on shipping, creation, and
development of online media to suit each
community enterprise entrepreneur.
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4.3 Dissemination and Publicity of Online
Media to Be Known to Consumers
Community enterprises are able to reach more of
their customers. Necessary information was
disseminated to create a point of interest for their
customers, such as product details, trading
information, and pictures of products to help
customers make purchasing decisions. This
information was publicized on at least 3 important
online platforms, namely Website, Facebook, and
Line Official Account. Some people who are ready
to develop marketing channels for other platforms
such as Lazada and Shopee, etc.
4.4 Summary of Outcomes, Results, and
Impacts of Research
After data analysis, the research outcomes, results,
and impacts can be summarized as shown in Table
2.
Table 2. Summary of outcomes, results, and impacts
of research.
4.5 Problems and Obstacles Encountered in
the Project Implementation
Problems and obstacles encountered in the project
implementation can be portrayed as follows.
1. Problems in coordinating with government
agencies of Chachoengsao Province in some
districts, officials were delayed in providing
information related to community enterprises
resulting in more time consumed for contacting
community enterprises from that specified in the
plan.
2. In some community enterprises, most of the
group members are elderly people making learning
in technology challenging for both the entrepreneurs
and the experts in training and mentoring.
3. Some community enterprises still do not see
the importance of the project or not cooperating.
This may be because government projects that
support from many agencies are overlapping.
4. Due to the epidemic situation of COVID-19
still existing during the project implementation,
there were still many limitations from the
government’s policies and measures to prevent the
spread of the epidemic.
5. Many agricultural products are easily
perishable because they are short-lived. They cannot
be stored for a long-time causing problems and
difficulties in long-distance transportation.
6. Many agricultural products have relatively low
commodity values compared to the shipping price,
therefore, some products are not suitable for online
marketing.
7. Popularity of ordering agricultural products
online for the Thai market is still relatively low
compared to other products. However, there are
exceptions for some ornamental plants that are in
trend. It has attracted the attention of the market and
has a high selling price. Therefore, there is no
problem with the cost of delivery.
8. Most community enterprises have difficulty
accessing capital sources. There is a need for
funding to develop products with higher quality in
order to be competitive. Therefore, there is a
problem in investing in machinery or technology
that can reduce costs or raise the product standard.
5 Discussion
The situation of COVID-19 spread creates problems
and has a huge impact on community enterprises
resulting in reduced revenues and increased
inventory management costs of community
enterprises due to the inability to distribute products
to the market. This agrees with the previous
research finding that COVID-19 poses a threat to
the economy, especially small businesses on a
macro level. Ways to improve business operations
were proposed for small businesses to survive in the
midst of the crisis by heading into the online market
through the use of various tools and channels
effectively, [19]. Therefore, this project was
implemented in accordance with the need to be able
to bring products to market and increase business
sales starting from the training of community
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enterprises in crop production to have knowledge of
online trading techniques to develop marketing
communication and innovation of community
enterprise products. It is very beneficial to the
enterprise. This allows participants to acquire
knowledge and skills about online marketing. After
training, the community enterprises can create
learning in online trading forms and startto try to
sell online by themselves. The key skills for
entrepreneurs are communication skills and career
innovation, [20]. In addition, the creation of a
process of collaboration between the government
and the community people is an important process
that creates community learning. Training will lead
to the capacity building and management skills
needed for community organizations in order to
have the capacity to manage problems and restore
the community’s economy by themselves, [21].
Organizing training to educate community
enterprise members, especially in the case where
community enterprises are still lacking and want to
learn more. Not only enable members to gain more
knowledge but an opportunity is also created to
exchange ideas and experiences among each
community enterprise in the area, [22].
Subsequently, the consultation given to the
community enterprise group on the elements,
procedures, and techniques of online trading to
develop public relations for community enterprise
products is important. The consultant team
introduced entrepreneurs in the context of different
community enterprises. The strengths were found
and the weaknesses were analyzed variedly by
product type. The entrepreneurs were encouraged to
find these things based on what they do and what
they overlook. This makes it possible to develop
online sales more efficiently. In addition, an
important marketing technique for community
enterprise businesses is the Word of Mouth
marketing resulting from customers being satisfied
with products and services. As a result, the same
customers of the community enterprises will come
back to use the service again and also spread the
word to close people or through social media, [23].
The previous research studied the model of local
wisdom knowledge management: a case study of
community enterprises in Nakhon Ratchasima
Province. It was found that in managing local
wisdom knowledge successfully, one approach is to
seek and seize knowledge that comes from within
the group and from the outside consultants in order
to create specific knowledge of the group and lead
to further knowledge exchange, [24]. However,
important variables that make the community
enterprises of Thailand remain strong even if they
are adapted to the changes that occur is Thai culture
which must be maintained to communicate with soft
power strategies through artist media and various
online media evidently, [25].
The last process is to create a platform that arises
from the implementation of this project. Consultants
have helped entrepreneurs systematically collect
important information on community enterprise
products. All product information and past stories of
each community enterprise can be brought online.
This action is extremely important because, in the
past, entrepreneurs have not yet implemented it.
Moreover, in some places, it is still working but not
up to date with updated information. In some places,
there is no effective access to consumers. Especially
when the COVID-19 outbreak has caused the
production process to be halted, the product cannot
be sold in the same channel.
Small and medium-sized business entrepreneurs
should adapt to the use of e-Commerce. Apart from
giving entrepreneurs more channels to sell products
and income, it can also increase the level of
closeness to customers and business integration with
other business owners, [26]. The operational
performance of the community enterprise depended
on the management and marketing factors mainly.
The shortage of operating funds is not the real
obstacle for community enterprises. The lack of
knowledge in the management of community
enterprises is the main cause and marketing factors
are the first reason for the business dissolution, [15],
[27].
6 Conclusion
The situation of COVID-19 dispersal creates
problems and has a huge impact on community
businesses, resulting in lower revenues and
increased inventory management costs for
community businesses as they are unable to
distribute their products to the market. This project
was carried out in accordance with the need to bring
products to market and increase the sales of
businesses, starting with the training of community
businesses to gain knowledge of online trading
techniques and develop marketing communication
and innovation of community business products.
This enables entrepreneurs to gain knowledge and
skills in online marketing.
After the training, the community enterprises can
familiarize themselves with the forms of online
trading and try to sell online themselves. The team
of consultants helped the entrepreneurs
systematically collect important information about
the products of community enterprises. All the
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product information and past stories of each
community enterprise can be put online. This action
is extremely important because entrepreneurs have
not implemented it in the past. Moreover, it still
works in some places, but the information is not up
to date. In some places, there is no effective access
to consumers.The results of the study show that
most entrepreneurs can use their knowledge to sell
products made in the community, and they can also
generate revenue and become known among
consumers in online media. The distribution
channels should become more diverse. In addition,
entrepreneurs can change and improve the media
themselves to ensure sustainability.
Among the conclusions from the implementation
of the achievement of the set goals, the researchers
can also propose policy recommendations to the
government sector and entrepreneurs in other
regions as follows:
Policy recommendations
1. The government should act as an intermediary
in providing low-interest funds or loans to
community enterprises. Thus, community
enterprises with low capital can have access to
funding sources for the development of their
products to increase their competitiveness.
2. The government should have a clear, concrete
and continuous policy to support and promote
community enterprises, such as organizing training
to educate community enterprises to improve the
quality of production of goods and services, from
the basics that urge community enterprises to use
the e-commerce system in doing business to
developing higher skills or technologies to expand
business sustainably.
Recommendations for community enterprises
1. Community enterprises should raise awareness
about the importance of real participation of each
member of a community enterprise in order to
understand the role and work together to develop
their community enterprises. They can operate in
collaboration continually. Working all together as a
team will be important to develop and ultimately
generate additional income.
2. Community enterprises should develop their
products to meet the changing needs of customers.
Entrepreneurs can find and collect big data from the
e-commerce system. They also need to develop
clean and safe packaging that extends the shelf life.
Processing to increase product value by adjusting
the perspective of customers needs to design a
variety of agricultural product processing.
Therefore, technology should be used in production
or processing. This will help make the products of
community enterprises more attractive and easier to
sell through online channels. The awareness of Thai
agricultural products that are unique can be created.
3. The leaders or presidents of community
enterprises with high commitment and leadership
will be the mainstay in bringing community
enterprises to transform into organizations that can
use technology in online distribution channels. An
efficient form of online trading will facilitate
communication between consumers and community
enterprises ultimately leading to a sustainable
increase in income.
Acknowledgement:
This research was supported by the Science,
Research and Innovation Promotion Funding (TSRI)
(Grant No. FRB650070/0168). This research block
grants were managed under Rajamangala University
of Technology Thanyaburi (FRB65E0503K.1).
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Sources of Funding for Research Presented in a
Scientific Article or Scientific Article Itself
This research was supported by the Science,
Research and Innovation Promotion Funding (TSRI)
(Grant No. FRB650070/0168). This research block
grants were managed under Rajamangala University
of Technology Thanyaburi (FRB65E0503K.1).
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2023.20.49
Krisada Chienwattanasook,
Krit Jarinto, Madaoh Sulong
E-ISSN: 2224-2899
548
Volume 20, 2023
Conflict of Interest
The authors have no conflicts of interest to declare
that are relevant to the content of this article.
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(Attribution 4.0 International, CC BY 4.0)
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Creative Commons Attribution License 4.0
https://creativecommons.org/licenses/by/4.0/deed.en
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