Assessment of Potential SMEs Projects to Sustainable Success

WASANA SINRUNGTAM1, CHITRALADA TRISAKHON2,

KRISADA CHIENWATTANASOOK2*

1Department of International Business, Faculty of Business Administration,

Rajamangala University of Technology,

Thanyaburi,

THAILAND

2Department of Management, Faculty of Business Administration,

Rajamangala University of Technology,

Thanyaburi,

THAILAND

*Corresponding Author

Abstract: - This research aims to evaluate the project's success from the stakeholders in creating sustainable

outcomes and identify the problems and obstacles in the development of online marketing projects. The study

takes a mixed-method approach, obtaining information from three distinct groups of people: customers

(through qualitative research), business owners (through quantitative research), and government officials and

municipal administrators (through qualitative research). This study highlights the imperative of incorporating

the collective efforts of all three groups to enhance the likelihood of achieving success and maintaining the

project's long-term viability. Previously, the absence of collaborative management has resulted in the

misallocation of resources toward resolving issues that were not aligned with the intended objectives. Upon

examination of the business owners, it was discovered that implementing additional sales channels gave a

notable and favorable outcome. The project evaluation using the CIPP model revealed that the processes

implemented for customer management were deemed of exceptional quality. Critical difficulties and challenges

were also noted, such as the requirement for business owners to possess IT skills to produce compelling media

and the customers' desire for a user-friendly platform design. In the public sector, it is found that the

government should evaluate entrepreneurial endeavors to find those deserving of continued development. Other

recommendations for this study include offering support as a best practice and developing long-term evaluation

standards.

Key-Words: - Community Enterprise, Project Evaluation, Sustainable Success

Received: March 12, 2023. Revised: August 14, 2023. Accepted: October 7, 2023. Published: October 17, 2023.

1 Introduction

The COVID-19 crisis is a big wave that has caused

significant disruption and has had a substantial

impact on the economy. It affects the supply chains

of companies dependent on income from other

countries, such as tourism, imports, and exports,

and it has also had the same effect on community

businesses. They immediately adjusted and were on

the lookout for fresh possibilities. Both

communities and community enterprises will

benefit if community enterprises can adapt to this

wave of COVID-19 sustainably. Many towns and

businesses know this, particularly food-related and

food-processing firms that are assumed to be

prepared for adjustments to survive the crisis. They

are also attempting to persuade the community to take

a new path, which they call the "online path." This is

their take on a format that some community members

may not be familiar with, such as buying food online

and having it delivered by one of the many popular

courier services. In addition to this, they have devised

methods for posting information regarding product

sales and routes of distribution that are recommended.

The brains of communities have been opened up to

new ideas, and technological advancements have

been made to enhance distribution routes, even while

the communities have maintained their physical

isolation. Because of this, they can transform their

company throughout the New Normal and sustainably

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emerge victorious from the crisis. Online sales during

COVID-19 allow businesses to publish product sales

24 hours a day, providing flexibility for both sellers

and customers while removing the need for a physical

storefront entirely.

Through a strategy for economic recovery, the

government is attempting to expedite the

implementation of assistance policies as quickly as

possible. The primary emphasis of the plan is to help

local businesses resolve difficulties relating to the

quality of raw materials and their processing,

production, and product backlog issues in the region,

as well as issues with the distribution and export of

goods in the region. This is done with the goals of

revitalizing the area and producing cash, establishing

new local enterprises, stimulating more learning and

innovation in commerce on digital market platforms

online, and fostering the growth of the local economy.

The process of utilizing agricultural items as

significant production inputs is the process that is

known as the food industry. Some examples of

agricultural products are grains, animals, and

fisheries. During manufacturing, various

technologies are utilized to create consumer-

friendly items or commodities that can be put to

further productive use. In addition, it involves

prolonging the shelf life of agricultural products by

initial or intermediate processing, semi-finished, or

finished goods processing. In the province of

Chachoengsao, this industry is one of the sectors

that has the potential to experience growth in the

years to come. It includes all aspects of the food

processing industry.

As a result, the primary focus of this article will

be an evaluation of the project's overall

performance across all three components. The

following are the components of each course: To

begin, it is necessary to discover people who are

interested in running successful community

companies that deal with food and train them how

to do it. Hands-on business training is frequently

delivered through digital mediums such as

websites, Facebook, and Line OA. Second,

developing various digital data sources and offering

strategic marketing guidance. Third, increasing

brand awareness and customer awareness by

promoting and disseminating information through

various online platforms. Prioritizing long-term

viability increases the likelihood that business

owners can continue operating after completing the

formal project.

This investigation's primary objective is to

develop a method for efficiently obtaining detailed

information from project stakeholders and

evaluating how far along the project is. Everyone

participating in the project will be kept informed of

any restrictions or challenges that may arise

throughout its execution, and they will work

together to figure out solutions to these problems

while the project is still in progress. This activity is

a way of organizing efforts collectively rather than

leaving it as the responsibility of one party as a way

to avoid duplication of work. It is recommended to

have an independent third party be in charge of

performing assessments to maintain openness.

These evaluations should be based on requirements

and the effectiveness of the budget.

1.1 The Objectives of the Research are as

Follows:

1) To assess the project's success from stakeholders

to create sustainability.

2) To determine the issues and challenges of

creating the internet marketing project.

2 Literature Review

2.1 Evaluation Approaches (CIPP Model)

According to, [1], evaluation is the process of

describing, accumulating, and analyzing data to

make appropriate decisions based on the data. The

"CIPP" Evaluation Model is a four-dimensional

system assessment, [2]. The CIPP Model is applied

to analyze system-related processes to the quality,

merit, and relevance of the issue being examined for

decision-making. During the process's evaluation

phase, some factors considered include precision,

practicability, appropriateness, and utility, [3]. The

client or other stakeholders, as well as the

evaluators, are obligated to collaborate on matters

relating to the requirements of evaluation consumers

and the concerns of the beneficiaries. The

investigation considers four issues, each of which

will be discussed in more detail below.

C: Context evaluation is an analysis of the data

pertinent to determining the most important values to

consider while establishing objectives. Beneficiaries'

requirements, assets, and problems in the surrounding

environment are assessed. Additionally, [4], proposes

including input from industry experts, academics, and

policymakers in the review procedure.

I: Input evaluation is an assessment of

preliminary factors or inputs during project

implementation and the adequacy of resources

used, such as personnel, materials, time, as well as

technology and operational plans, [5], for planning

(plans) and selecting strategies that meet the needs

and are feasible, as well as the budgets related to

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the project plan (budgets of the Selected approach),

[6].

P: Process evaluation is an evaluation of the

operational procedures utilized by the project. This

evaluation may include monitoring and

documenting various actions and the resources

being utilized by the project. According to, [7],

suggest that this should be recorded as proof at

every step to be used as data for further

development, improved efficiency, and higher

productivity. As a result, doing so is quite helpful

in determining the aspects of the successful project

and those that want improvement.

P: Product evaluation is an assessment of the

outcomes of a project, as described by, [8], who

mentioned the usage of the CIPP Model to evaluate

and compare against the objectives, aims, or

predetermined expectations of the project. P: Product

evaluation is an assessment of the outcomes of a

project. This involves the evaluation of the project's

impact, effectiveness (evaluating the quality and

relevance of the outcomes), sustainability (rating the

project's success and continuity), and transportability

(evaluating the potential to adapt the project's success

to other initiatives).

As a result, the concepts and strengths of the

CIPP Model can be separated into two distinct

roles. It is a reliable, complete evaluation method

comprising both formative and summative

evaluation, as stated in a summary supplied by, [6].

The study, [9], uses the role of formative

assessment as a guide to aid in decision-making to

create and refine continuing operations. This

ensures that the project will have a high level of

quality. In addition, [10], analyzes the quality of the

project, as well as its cost-effectiveness and general

significance, using the data from the CIPP. This

evaluation can be seen here. The CIPP Model

should be evaluated once the project has been

finished so that a determination can be made

regarding the quality and the value of the work

done on the project.

The CIPP Model distinguishes itself from

traditional evaluation methods by incorporating a

comprehensive assessment approach. Unlike

conventional evaluations that solely focus on the

outcomes of a project, the CIPP Model evaluates

the project by considering the entire process,

encompassing the input stage through to the

resulting outcomes. If any aspect of the project has

deficiencies, it can be swiftly detected and

remedied.

2.2 Concepts Related to the Success of

Community Enterprises Include the

Following:

When examining the impact of community-based

enterprises on a country's GDP and their

contribution to a nation's journey toward

prosperity, [11], elucidated that community

enterprises possess the capacity to generate both

social and economic value. These organizations

have demonstrated the ability to attain scalability

and sustainability within developing economies.

Community enterprises are widely recognized as a

crucial sector that receives significant

governmental assistance. These firms, operating at

the community level, encounter several hurdles in

performing their commercial activities, primarily

stemming from limited resources such as cash,

knowledge, networks, and marketing channels.

Moreover, the pursuit of sustainable development is

often deemed to be achieved by cultivating the

economy at the grassroots level. This approach is

regarded as genuine due to the pivotal role played

by community companies, which operate

distinctively from conventional profit-oriented

commercial units. Community enterprises aim to

facilitate reciprocal support and assistance within

the local community. According to, [12], achieving

business success is defined as managing activities

in line with the goals. The aims that have been

established for the organization. In other words,

business success is managing activities according

to the organization's goals and aims.

According to, [13], the perceptual evaluation of

business performance can be measured in three

different ways: growth measurement, which includes

measuring revenue, branch expansion, employee

numbers, market share, and profit from operations;

profitability measurement, which includes

measuring profit rates; and survival measurement,

which includes measuring how long the business has

been open, [14]. The research conducted by, [15],

utilized a multidimensional dynamic performance

measuring approach that included the following five

dimensions to evaluate the levels of achievement

attained by groups and organizations.

1) Financial dimensions include capital, sales

volume, net profit, and revenue growth.

2) Marketing dimensions include customer

satisfaction, customer retention rate, and service

quality, [16].

3) Processes and production dimensions include

the time it takes for new products and services to

access the market and the quality of developing

new products and project management processes.

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4) Labor and people development dimensions

include the retention rate of highly skilled

individuals, technical and skill development, and the

quality of leadership development within the

business, [17].

5) Future dimensions involve depth and quality

in strategic planning and preparedness for external

environmental changes, [18].

Indicators of success for community enterprises

highlighted by, [19] are input, process, and output

factors.

1) Input factors for effective management and

administration include accountability and honesty.

The availability of essential resources and skilled

labor in the area also has a role.

2) Process factors (determining the success or

failure of community businesses) include

management, personnel system, leadership,

workforce, and member participation.

3) Output factors include diverse production,

increasing new items, and gaining certification by

community and market criteria. Members of the

group are pleased, and the number of members

grows. Furthermore, benefits are distributed in a

timely and equitable manner.

As a result, the true success of a community

enterprise also depends on four significant factors:

the leadership and ethical conduct of the

community enterprise leaders, the participation of

members within the group, [20], the group learning

of all members within the organization, as

emphasized by, [21], which focuses on setting clear

goals and criteria, and the ability to rely on oneself,

leading members to be aware of desires, roles, and

goals that they are working toward through the

community enterprise. Support from an external

network for learning, the development of thinking

processes, training, and the study of exemplary

practices related to technology and marketing as the

basis for developing innovative products directly

contributing to financial success, [22], including

the creation of another generation of members in

the short and long terms. This will instruct other

communities, convey their expertise, and share

what has been learned by the community.

According to, [23], these variables determine

whether or not a community company may

continue operating without the participation of its

founding members.

2.3 Conceptual Framework on the

Sustainability of Community Enterprises

The operating expenses, labor productivity,

production capacity, land use, profitability,

performance results, growth rates, and

competitiveness of a company are all factors that

are considered when determining its potential for

long-term success, [24]. The ability of a

community company to create money, sustainably

increase income, and provide employment

opportunities for members of the local population

is, nonetheless, the fundamental aspect of a

community company that can be used to evaluate

its long-term viability. It is impossible to

overestimate the significance of three important

aspects, [25].

The economic pillars strive to achieve three

overarching objectives: more production, increased

gratification of core wants, and increased equity in

allocating wealth. Developing a vibrant economy is

another important factor in ensuring long-term

existence. To foster innovation, [26], emphasizes

the need to achieve two goals: increasing

competitiveness and independence. A higher

standard of living, increased stability, and increased

independence are positive developments for the

general population.

The social pillars incorporate the twin tenets of

justice and equality to foster sustainable growth.

According to, [27], argue that equality in people's

ability to participate in society and access its

resources and opportunities is essential.

The environmental pillars consist of things like

sustainable resource utilization and the preservation of

natural capital, both of which have to be preserved

and handed down to subsequent generations, [28].

For community entrepreneurs to achieve

progress toward the Sustainable Development

Goals (SDGs), they must emphasize collaboration

and the application of innovative technology in the

operations of community companies, [29].

Community enterprises should constantly evolve

their business, especially their products, to meet

rapidly changing customer needs. Accessing Big

Data from an e-commerce system is also a priority.

In addition, the customer's perspective should be

incorporated into the design of packaging that is

clean, safe, and extends shelf life, which will help

make the community enterprise's products more

attractive and easier to market, [30]. Only then can

they make the development that will allow them to

move closer to achieving the SDGs. Community

companies were not properly equipped to respond

to technology-driven web marketing when

businesses worldwide were hit by the COVID-19

pandemic, [31]. Providing assistance and advice to

business owners is one of the government's

priorities in its effort to encourage the growth of

companies in a sustainable manner. Because of this,

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community enterprises can generate cash and offer

employment possibilities at the local level.

Within the framework of community businesses,

the principles of sufficiency economics have been

implemented in Thailand to achieve sustainable

local development. The method in question is

referred to as "sustainable development." This

activity seeks to improve people's livelihoods

without having a harmful influence on the

environment; the increase in individual happiness is

the ultimate goal of this attempt. Software

developers must have love, compassion,

responsibility, and respect for other humans despite

this. It should be no surprise that human flourishing

is intimately tied to progress. According to, [32],

research, the following three concepts serve as the

guiding force for development:

Understanding entails using already collected

data, looking for and exploiting contextual

information, conducting research and analysis, and

conducting experiments until meaningful outcomes

are realized.

Access implies internal explosion, social

intelligence development, and target group

knowledge.

Development refers to work done by the people

themselves, with their support, and through a

system for sharing knowledge that others can

understand and use.

Consequently, the "Royal Principle" is an

excellent path to take for development, as it

addresses societal crises and endeavors to raise

incomes through the pursuit of knowledge until one

reaches a level of self-sufficiency. This level of

self-sufficiency is a significant goal to spread

stability, prosperity, and sustainability at the

individual, community, societal, and national levels

in the future.

Nevertheless, achieving sustainable development

is not entirely dependent on external assistance, such

as financial backing from the government, as it

cannot provide seamless progress due to the absence

of consistent governmental policies. Hence,

community companies ought to depend on self-

sufficiency by employing the subsequent methods:

According to, [33], the critical factors for success in

a group setting include the establishment of robust

cooperative groups, the presence of competent group

leaders, the creation of distinctive products, the

utilization of innovation and technology for product

development, and the establishment of collaborative

networks to enhance the group's internal strength.

2.4 Research Framework

The scope of the research consists of three

main activities (Figure 1).

Fig. 1: Scope of the research

3 Research Methodology

For the objectives of this study, qualitative and

quantitative data were gathered and analyzed using

a mixed methods approach. This research

methodology is called a blended methods approach,

[34]. The research is conducted using the

Convergent Parallel Design, [35], which involves

evaluating the project in two distinct ways:

quantitatively, through the use of surveys as a tool,

and qualitatively, through the conduct of interviews

with stakeholders discussing the project's

completed results. The Convergent Parallel Design

was created by, [35], in 2011.

1) Quantitative research is a survey-based

methodology that employs cross-sectional data. In

this study, the researchers employed structured

questionnaires to acquire survey data from 125

business representatives who are entrepreneurs.

2) Qualitative research is a method of

investigation that entails conducting in-depth

interviews with 25 individuals chosen by

convenience sampling to supplement and support

quantitative research.

In the context of this analysis, the term

"triangulation" refers to developing an all-

encompassing comprehension of a phenomenon

through applying different approaches or sources of

data in quantitative and qualitative research, [36].

Triangulation analysis is also seen as a qualitative

research tool for checking accuracy by combining

data from multiple sources, as, [36], [37], proposed.

This approach combines data from multiple

sources. In this article, a triangle format is

presented, which is comprised of the following

three key assessment data sources:

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1. Evaluation of the company's sales success

during the project by a group of customers utilizing

qualitative research in the form of interviews with

consumers and analysis using the Grounded Theory

method. The Atlas ti software is what is utilized.

2. Evaluation of the project's overall success by

a group of business owners using quantitative

research in the form of questionnaires and

analyzing the data with confirmatory factor

analysis.

3. Evaluation of the project's performance by

conducting interviews with representatives of

important government agencies to evaluate the

project results and identify challenges and

impediments to online marketing. This is a

qualitative study that was carried out by conducting

consumer interviews and then analyzing the results

using the Grounded Theory methodology. The

Atlas.ti software is what is utilized.

4 Research Findings

The findings of the study can be categorized into

three different categories, namely, the group of

customers, the group of business owners, and the

group of relevant government officials.

Group 1: Customer Group: Perform a

qualitative analysis of the data obtained from the

consumer groups and evaluate the results. The

following analysis diagram demonstrates the

evaluation findings conducted on the business sales

made during the project that the client group

presented (Figure 2).

From a high-level perspective, it can be broken

down into the following two sub-issues:

1. The problem of making recommendations for

increasing the effectiveness of online sales may be

explained using the image, which consists of 12

components grouped in order of decreasing

importance as follows.

Ranking 1: Customers should be able to easily

access media data on the platform, even if they

need to learn more about technology. This could be

done by making buttons or icons on websites that

make it easy for customers who don't know much

about technology; Ranking 2: Business owners

should make static images and videos that look

good and are creative, and that successfully show

how high-quality their products are; Ranking 3:

Having similar goods that don't stand out and don't

have the desired identity is a big problem for online

businesses; Ranking 4: Products should be

improved, such as by using technology to make

them, to make them last longer and be more

durable; Ranking 5: Businesses should expand their

sales outlets across different platforms, like

TikTok, Lazada, Shopee, and Amazon, because

different customer groups are interested in different

platforms; Ranking 6: Business owners should post

text, photos, and videos at regular intervals to keep

customers interested and raise recognition; Ranking

7: Businesses should take part in events like OTOP

exhibitions that are put on by government bodies;

Ranking 8: People who own businesses should

have good transport services and good packaging;

Ranking 9: business owners should have

promotions all year long to boost sales; Ranking

10: Businesses should have unique goods, but they

should also tell stories to show what they do well;

and Ranking 11: Businesses should sell food that is

special to their area and worth promoting and

selling online.

12: The product's design should have a unique and

distinct identity that distinguishes it from other

products (Figure 3, Figure 4).

Fig. 2: Findings of the evaluation conducted on the business sales made during the project from the customer's

perspective (Demand side)

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Fig. 3: Problem of making recommendations for increasing the effectiveness of online sales

Fig. 4: Customer's view on satisfaction and project

outcomesRank 1: Most consumers are pleased with

the project's online sales support and advice.

Rank 2 : Most customers say the project was

successful and generated satisfactory outcomes.

2. Evaluating results from business operators' data

through quantitative analysis.

Group 2, consisting of business owners who are

part of the community enterprise involved in the

project, has undertaken project assessments utilizing

the CIPP Model. This model emphasizes evaluating

the project over its entire lifecycle, from its initiation

to its culmination. In this phase, quantitative research

methods will be utilized to gather data, analyze it

using descriptive statistics, and employ confirmatory

factor analysis. The data on the demographics are

presented in Table 1.

According to Table 2, most participating

business owners are female. They are over the age

of 50, have a bachelor's degree, have been in

business for more than 10 years, and their average

monthly revenue from product sales is less than

10,000 Baht. Additionally, they have been in

business for more than 10 years. These are the

qualities shared by the proprietors of the businesses

taking part.

Table 1. Data on the demographics

Demographic Factors

Frequency

Percentage

(%)

Gender

Male

20.8 %

Female

79.2 %

Age

Below 20 years old

1.6 %

21–30 years old

9.6 %

31-40 years old

6.4 %

41-50 years old

13.6 %

Above 50 years old

68.8 %

Education

Below bachelor’s degree

42.4 %

Bachelor’s degree

44.8 %

Above bachelor’s degree

12.8 %

Occupation period

Less than 1 year

8.0 %

1-3 years

12.8 %

4-6 year

5.6 %

7-9 year

16.0 %

10 years or above

57.6 %

Income (Month)

Less than 10,000 baht

48.8 %

10,001-20,000 baht

38.4 %

20,001-30,000 baht

6.4 %

More than 30,001 baht

6.4 %

Total

125

100.0 %

Table 2 shows that a variety of factors

influence project success. The import factors have

the highest average value of 4.55. The composition

factors are the second factor, with a value of 4.50.

The third factor, with a value of 4.49, is production

factors. The fourth element, with a value of 4.32, is

process factors. The fifth component, impact, and

benefits, also have a value of 4.32. Finally, the

contextual components of the problem have a value

of 4.05.

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Table 2. Data and descriptions from descriptive statistics

Variables

Minimum

Maximum

Mean

Std. Deviation

Rank

Context evaluation

1.00

5.00

4.05

0.66

Input evaluation

3.67

5.00

4.55

0.43

Component evaluation

3.80

5.00

4.50

0.45

Process evaluation

3.00

5.00

4.32

0.53

Output evaluation

3.00

5.00

4.49

0.55

Outcome evaluation

2.75

5.00

4.31

0.55

4.1 Confirmatory Factor Analysis Model

Fig. 5: Confirmatory factor analysis model

Table 3. Confirmatory factor analysis result

Variables

No. of Item

Cronbach’s Alpha

Standardized

Regression Weights

p-value

Rank

Context evaluation

0.798

0.183

0.047*

Input evaluation

0.875

0.886

0.000*

Component evaluation

0.902

0.908

0.000*

Process evaluation

0.939

0.847

0.000*

Output evaluation

0.916

0.748

0.000*

Outcome evaluation

0.901

0.717

* p-value less than 0.05

Table 3 shows that the findings of the

Confirmatory Factor Analysis model have t-values

larger than 1.96 and p-values less than 0.05,

indicating that all factors can be utilized to confirm

the model's accuracy (Figure 5).

Following is a list of the most significant factors

that have been identified to contribute to the

successful completion of the project, as determined

by the findings of the analysis: 1) Component

evaluation, which analyzes each component of the

project to determine how much of a contribution it

makes to the overall success of the endeavor; 2)

Input evaluation, which evaluates the readiness of

the project in terms of necessary resources; 3)

Process evaluation, which focuses on the activities

and techniques of the project from the beginning to

the end; and 4) Output evaluation, which examines

the results of the project. An assessment of the

project's results, which involves determining

whether or not the endeavor was successful in

accomplishing the goals it set out to accomplish

and generating the outputs that were envisioned; )

Outcome evaluation, which discusses the overall

results of the project and how they affect all

stakeholders; and 6) Context evaluation, which

examines the necessary needs for project planning

by taking into account external conditions and

anticipated problems.

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Table 4. Goodness of Fit for Measurement Model

Index

Acceptable Values

Statistical Values

p-value

≥ 0.05, [38]

.703

CMIN/DF

< 3.00, [39]

4.647 / 7 = 0.664

GFI

≥ 0.85, [40]

.988

AGFI

≥ 0.80, [40]

.964

NFI

≥ 0.80, [41]

.990

CFI

≥ 0.80, [42]

.999

TLI

≥ 0.80, [43]

.999

RMSEA

< 0.08, [44]

.000

Model Summary: Acceptable Model Fit

Remark: CMIN/DF = The ratio of the chi-square value to the degree of freedom, GFI = Goodness-of-fit index,

AGFI = Adjusted goodness-of-fit index, NFI = Normed fit index, CFI = Comparative fit index,

TLI = Tucker-Lewis index, and RMSEA = Root mean square error of approximation.

Fig. 6: Evaluation results of the business sales in the project

Table 4 shows that the empirical data and the

model are compatible with one another throughout

all of the indicators. As a direct result of the

requirements for testing developed by confirmatory

factor analysis, the model can, consequently, be

considered accurate.

Group 3: Government agencies and provincial-

level supporting organizations: A qualitative

analysis was used to evaluate the data provided by

public sector organizations and executives working

for local governments.

The following analysis diagram provides a

visual representation of the evaluation results of the

business sales in the project that executives from

the public sector and local government presented

(Figure 6).

The following is an explanation of the most

important aspects to consider while evaluating the

project, based on the image, arranged in decreasing

order of significance:

1) Entrepreneurs stand to gain a lot from

participating in this effort.

2) It gives business owners the ability to

broaden their sales channels to include Internet

platforms in addition to traditional retail outlets;

3) It assists business owners in the creation of

their content, which may include writing,

photographs, and media;

4) Representatives from the government and

officials at the local level think that this is a

fantastic concept;

5) This effort emphasizes the significance of

making sales on the Internet to business owners;

6) The procedure for the project is well-defined

and easy to understand;

7) The changes brought about by the digital era

are reflected in this project;

8) It is beneficial to the tourism industry of the

country;

9) It paves the way for long-term growth in all

aspects of society, including the economy and

environment;

10) The income of business owners is boosted

as a result.

5 Discussion of the Results

In direct response to the COVID-19 epidemic in

Thailand, numerous programs were launched to

support small and medium-sized enterprises (SMEs).

When an evaluation strategy has been implemented

to determine the outcome of anything, it is necessary

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to take remedial action and launch new initiatives

similar to those already implemented. Since, [45],

states that "in the era of the global economy, SMEs

are recognized as a mechanism for sustainable

economic development," it is safe to say that this

project will continue to be successful for

entrepreneurs in the future and will help improve

distribution channels through the use of technology

and improved skills of entrepreneurs. In addition,

this project is likely to contribute to the growth of

the global economy. There are three main areas

where small and medium enterprises (SMEs) face

challenges: Environmental issues, global

competition, and technological improvements. Two

technological requirements for successful adaptation

in the small and medium enterprise (SME) sector in

today's globalized economy are the readiness of a

technologically skilled workforce within the

economic system and the identification of

opportunities for new technologies to compete

within the macroeconomic environment. Both are

prerequisites for successful technological adaptation.

A significant barrier to the success of community

enterprises, especially in developing countries, is the

need for access to education and economic

resources. Most entrepreneurs need more skills and

capital, [46]. According to [46], found that the main

obstacle is the need for adequate knowledge,

especially in technology and information systems,

which leads to delays in accessing and using digital

marketing. However, if entrepreneurs have a strong

drive, they will eventually be able to succeed in

community business.

Moreover, quantitative research shows that

process factors are most important from the

entrepreneurs' perspective. This is evident from the

relative importance of the various considerations.

According to [47], explained that this means that

projects follow a standard format, how they are

communicated, how long they last, how motivation

grows during the project, what tasks are completed,

and how success is determined. They pointed out

that evaluating project processes is an essential part

of a suitable evaluation tool, as it helps business

owners spot opportunities to improve processes in

subsequent projects. They also noted that reliable

assessment tools have commonalities.

Consideration of problem background is the least

important and least significant factor. Whether it is

the result of a pandemic or the current context of

fierce competition, it suggests that entrepreneurs

have yet to experience the impact on their business.

The results of the [48], study are consistent with the

technological changes that business leaders must

adapt to. They concluded that the evaluation

process used by SME owners with the dual purpose

of learning and quality control is a critical factor in

the success of SMEs. The second factor is the high

entry barrier when considering IT spending due to

the need for a more strategic vision and the

uncertainty of the long-term impact of such

investments on the business. The lack of education

is responsible for this hurdle.

According to [49], it was stated that

entrepreneurs should create a user-friendly menu

and have talent in developing effective media to

warn customers about the problems and obstacles

that the project will encounter. The willingness of

managers to use technology in their personal lives

and the commercial skills of small and medium-

sized enterprise (SME) managers are two broad

categories that can be used to classify essential

skills. According to the results of the research

conducted by [50], small and medium-sized

enterprises (SMEs) should be assessed against four

criteria using the development framework

developed for large organizations. The most

pressing problems are related to the availability of

human resources and the integration of new

technologies.

Another major problem for Internet businesses

is the sale of similar goods that are similar to

others. Therefore, new products should be created,

such as using technologies for processing food to

extend its shelf life. This is in line with the findings

of [51], who found that to be successful, one must

create products that are unique and have a faster

development and launch time. Consequently,

entrepreneurs are advised to pay particular attention

to how quickly they implement technologies that

give them an edge over their competitors.

The comprehensive and impartial evaluation of

initiatives is another intriguing issue. For instance,

they were assessing project outcomes by involving

stakeholders directly. In the past, the government

prioritized project efficacy based on its objectives

and the key performance indicators established by

its agencies. This approach occasionally lacked an

integrated view of the performance requirements of

stakeholders, which hindered real collaboration.

According to [52], confirmed that complete

collaboration between community enterprises, the

government, and the private sector in the execution

of any project leads to success, efficiency, and

effectiveness.

5.1 Recommendations for Policy

1. The government should study community-run

businesses to identify the most successful

businesspeople and encourage the growth of their

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businesses to increase the capacity to produce

higher standard goods. This can be achieved by

providing grants or low-interest loans and frequent

evaluations after assistance is provided.

2. The government should have transparent and

consistent regulations to evaluate the effectiveness

of Internet marketing. These policies should focus

on the skills entrepreneurs must have or how to use

sophisticated technologies to grow their businesses

sustainably and profitably.

3. The government sector should work with the

Ministry of Commerce, provincial development

agencies, and local governments to ensure

transparency in assessing community businesses.

4. New and improved indicators are needed

superior to the CIPP model that represents project

performance on non-monetary factors. These

indicators should also reflect progress concerning

society, communities, and the environment.

5) The person responsible for the project from

the government sector should delegate the task to a

central agency or an external representative (or a

third party) to be responsible for evaluating the

performance of the project to reduce corruption,

promote transparency, and identify the real issues

that can be dealt with appropriately.

5.2 Recommendations for Community

Enterprises

1. Community businesses need to be made aware of

the problems that will arise from significant,

uncontrollable changes in the business

environment, and they need to respond quickly.

They will eventually have to go out of business if

they do not adapt.

2. Community businesses should improve their

offerings to satisfy consumers' shifting wants. They

should not market comparable goods. To make

their items stand out, they could want fresh

concepts.

3. Entrepreneurs must have a strong sense of self-

motivation because, with it, it is easier to succeed,

even with support from the public and private

sectors.

Acknowledgments:

This research was supported by the Science,

Research, and Innovation Promotion Funding

(TSRI) (Grant No. FRB650070/0168). This

research block grant was managed under

Rajamangala University of Technology Thanyaburi

(FRB65E0506K.4).

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Contribution of Individual Authors to the

Creation of a Scientific Article Ghostwriting

Policy)

- Wasana Sinrungtam: Project administration,

Supervision, Conceptualization, Methodology,

Data curation, Validation, Investigation, Writing

– original draft.

- Krisada Chienwattanasook: Supervision,

Conceptualization, Methodology, Data Analysis,

Validation, Investigation, Writing – original

draft, Writing – review & editing.

- Chitralada Trisakhon: Data curation.

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 grant was managed under

Rajamangala University of Technology Thanyaburi

(FRB65E0506K.4).

Conflict of Interest

The authors have no conflict of interest to declare.

Creative Commons Attribution License 4.0

(Attribution 4.0 International, CC BY 4.0)

This article is published under the terms of the

Creative Commons Attribution License 4.0

https://creativecommons.org/licenses/by/4.0/deed.e

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Krisada Chienwattanasook

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