Potential development of entrepreneurial in the footwear industry for digital market

Abstract

The objectives of this research are; 1) to study the level of importance of factors affecting the potential development of entrepreneurs in the footwear industry for digital market, 2) to study marketing strategies, competitiveness, use of information technology and advertising management that influence the potential development of entrepreneurs in the footwear industry; and 3) to propose the guidelines for the potential development of entrepreneurs in the footwear industry towards the digital market. The research findings reveal that; 1) the marketing strategies, competitiveness, use of information technology and advertising management affect the potential development of entrepreneurs in the footwear industry at a very important level, 2) the key factors influencing the potential development of entrepreneurs in the footwear industry in priorities are marketing strategies, competitiveness, use of information technology and advertising management, 3) the guidelines for the potential development of entrepreneurs in the footwear industry for digital market are that the government should set the strategies for product development to mainly expand the export market share, promote the investment capital for entrepreneurs to access financial institutes, build confidence by showing entrepreneurial potential in society, reduce taxation measures on materials in the footwear manufacturing, promote modern design, and train employees and entrepreneurs to elevate the standards of the Thai footwear industry