1.1 Introduction of the Study
1.2 Research Objectives
1.3 Statement of the Research Problem
1.4 Scope of Research
1.5 Limitation of the Research
1.6 Significant of the study
1.7 Definition of Terms
Everything is in the state of change nothing endures:We do not seek permanences.
Masatoshi Naito ; Matsushita Corporation
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The book industry is one of the most expansion fields since it is concern with both knowledge creation and utilization. The most successful cyberspace company is Amazon.com, which provides customers with a wide variety of books right at their finger-tips-convenient, fast and reliable. Other big publishers and retail chains such as Barns & Noble and Borders Books are now playing in this digital marketplace. However, the physical expansion of business through retail shops is still the key marketing function, but the direction is international. |
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This is a time of profound changes in which the key economic resources are knowledge , individual innovators and information. Technologies will gives us the ability to explore, convey and create knowledge as never before. Scully, John ; Chairman of Board and CEO of Apple Computer |
It is inevitable that every organization will face boundaryless competition through both cyberspace and physical global expansion. Asian countries including Thailand unfortunately now face a hostile competition from strong Western players. The Asian economic crisis served as a good reminder for all Asian countries that the traditional and conventional way of doing business has ended. To strive for the survival, organizations must seek radical change. But to be a successful change leader, an enterprise has to have systematic creativity and innovation. The main reason is that it produces the mindset for an organization to be a change leader. It makes entire organizations see change as an opportunity. Creativity and innovation should be a regular part of every unit within the enterprise, and of every level of management. For the Asian organization, to survive is to utilize the organizational brain to sustain and always create new movement. |
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Book Industry One of the most expansion fieldconcern with- knowledge creation - knowledge utilization  Book business through cyber spaceCustomer get what they want at"Finger - tip" Convenient, fast and reliable |
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However, Asian organizations are unlike Western enterprises. The issue of cultural differences must be carefully taken into consideration. Asian companies typically have a traditional way of running business, therefore it is a tough task for them to balance traditions and conventions with innovation and creativity. Thailand is not an exception. Thai entrepreneurs face the dilemma of either being creative or dead. Not only creativity needed but also innovation for organizational survival.
To sum up, creativity is vital for most of organization especially during a recovery. It is the answer for Thailand to survive the current turbulence and permanent volatility. It is now “The Age of Creativity”.
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There are no boundaries among countries anymore because of the digital world. Many Asian countries have faced with a serious economic crisis during the past two years, especially Thailand.
Knowledge management is well recognized as a competitive tools in today’s world. People serve as a crucial resource in the company. ABC is in the business of knowledge; it serves Thailand by providing English-language brainpower, which is an essential weapon to compete with foreign companies. It is essential that ABC must be creative in order to serve Thai society during this hostile competitive period. Otherwise, the Western giants may take over the markets as they try to do in other countries and other industries.
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ABC is now confronted with critical challenges affecting both the company and it’s future market such as
- Competition from other local booksellers
- Potential competition from large foreign bookstores and Internet book purchasing sites.
- The long-term successor to the present owner and Managing Director of the company.
Solutions to these critical problems require creative individuals and creative leaders to drive the company into a creative organization in order to ensure survival and consistent growth in the future.
The company currently possesses an inferior level of creativity because of the centralized structure, conservative management style and inexperienced/inefficient managers and staff. However, the organization is now restructuring, and implementing an ERP (Enterprise Resources Planning) software system; which is expected to improve the situation. The management team has a vision to compete in the international market and a training school is established systematically in order to generate the learning process in the organization. However, the program aims to develop task-oriented skills as the first priority; with creativity taking ssecond place. Hence, there are so many areas that the organization must focus on to improve its level of creativity, especially in terms of employees’ participation and the freedom of expression.
ABC cannot wait for international competitor to arrive in Thailand. It has to pre-empt competition by utilizing its own brain power, and aiming for creativity.
