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Strategies to Outperform in a Blur Future: C-Level’s Perspective

 

 

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Received:
January 2, 2025

Revised:
February 5, 2025

Accepted:
February 20, 2025

 

Dr.Jarujes Thanksooks* Dr.Jakkrit Thavorn Dr.Monthon Sorakraikitikul

Dr.Somboon Kulvisaechana Dr.Sawitree Serirungsun
Assistant Professor of Department of Marketing,

Thammasat Business School, Thammasat University

(*Corresponding Author)
Dr.Thanawut Limpanitgul Dr.Suthinee Rurkkhum Dr.Chaturong Napathorn
Associate Professor of Department of Marketing,

Thammasat Business School, Thammasat University

 

 

 

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Keywords:
Strategy, Key Success Factor, Competitive Advantage, Entrepreneur, Business Situation, Strategy Implementation

ABSTRACT

This research aims to explore the perspectives of individuals in leadership or entrepreneurial roles within organizations regarding strategies that foster success in an ever-changing business environment, particularly galvanized by a sense of ambiguity. The qualitative research study was conducted in four stages: 1) in-depth interviews with executives and entrepreneurs from 17 organizations across multiple industries, 2) analysis of the data through a thematic analysis approach, 3) a discussion of the findings, and 4) the study conclusion. The results reveal that, from the viewpoints of executives, business success under unprecedented contexts is driven by two main categories of strategies: internal and external. Internal strategies include fostering organizational agility, optimizing workflows, enhancing employee skills and developing new competencies, promoting a strong organizational culture, improving internal communication, and ensuring strategic leadership. External strategies encompass managing stakeholder relationships, analyzing the business environment, enhancing service delivery, and implementing effective strategy evaluation and control mechanisms. The findings offer valuable insights that empower organizations to refine, if not revisit, their strategic planning and execution processes as critical components to secure a competitive advantage.

 

 

 

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