Bodhisastra Review Journal

Challenges and Approaches to Developing Educational Administration in the Digital Age: A Critical Analysis for Sustainable Adaptation

2025-08-20T15:21:08+07:00

This academic article aims to present the challenges of educational administration in the digital age and propose development approaches suitable for the context of Thai education. It employs document analysis and comparative case studies. The study's findings indicate that adapting to the digital age requires changes in four key dimensions: 1) restructuring the organization strategically to emphasize agility and decentralization, 2) developing holistic personnel competencies that encompass both digital skills and leadership, 3) transforming the organizational culture into a learning and innovation organization, and 4) developing integrated technology systems and learning management. The analysis of successful case studies highlights five critical factors: visionary leadership, continuous personnel development, systematic infrastructure investment, fostering an innovation culture, and building strategic partnership networks. This article offers strategic practices that school administrators can apply to lead their organizations toward sustainable change.

A critical review of the role of organizational culture in international business management in the Asian context

2025-11-03T21:45:26+07:00

This academic article aims to study the role of organizational culture in international business management within the context of Asian countries. The objective is to review, analyze, and synthesize critical knowledge from relevant research to examine the development of key concepts, theories used for explanation, and academic gaps that have not been sufficiently studied. The study methodology includes theoretical analysis and a detailed literature review of the main organizational culture models using Schein, Hofstede, and Trompenaars' models, along with a comparison of the cultural characteristics of Western and Asian societies. The analysis results indicate that most Western theories have limitations in reflecting the dynamics and specific characteristics of organizational culture in Asia, including the importance of collectivist values, respect for hierarchy, and indirect communication styles, which directly affect the management processes within organizations.

The Development of Educational Leadership in Thailand: A Pathway to Sustainable Education Quality in the 21st Century

2025-09-17T18:22:06+07:00

This article aims to study the development of educational leadership in Thailand as a pathway to sustainable education quality in the 21st century. The study found that in the 21^st century, Thailand faces international competition and the impacts of globalization, necessitating reforms in the education system to develop human resources with competencies comparable to international standards. The focus should be on improving curricula, developing teachers, and conducting classroom research, with school leaders playing a crucial role in driving educational policies. Educational reform should concentrate on four main dimensions: students, teachers, schools, and management systems to enhance the effectiveness of education management and develop 21^st-century skills. Additionally, technological changes and lifestyle shifts affect educational management, requiring educational leaders to employ both science and art in their management practices to achieve objectives effectively, especially within the context of an aging society and technology access. The development of human resource management and effective communication skills is essential for organizational operations. Integrating these skills with effective communication will strengthen internal relationships and enhance work capabilities. Therefore, educational leaders should possess key characteristics such as broad knowledge and strategic vision. Leadership development should be based on empirical evidence and adopt a systematic approach, starting with the preparation of executives and the development of graduate curricula, to produce educational leaders capable of sustainably managing change in a manner suitable for Thailand's context.

Digital Government and Public Administration in Thailand: A Documentary Analysis of Its Impacts on Administrative Efficiency and Human Capital Development in the Public Sector

2025-09-14T19:10:19+07:00

This article aims to examine the impact of digital government on the dynamics of public administration in Thailand, focusing on the analysis within the framework of the relationship between structural efficiency and the development of human capital in the public sector. Utilizing document research, the study synthesizes knowledge from the literature of political science, public administration, and modern public management theory, alongside the concepts of Human Capital Theory and Public Sector Innovation. The findings reveal that the advancement of digital government in the Thai context has led to a structural transformation of the traditional bureaucratic system toward a more citizen-centered administration, enhancing administrative efficiency, transparency, and accessibility to public services. However, the process of human capital development continues to face limitations regarding personnel potential, organizational culture, and institutional adaptability. This article proposes that the success of digital government in Thailand must be grounded in strategic human capital management and the establishment of a flexible and integrated institutional framework to support stable long-term structural changes.

Developing Strategies to Enhance Citizen Participation in Local Governance through Digital Technologies under the Framework of Collaborative Governance

2025-09-14T19:09:59+07:00

This article aims to study and analyze approaches to promoting public participation in the local government administration of Thailand within the context of a digital society. It applies a collaborative participatory management framework as the main analytical framework through a documentary study, relying on a review of both domestic and international literature, including empirical research, laws, public policies, and related academic documents. The study finds that the Thai government has policies supporting decentralization and opening opportunities for public participation in local governance. However, participation in the digital age still faces several limitations, including disparities in access to information technology, a lack of effective cooperation mechanisms among sectors, and the discontinuity of participation in public policy-making processes. This article proposes three policy development approaches: 1) establishing a collaborative structure among local government organizations, civil society, and the private sector based on a collaborative participatory management approach; 2) developing effective, transparent, and user-friendly digital platforms at the local level; and 3) enhancing digital and civic competencies among citizens to promote sustainable participation.

Mechanisms of Building and Sustaining Social Capital in Online Communities: The Dynamics of Interaction in the Digital Society

2025-09-14T19:09:42+07:00

This article aims to analyze the mechanisms of creating and maintaining social capital in online communities through the dynamics of digital interactions, utilizing the framework of social capital to understand the role of digital technology in shaping new forms of social relationships. The study finds that the mechanisms for creating and maintaining social capital in online communities exhibit distinct characteristics, including loose network relationships, member participation through interactive communication, and the exchange of capital in new forms, comprising information, empathy, and social support. Such interactions enhance trust, shared feelings, and the longevity of social relationships. The article proposes that social capital in the digital context should be considered as a unique dynamic of digital social capital, arising from the conditions of changing technology and social structures. Therefore, this article contributes to filling theoretical gaps and serves as a foundation for systematically studying social capital in the digital age.

Using Big Data for Personalized Marketing: Ethics and Effectiveness

2025-11-03T21:46:12+07:00

This academic article aims to synthesize the use of big data for personalized marketing by reviewing research and case studies from Netflix, Amazon, and Spotify. It demonstrates that big data can significantly enhance conversion rates and revenue, as well as foster consumer loyalty. However, the use of vast amounts of data for business purposes raises challenging ethical issues, including privacy violations, insufficient transparency, the phenomena of filter bubbles and echo chambers, and the risks of discrimination arising from algorithms. To address these issues, best practices have been developed, such as the principles of data minimization and purpose limitation, the use of privacy-enhancing technologies (PETs), and the development of an ethical data governance framework. Furthermore, building trust through transparency, user control, and fostering an organizational culture that upholds ethics are also crucial factors.

Digital Transformation of Direct Sales Business: Strategies for Integrating Online and Offline Channels

2025-11-03T21:45:50+07:00

This article aims to analyze the adaptation of direct selling businesses amidst the digital trend, focusing on the study of omnichannel strategies to respond to changes in consumer behavior and the impacts of the COVID-19 crisis. The study found that consumers spend an average of 78-82% of their time searching for product information online before making a purchase decision and trust reviews from real users seven times more than traditional advertising. The COVID-19 crisis caused global direct selling companies' sales to decline by 45-70% in the first quarter of 2020, but companies that quickly adapted by investing in e-commerce systems and social media sales managed to recover sales with an average increase of 35% within the same year. Additionally, the application of digital technologies such as CRM, AI, live streaming, as well as AR/VR and blockchain, has contributed to creating a more comprehensive and transparent customer experience. The omnichannel strategy that combines the strengths of traditional direct selling with digital tools can increase customer lifetime value by up to 55% compared to using a single channel. The article suggests that the success of direct selling businesses in the digital era depends on balancing technological innovation with human relationships. Organizations that can flexibly integrate both aspects will be able to foster customer loyalty and maintain sustainable competitiveness.

Systems thinking to propose guidelines for the development of human resource management in Thai educational institutions

2025-11-11T15:18:30+07:00

This article aims to synthesize systematic knowledge about human resource management in Thai educational institutions and propose development guidelines suitable for the current educational system context. The study employs a document synthesis approach and systems analysis, gathering information from research studies, academic articles, and relevant academic documents. The findings indicate that human resource management in Thai educational institutions faces limitations related to structure, management systems, personnel, and organizational culture. Key trends identified include the necessity to redefine the role of school administrators as change leaders, the development of a holistic teacher competency assessment system, and the creation of a flexible and fair motivation system. A new conceptual proposal of this article is an integrated human resource management model for Thai educational institutions, comprising four main components: (1) a recruitment and development system based on potential, (2) data-driven management, (3) involvement of all stakeholders in the management process, and (4) fostering a learning organization culture to enhance educational quality.

Business Management in the Digital Transformation Era

2025-10-30T16:11:53+07:00

The decline in business performance in the current era is partly due to slow adaptation to digital technology changes. Many organizations continue to use traditional business models while the business world faces a new revolution known as Digital Transformation. This study aims to analyze key factors in business management during the Digital Transformation era, focusing on four main issues: (1) changes in business models in the digital age, (2) technologies impacting business operations, (3) organizational adaptation strategies and personnel development, and (4) case studies of organizations that have successfully undergone Digital Transformation. This study employs a literature review and comparative case study analysis, critiquing relevant research and synthesizing concepts from scholars. The analysis reveals that successful digital transition requires the integration of several key components, differing from traditional views that emphasize merely adopting technology. This study proposes a new conceptual framework that focuses on balancing technology development, organizational restructuring, and systematic human capital development.

The Role of Artificial Intelligence (AI) and Chatbots in Enhancing Customer Service and Supporting Salespeople

2025-10-30T16:11:22+07:00

This article analyzes the role of artificial intelligence (AI) technology and chatbots in enhancing customer service and supporting salespeople. It finds that AI is a crucial strategy for improving customer experience in an era where consumers prioritize value over price. AI can process large amounts of data and create meaningful interactions, which helps strengthen business relationships. The use of chatbots enhances customer service efficiency and allows AI to analyze customer behavior to provide specific recommendations, resulting in increased sales and higher average purchase values. Additionally, real-time monitoring and problem-solving through emotion analysis help reduce service costs. Creating a seamless customer journey with AI connects data from multiple channels to provide a continuous experience. Empowering salespeople with AI enhances their decision-making capabilities and reduces administrative burdens, allowing them to focus more on selling. Integrating AI with cultural understanding is thus a key strategy in addressing the demands of the digital economy in Thailand, and investment in infrastructure and workforce training is essential to prepare Thai workers for the rapidly changing digital world.

Sustainable Business Management in the 21st Century: Integrating the ESG Concept to Create Competitive Advantage

2025-10-30T16:10:49+07:00

This article presents the issue of sustainable business management in the 21st century, emphasizing the necessity of integrating ESG (Environmental, Social, and Governance) concepts into organizational strategies to address the increasingly volatile and challenging business context driven by environmental and social factors. The analysis indicates that a focus on short-term profits can no longer meet the sustainability needs of organizations. Companies must adapt by using ESG as a framework for operations to reduce negative impacts on society and the environment while enhancing long-term competitiveness. Integrating ESG also helps build strong relationships with stakeholders and increases business value through risk reduction, cost control, and the creation of new strategic opportunities. Furthermore, sustainable operations require an analysis of the organizational context, the development of clear sustainability policies, engagement from all sectors, and transparent information disclosure to build trust and respond to long-term economic, social, and environmental challenges. As a result, sustainability is not only an organizational responsibility but also a crucial strategic factor determining the future success of businesses.

Negotiation Skills Development through “Negotiate to Survive” Activity for Business Administration Students at a Selected Public University

2025-08-04T18:35:27+07:00

This research article aimed to: (1) examine demographic factors and general information regarding negotiation experience among business administration students; (2) develop negotiation skills through negotiation-related activities for business administration students; and (3) analyze students’ behaviors during participation in the negotiation skill-development activity through observation. A mixed-methods design was employed. The sample comprised 84 business administration students who enrolled in a negotiation course at a public university, selected via purposive sampling. Data collection instruments consisted of a questionnaire on personal information and negotiation experience, a negotiation-knowledge assessment, an overall satisfaction scale, and a behavioral observation form used during the activity. Data were gathered across four in-class activity groups (130 minutes per group). Statistical analyses included the Shapiro–Wilk test of normality and the Wilcoxon signed-rank test with effect size, together with content analysis of observational data based on an eight-component codebook. Results showed a significant increase in overall knowledge scores (Z = 5.396, p < .001; r ≈ .59). Satisfaction with the activity was high, and perceived applicability was high. Observational findings indicated a clear tendency to use high-ball/low-ball tactics at the beginning of each round; in particular, in the round emphasizing integrative negotiation, participants still employed distributive strategies, influenced by emotions and attitudes arising in the first round. It is therefore recommended to include a 15–20-minute break to help learners regulate emotions, and to conduct reflective debriefs at the end of each round to connect observed issues with the round-specific objectives. Overall, the findings indicated a positive trend whereby learning through the activity enhances business students’ knowledge of negotiation.

The Promotion of Cultural Influence Policies Affecting the Success of Thai Restaurants in Bangkok

2025-08-04T17:34:03+07:00

The purpose of this research is to study 1) the level of promotion of cultural influence policies and the success of Thai restaurant businesses, 2) to compare the success of Thai restaurant businesses based on personal factors, and 3) the factors promoting cultural influence policies that affect the success of Thai restaurant businesses in Bangkok. Determining a sample size of 398 using Taro Yamane's formula and selecting participants through a Simple Random Sampling method with a Random Number Generator in Microsoft Excel. The statistical methods used in the research include percentage, mean, standard deviation, and multiple regression analysis. The study found that 1) the level of promotion of cultural influence policies and the success of restaurant operations are generally at a high level, 2) personal factors with average monthly income, work experience, and the type of restaurant significantly affect the success of Thai restaurant businesses in Bangkok at the .05 significance level, while personal factors such as gender, age, education level, and position in the restaurant do not affect success, and 3) the factors promoting cultural influence policies, including the establishment of cultural policies, the cultural industry and creative economy, and support from the government, significantly affect the success of Thai restaurant businesses in Bangkok at the .05 significance level.

Circular Economy Promotion Policy for Fashion Businesses Affecting Export Business Capability in Bangkok

2025-08-04T17:33:35+07:00

This research aims to study: 1) the level of policies promoting a circular economy in the fashion industry and the capability of businesses in exporting fashion clothing; 2) the comparison of capabilities in exporting fashion clothing based on personal factors; and 3) the impact of policies promoting a circular economy in the fashion industry on the ability to export fashion clothing in Bangkok. The data collection tool used was a questionnaire, with a sample of 384 fashion clothing exporters in Bangkok. The statistical methods for data analysis included percentage, mean, standard deviation, t-tests, Scheffé tests, and multiple regression analysis. The findings revealed that: 1) the overall policies promoting a circular economy in the fashion industry were rated high, and the overall capability of businesses in exporting in Bangkok was also rated high; 2) hypothesis testing indicated that exporters in Bangkok with differences in gender, business size, and duration of operation had significantly different capabilities in exporting fashion clothing at the .05 level; and 3) the policies promoting a circular economy in the fashion industry significantly affected the ability to export fashion clothing in Bangkok at the .05 level, with a strong correlation and a predictive reliability of 85.80%.

Perception of information through online media that affects the mayoral election behavior of the people in Pluak Daeng Subdistrict, Pluak Daeng District, Rayong Province

2025-08-04T17:33:11+07:00

The purpose of this research is to study 1) the level of awareness of information through online media regarding the election of the mayor by the public, 2) the level of voting behavior in the mayoral election by the public, 3) the comparison of voting behavior in the mayoral election by the public, and 4) the factors of awareness of information through online media that affect the voting behavior in the mayoral election of the public in Pluak Daeng Subdistrict, Pluak Daeng District, Rayong Province. This study employs a quantitative research approach, using a questionnaire as a tool to collect data from a sample of 357 eligible voters aged 18 and over in the Pluak Daeng Municipality, Pluak Daeng District, Rayong Province. The analysis was conducted using statistical methods including mean, standard deviation, t-test, one-way ANOVA, and multiple regression analysis. The research findings indicate that 1) the overall awareness of information through online media regarding the mayoral election is at a high level, 2) the voting behavior in the mayoral election by the public in Pluak Daeng is also at a high level, 3) hypothesis testing results show that the public in Pluak Daeng, Pluak Daeng District, Rayong Province, with different occupations and average monthly incomes, exhibit statistically significant differences in their voting behavior in the mayoral election at the 0.05 level, and 4) the awareness of information through online media significantly affects the voting behavior in the mayoral election of the public in Pluak Daeng, Pluak Daeng District, Rayong Province, at the 0.05 level, with a strong correlation, and can be predicted with a reliability of 84.60%.

Accounting potential of accountants in accounting offices in Mae Sot District, Tak Province

2025-09-14T17:00:45+07:00

The purpose of this research is to study the level of accounting potential of accountants in accounting offices in Mae Sot District, Tak Province. This is a quantitative study that collected data from 49 accountants in Mae Sot accounting offices, representing the entire population in the area from 27 offices. The tool used was a questionnaire that had been validated by experts. Data were analyzed using descriptive statistics, including mean, standard deviation, and percentage. The research findings indicate that accountants have a high to very high level of potential and performance success, with the highest average being stakeholder satisfaction, followed by goal achievement and operational processes, respectively. Accountants place importance on continuous training, responsibility towards their work, and pride in their profession.

The effect of experience arrangement by using Thai style playing on mathematical readiness of early childhood children

2025-09-20T16:36:18+07:00

The purpose of this research is to 1) study the mathematical readiness of children in early childhood who have experienced Thai-style play, and 2) compare the mathematical readiness before and after the learning experiences of children in early childhood who participated in Thai-style play. This study employs a one-group pretest-posttest design. The sample group consists of 20 kindergarten students from Tessa ban a School, under the Office of Education of Nakhon Sawan City Municipality, who are enrolled in the second semester of the 2024 academic year and were selected through cluster sampling. The research instruments included (1) a set of nine lesson plans for activities using Thai-style play, and (2) a 30-item test of mathematical readiness for children in early childhood. Data analysis was conducted using descriptive statistics, including percentages, means, and standard deviations, while inferential statistics, such as hypothesis testing, were performed using the Wilcoxon signed-rank test in cases where the sample groups were dependent. The study results revealed that 1) children in early childhood who experienced Thai-style play showed a very high level of mathematical readiness, and 2) the mathematical readiness of children in early childhood after the learning experiences was significantly higher than before, at the .05 level of statistical significance.