GUIDELINES FOR DEVELOPING SUSTAINABLE BUSINESS PERFORMANCE IN THAILAND'S WOOD PRODUCT INDUSTRY

Abstract

The wood product industry plays a crucial role in Thailand's economy. Competition in the global wood product industry market requires Thai entrepreneurs to adapt their strategies and develop wood-related products. To ensure organizational survival and sustainable growth, this research aims to propose guidelines for developing sustainable business performance in Thailand's wood product industry. This study employs qualitative research methodology, collecting data through in-depth interviews with 12 key informants from government, industry leadership, and experienced practitioners, the findings indicate that sustainable performance is driven by the interaction of adaptive leadership, continuously improved organizational systems, and integrated supply chains, all embedded within a collaborative organizational culture. The study highlights the industry’s structural challenge of high experience dependence and limited technological integration, suggesting that sustainability emerges through continuous learning and the parallel development of leaders, systems, and personnel. These insights contribute practical guidance tailored to the Thai context.

Keywords: Performance, Business Operations, Sustainability, Wood Product Industry