The adaptation of organizations in Thailand to changes in the digital era

Abstract

The adaptation of organizations in Thailand is an important issue that cannot be overlooked, as technological changes not only affect the way work is carried out within the organization but also impact the service delivery models, communication with customers, and the ability to gain a competitive edge in a rapidly changing market. In the digital era, where technology is evolving quickly, adaptation involves the integration of new technologies into various business processes, such as using cloud systems for data storage, employing software and applications to enhance work efficiency, and utilizing digital tools in marketing to reach diverse customer segments. This is particularly evident in online marketing and the use of social media for brand-building. Organizations in Thailand must undergo changes both in their internal processes and work culture to accommodate the use of new technologies. Creating understanding and developing digital skills among employees is therefore crucial. However, organizations in Thailand also face the challenge of adapting quickly to the fast-paced changes that are taking place. The application of digital technology in organizations is not only about investing in new tools or software but also about fostering an organizational culture that emphasizes continuous learning and development. This will enable organizations to survive and thrive in an era characterized by intense competition and rapid changes.