A SUCCESS MODEL FOR COFFEE SHOP ENTREPRENEURS IN THAILAND

Abstract This research aims to: 1) assess the levels of entrepreneurial leadership, business acumen, 8Ps marketing strategy implementation, management innovation, and success among coffee shop entrepreneurs in Thailand; 2) examine the impact of entrepreneurial leadership, business acumen, 8Ps marketing strategies, and management innovation on the success of coffee shop entrepreneurs in Thailand; and 3) devise a success model for coffee shop entrepreneurs in Thailand. The research employs a mixed-methods approach, with quantitative research involving 400 coffee shop entrepreneurs in Thailand. Sampling was conducted proportionally, with questionnaires used for data collection and analysis done using structural equation modeling. Qualitative research entailed in-depth interviews with ten coffee shop entrepreneurs and ten industry experts. Findings indicate high levels of entrepreneurial attributes and their significant influence on success. The IOCSS Model (Insider and Outsider Strategy for Success of Coffee Shop Entrepreneurs in Thailand) was developed as a result, emphasizing product differentiation, adherence to international service standards, partnership building, and leveraging digital marketing technology for enhanced customer engagement. These findings can serve as a blueprint for policymakers aiming to foster sustainable success among coffee shop entrepreneurs in Thailand.