ANTECEDENTS OF SUSTAINABLE PERFORMANCE OF HOUSING DEVELOPMENT BUSINESSES IN BANGKOK AND SURROUNDING AREAS

Abstract This study develops antecedents of sustainable performance of housing development businesses in Bangkok and surrounding areas, integrating insights from theory, quantitative research, and qualitative interviews with a sample of 400 housing business owners, executives, and experts. The resulting "LISA Cycle to Sustainable Performance of Housing Development Businesses" identifies four essential stages and accompanying strategies for achieving sustainability - Entrepreneurial Leadership Development: Promotes visionary leadership committed to environmental, social, and economic sustainability. Strategies include fostering leadership skills that prioritize long-term goals, integrating sustainable values across company culture, and implementing forward-looking policies to drive organizational change. Management Innovation: Focuses on eco-friendly, efficient housing production through innovative practices. Key strategies involve streamlining operations, adopting environmentally sustainable materials and methods, and developing customer-centric services that respond to market needs. Marketing Mix Strategy: Aligns marketing initiatives with customer preferences and company resources. Strategies include utilizing the 7P marketing mix framework to target specific demographics, leveraging digital platforms for customer engagement, and adapting marketing messages to emphasize sustainability features. Organizational Agility: Ensures the business can swiftly adapt to market and economic changes, fostering resilience. Strategies here involve implementing flexible operational structures, maintaining continuous market research, and investing in employee development to increase adaptability across all levels. The findings indicate that these four stages and their associated strategies collectively enhance sustainable performance, providing a structured framework for long-term growth and resilience in housing development businesses. The LISA Cycle serves as a strategic guide for developers aiming to achieve a competitive advantage through sustainability-focused practices.