ENHANCING BUSINESS PERFORMANCE IN THAILAND'S E-SPORTS INDUSTRY THROUGH ENTREPRENEURSHIP, KNOWLEDGE MANAGEMENT, AND ORGANIZATIONAL AGILITY

Abstract The e-sports industry is a vital segment within the digital economy, characterized by continuous innovation in business models, technological advancements, and shifting consumer preferences. This study aims to: (1) assess the levels of entrepreneurship, knowledge management, organizational agility, and business performance within Thailand’s e-sports sector; (2) analyze the impact of these factors on business performance; and (3) develop a tailored conceptual model to enhance sector-specific performance. Employing a mixed-methods research approach, the quantitative phase involved a survey of 300 members of the Thai Association of E-sports Entrepreneurs, utilizing questionnaires and structural equation modeling to examine relationships among variables. The qualitative phase comprised in-depth interviews with 20 industry experts to gain contextual insights. Findings reveal that levels of entrepreneurship, knowledge management, and organizational agility are relatively high, while business performance is moderate. Moreover, these three factors exert a statistically significant influence on business performance at the 0.05 significance level. Based on these results, this study proposes the EKOBp Model (E = Entrepreneurship, K = Knowledge Management, O = Organizational Agility, B = Business Performance) as a strategic framework to foster competitive advantage and sustainable growth. Qualitative insights further suggest the adoption of digital platforms, standardization of pricing and after-sales services, leveraging technological tools for marketing, and enhancing employee skills in innovation. These findings provide practical recommendations for strategic management and competitiveness enhancement within Thailand’s e-sports industry.