ENHANCING COMMUNITY ENTREPRENEURSHIP COMPETITIVENESS: THE EVOLUTION TO THE AI-INTEGRATED SPEED-X MODEL

This study empirically evaluates the efficacy of the SPEED Model strategy—comprising Social networking, Perception, Extra value, Excitement, and Design—in strengthening community entrepreneurship and business competitiveness. Utilizing a mixed-methods quasi-experimental design, empirical data were gathered from 50 targeted community entrepreneurs in Pak Kret Municipality, Thailand. Quantitative analysis using paired-samples t-tests revealed that entrepreneurial capabilities improved significantly post-implementation, particularly in the critical domains of strategic business and risk management. Furthermore, qualitative insights derived from intensive focus group discussions strongly validated these statistical enhancements but simultaneously uncovered a crucial necessity for rapid digital adaptation to sustain long-term market relevance. Consequently, this study proposes an evolved strategic framework, the "SPEED-X Model," which fundamentally integrates Artificial Intelligence (AI) to augment the original five dimensions. Ultimately, the findings provide a robust, actionable roadmap for policymakers and community enterprises, demonstrating that systematically combining foundational strategic models with modern AI technologies is essential for achieving sustainable economic competitiveness.