|dc.description.abstract||This research aims to 1) examine the factors affecting the innovative capability of Thai newspaper organizations in the digital age, and 2) investigate the adaptation strategies of Thai newspaper organizations in the digital age. A mixed-method research, quantitative and qualitative approaches, was employed. For the quantitative approach, a survey was administered via questionnaires. The sample consisted of 400 personnel in Thai newspaper organizations, selected by multi-stage sampling technique. Statistical data analysis was conducted by descriptive statistics, the Pearson’s product moment correlation coefficient, and multiple regression analysis. For the qualitative approach, an in-depth interview was used to collect data from 25 key informants who were the executives, editors, assistant editors, and reporters as “journalists”. Qualitative data were analyzed by categorizing systematically and using the analytical induction technique. The results were as follows.
The factors including leadership competency, effective operation, capital and organizational resources, organizational culture, professional training and development, and responding to the audience’s needs, had a positive correlation with the innovative capability of Thai newspaper organizations at the moderate level, with a statistical significance at the .01 level (p = .000). All predictor variables could jointly predict the variance of the innovative capability of Thai newspaper organizations at 51.60%. The best predictor was “leadership competency” with the beta weight (β) of .25, followed by effective operation, professional training and development, organizational culture, capital and organizational resources, and responding to the audience’s needs with the beta weight (β) of .23,.20,.18,.16, and .14 respectively. There were ten adaptation strategies of Thai newspaper organizations in the digital age categorized into three levels: corporate level strategy, business level strategy, and functional level strategy. Corporate level strategy: (1) growth strategy by changing the organization’s direction into the digital age and building business alliance, and (2) retrenchment strategy by organizational restructuring and downsizing. Business level strategy: cost leadership strategy by reducing costs and increasing revenue from other businesses. Functional level strategy: (1) work process improvement, (2) content services provider, (3) using social media and digital technology, (4) responding to the audience’s needs and behaviors, and (5) journalistic professional training and development.
The recommendations indicate that Thai newspaper organizations should strengthen an innovative capability to gain a competitive advantage as well as shape adaptation strategies in accordance with the changing Thai socio-cultural context. They should develop digital communication systems, promote a digital corporate culture, and emphasize the response to audience’s needs and behaviors. Digital journalistic training and development should be given to reporters to enhance their ability to become multi-skilled journalists as a mechanism to support the survival and growth of Thai newspaper organizations in the digital age.||en