INNOVATION COMMUNICATION OF EDTECH STARTUP ENTREPRENEUR

dc.contributorDEEPROM DEVAHASTINen
dc.contributorดีพร้อม เทพหัสดิน ณ อยุธยาth
dc.contributor.advisorKullatip Satararujien
dc.contributor.advisorกุลทิพย์ ศาสตระรุจิth
dc.contributor.otherNational Institute of Development Administration. The Graduate School of Communication Arts and Management Innovationen
dc.date.accessioned2024-06-05T09:37:39Z
dc.date.available2024-06-05T09:37:39Z
dc.date.issued5/1/2024
dc.date.issuedBE548
dc.descriptionDoctor of Philosophy (Communication Arts and Innovation) (Ph.D.(Communication Arts and Innovation))en
dc.descriptionปรัชญาดุษฎีบัณฑิต (นิเทศศาสตร์และนวัตกรรม) (ปร.ด.(นิเทศศาสตร์และนวัตกรรม))th
dc.description.abstractThe research is aimed 1) to study the innovation communication of EdTech startup ecosystem in successful countries. 2) to explore the innovation communication of EdTech startup ecosystem in Thailand. The study was divided into two parts: Part 1: The study of innovation communication af EdTech startup ecosystem in successful countries was conducted by qualitative research through the documentary analysis from public records of the organizations in EdTech startup ecosystem in the United States of America, the People's Republic of China, and the Republic of India. The results show that at the national context level: In the political context, all three countries have clear policies supporting educational innovation, despite differences in their political systems. In the economic context, these countries have significant GDP rankings: the United States is ranked first, China is ranked second, and India is ranked fifth. In the social and cultural context, these countries have the largest populations in the world: India is ranked first, China is ranked second, and the United States is ranked third. In the technological context, these countries invest in research and development in technology and innovation, ranking first in China, second in the United States, and fourth in India. At the industry level: In the United States, there is a diverse range of company types, including corporate learning, upskilling, and post-secondary education. In China and India, the focus is on tutoring and test preparation. At the organizational level: There are various communication strategies for educational innovation. In the United States, the primary focus is on communication with businesses and educational institutions, using Content Marketing strategies to establish leadership positions. In China, the main focus is on communication with students and parents, utilizing Influencer Marketing strategies to build brand awareness. In India, digital and traditional media are used in combination (Hybrid Marketing) to reach a large number of learners. Part 2: The study of innovation communication of EdTech startup ecosystem in Thailand was conducted by qualitative research through in-depth interviews with key informants. The study found that communication roles of EdTech startup entrepreneurs changes corresponding to the organization's growth-startup phase (product-market fit), growth phase (business model fit), and expansion phase (scale). Innovation communication with employees is another crucial aspect for entrepreneurs as it relates to product and service creation, organizational development, and adds value to the company. Research reveals that entrepreneurs communicate with employees on three main fronts: Communication for Business Generation: Involves operations and activities across the entire organization to generate business. Communication to Cultivate Organizational Culture: Relates to establishing shared values among individuals within the organization. Situation-based Communication: Deals with events outside the normal scope, both positive events such as celebrations of success and goal achievements, and negative events such as crisis communication. Furthermore, communication aligns with the organizational structure designed for minimal hierarchy, incorporating representatives from each department to facilitate the exchange of perspectives, ideas, and expertise. This collaborative approach leads to the generation of new innovations. Communication plays a crucial role in building trust, shaping perspectives, and fostering ideas that contribute to the innovation culture of the country. There will be the use of media to make the public aware and understand various innovations, including promoting a culture of learning, exploration, and knowledge discovery.en
dc.description.abstract-th
dc.identifier.urihttps://repository.nida.ac.th/handle/662723737/6901
dc.language.isoen
dc.publisherNational Institute of Development Administration
dc.rightsNational Institute of Development Administration
dc.subjectCommunicationen
dc.subjectInnovation Managementen
dc.subjectTech Startup Entrepreneuren
dc.subject.classificationSocial Sciencesen
dc.subject.classificationSocial Sciencesen
dc.title INNOVATION COMMUNICATION OF EDTECH STARTUP ENTREPRENEURen
dc.titleการสื่อสารนวัตกรรมของผู้ประกอบการ EDTECH STARTUPth
dc.typeDissertationen
dc.typeดุษฎีนิพนธ์th
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