Creating shared value communication for Thai companies
| dc.contributor.advisor | Kullatip Satararuji | th |
| dc.contributor.author | Chanatta Satsue | th |
| dc.date.accessioned | 2024-04-25T03:14:00Z | |
| dc.date.available | 2024-04-25T03:14:00Z | |
| dc.date.issued | 2020 | th |
| dc.date.issuedBE | 2563 | th |
| dc.description | Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2020 | th |
| dc.description.abstract | In the past, business organizations focused only on the highest profitability by neglecting social and environmental responsibility. However, with the changes in society, economy, politics, and environment, including innovation and technology, the organization has to communicate to all stakeholders more about social responsibility issues as a result. Therefore, this case study qualitative research aimed to study the process of creating shared value (CSV) and the impact of the shared value communication process in the context of Thai society. It aimed to use as a conceptual framework for developing the process of communicating CSV in business organizations in Thailand. Two large business organizations in Thailand: Bangchak Corporation Public Company Limited (BCP) and The Siam Cement Public Company Limited (SCG), were selected as study cases. Ten key informants were purposively selected from each organization, consisting of three middle-level executives and fourteen general employees, with a total of twenty. The tools used for data collection were in-depth interviews and structured group interviews with the observation form without participation. Data were analyzed and synthesized by the content analysis method. The research study results were summarized into two parts, namely the communication process of creating shared values; it was found that there was a change according to the context of Thai society in each era. Especially in the present, business organizations are increasingly focused on communicating information through activities that demonstrate social and environmental responsibility by communicating that they were using their limited natural resources for maximum efficiency and minimizing disruption to the world. The communication process is the communication from the inside out, emphasizing stakeholder participation from personnel within the organization to trading partners, customers, society, and communities by using innovation and modern technology to help cover the reach of all sectors. It emphasizes both formal and informal styles and focuses on communication at all levels: top-down, bottom-up, and communication at the same level. As for the impact of the shared value communication process, it was found that BCP’s organizational value communication process was still unable to convey the present-day “values” of the organization to employees within the organization in terms of creating an understanding of responsiveness to clearly responds to change mutually. This causes employees with different values of view to conflict. Therefore, it is imperative to re-shape the communication process based on the harmonization of the collective goals of the organization and the individual goals to enable the company to deliver the actual value of the organization to its employees sustainably. On the part of SCG, it was found that the company has implemented a process of communicating future-oriented shared values and creating innovations since the beginning, resulting in greater clarity on the delivery of shared values from generation to generation. Therefore, the approach to developing an organization’s communication process to create shared value requires consideration of the main factors: social, economic, environmental, political, and technological factors. Besides, it must include the participation of stakeholders so that the organization can gain trust from all of them, leading to satisfaction in using the service and affecting the organization’s sustainability. | th |
| dc.format.extent | 243 leaves | th |
| dc.format.mimetype | application/pdf | th |
| dc.identifier.other | b212220 | th |
| dc.identifier.uri | https://repository.nida.ac.th/handle/662723737/6844 | th |
| dc.language.iso | eng | th |
| dc.publisher | National Institute of Development Administration | th |
| dc.rights | This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. | th |
| dc.subject.other | Value | th |
| dc.subject.other | Communication | th |
| dc.subject.other | Creative ability | th |
| dc.title | Creating shared value communication for Thai companies | th |
| dc.type | text::thesis::doctoral thesis | th |
| mods.genre | Dissertation | th |
| mods.physicalLocation | National Institute of Development Administration. Library and Information Center | th |
| thesis.degree.department | Graduate School of Communication Arts and Management Innovation | th |
| thesis.degree.discipline | Communication Arts and Innovation | th |
| thesis.degree.grantor | National Institute of Development Administration | th |
| thesis.degree.level | Doctoral | th |
| thesis.degree.name | Doctor of Philosophy | th |