Academy of Entrepreneurship Journal (Print ISSN: 1087-9595; Online ISSN: 1528-2686)


Big Data Model for Future Strategic Formulation of Food and Beverage Businesses in Thailand

Author(s): Jirachat Boonsuk and Kulthida Tuamsuk

This research was aimed at developing a big data model for future strategic formulation of food and beverage businesses in Thailand. The Mixed Research Method was used comprising both the quantitative and qualitative studies. The process carried out involved 3 steps, namely: (1) Analysis and categorization of data for formulating the future strategies by content analysis based on Porter’s Five Forces Competitiveness and Strategic Foresight White Paper. (2) Study of data for formulating the future strategies by quantitative research and collection of data from administrators and data-managing officers of 60 food and beverage business firms whose benefit turnovers are high. (3) Verification and evaluation of the big data model developed by experts. The big data model was derived from the outcomes of the research, and is used for formulating future strategies. The model is composed of 6 data sets, 12 data subsets and 262 data elements. The mostly used big data sets for future strategic formulation are: business environments, products and services, manufacturing technology, laws and effects, people involved in the future business, and organization image, respectively.

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