• Pisit Potjanajaruwit Suan Sunandha Rajabhat University, Bangkok


The objective of this research is to study the level of startups’ creative innovations and business performance under the national programme Thailand 4.0. The research is using mixed methods, and the population of this study consists of entrepreneurs and executives, including those who are directly participating in the development of creative innovations in Thailand. The research findings indicate that there are three main variables of creative innovation, namely: (1) Learning Innovation, (2) Communication Innovation, and (3) Operational Support Innovation. The Communication Innovation was ranked No. 1 as it has the highest mean (x̄ = 4.29, S.D. = 0.51) while the 2nd rank was assigned to Learning Innovation with the highest mean (x̄ = 4.25, S.D. = 0.51), the 3rd rank got Operational Support Innovation with the highest mean (x̄ = 4.22, S.D. = 0.55), all variables were found to be statistically significant.

Author Biography

Pisit Potjanajaruwit, Suan Sunandha Rajabhat University, Bangkok

Doctor of Business Administration (Marketing) in Sripatum University, Bangkok, Thailand 

Assistant Dean for International Affairs, Faculty of Management Science,

Suan Sunandha Rajabhat University, Thailand

Research interests: integrated marketing communication, branding strategy, service marketing for Sufficiency Economy


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How to Cite
Potjanajaruwit, P. (2019). THAILAND 4.0’S INNOVATION AND STARTUP PERFORMANCE: ANALYZING THE INDICATOR LEVEL. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (5(18), 07-15.