E-ISSN 0976-2833 | ISSN 0975-3583
 

Research Article 


THE COMPETITIVENESS DEVELOPMENT OF HEALTHY FOOD ORGANIZATIONAL IN THE NEW NORMAL

Uttavit Vittayakul, Sudawan Somjai, Pornkul Suksod.

Abstract
The effect of coronavirus-2019 pandemic had changed people lifestyles in terms of consumption and
behavior. Healthy food is one of the choices that help consumers staying healthy and increasing
immunity. Therefore, the business in healthy food is more competitive. The objectives of this research
were to 1) study the level of competitiveness of healthy food organizations; 2) study the influence of
transformational leadership, employee engagement, innovation, and knowledge management that
affects the competitiveness of the healthy food organization; and 3) create guidelines for improving
the competitiveness of the healthy food organization in the new normal. This research employed
a mixed research methodology combining a quantitative and qualitative research methods.
In quantitative research method, the stratified random sampling was employed in this study. The strata
were healthy food business entrepreneurs in the metropolitan area and in vicinities. The sample size
consisted of 360 people, it was calculated by 20 times of the observed variable. The questionnaires
were distributed and data were analyzed by structural equation model. In the qualitative research
method, the structured interviews were conducted with 20 key informants. The sample informants
were 1) five government executives related to the food industry; 2) five private sector executives
involved in the food industry; 3) five entrepreneurs or healthy food organization executives; and
4) five healthy food consumers. The research finding shows that 1) the competitiveness of the healthy
food organization was at a high level. 2) transformational leadership, knowledge management,
employee engagement and innovation had a significant positive influence on the competitiveness of
healthy food organizations at the 0.01 level of significance, and 3) guidelines for the developing the
competitiveness of healthy food organizations in the new normal era, consisting of (1) the leaders of
healthy food organizations should increase their knowledge and ability in order to keep up with the
changes in time; (2) to promote and support knowledge management, and intrinsic knowledge to the
operations; (3) create employee participation to increase employee engagement in the organization;
(4) implement the innovations of goods production process or healthy food products to make the
goods or products outstanding; (5) research and development to create a variety of new goods or
products with standardized quality and environmental friendliness; and (6) develop marketing
strategies, healthy food market analysis, and consumer demand to increase market share. The results
of this research could be the information to support both the public and private sectors in the policy
making process or the direction of healthy food business development to be competitive at both
national and international levels.

Key words: Competence/ Competition / Healthy food / New Normal


 
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Pubmed Style

Uttavit Vittayakul, Sudawan Somjai , Pornkul Suksod. THE COMPETITIVENESS DEVELOPMENT OF HEALTHY FOOD ORGANIZATIONAL IN THE NEW NORMAL . J Cardiovasc. Dis. Res.. 2021; 12(6): 268-277. doi:10.31838/jcdr.2021.12.06.35


Web Style

Uttavit Vittayakul, Sudawan Somjai , Pornkul Suksod. THE COMPETITIVENESS DEVELOPMENT OF HEALTHY FOOD ORGANIZATIONAL IN THE NEW NORMAL . http://www.jcdronline.org/?mno=136471 [Access: December 04, 2021]. doi:10.31838/jcdr.2021.12.06.35


AMA (American Medical Association) Style

Uttavit Vittayakul, Sudawan Somjai , Pornkul Suksod. THE COMPETITIVENESS DEVELOPMENT OF HEALTHY FOOD ORGANIZATIONAL IN THE NEW NORMAL . J Cardiovasc. Dis. Res.. 2021; 12(6): 268-277. doi:10.31838/jcdr.2021.12.06.35



Vancouver/ICMJE Style

Uttavit Vittayakul, Sudawan Somjai , Pornkul Suksod. THE COMPETITIVENESS DEVELOPMENT OF HEALTHY FOOD ORGANIZATIONAL IN THE NEW NORMAL . J Cardiovasc. Dis. Res.. (2021), [cited December 04, 2021]; 12(6): 268-277. doi:10.31838/jcdr.2021.12.06.35



Harvard Style

Uttavit Vittayakul, Sudawan Somjai , Pornkul Suksod (2021) THE COMPETITIVENESS DEVELOPMENT OF HEALTHY FOOD ORGANIZATIONAL IN THE NEW NORMAL . J Cardiovasc. Dis. Res., 12 (6), 268-277. doi:10.31838/jcdr.2021.12.06.35



Turabian Style

Uttavit Vittayakul, Sudawan Somjai , Pornkul Suksod. 2021. THE COMPETITIVENESS DEVELOPMENT OF HEALTHY FOOD ORGANIZATIONAL IN THE NEW NORMAL . Journal of Cardiovascular Disease Research, 12 (6), 268-277. doi:10.31838/jcdr.2021.12.06.35



Chicago Style

Uttavit Vittayakul, Sudawan Somjai , Pornkul Suksod. "THE COMPETITIVENESS DEVELOPMENT OF HEALTHY FOOD ORGANIZATIONAL IN THE NEW NORMAL ." Journal of Cardiovascular Disease Research 12 (2021), 268-277. doi:10.31838/jcdr.2021.12.06.35



MLA (The Modern Language Association) Style

Uttavit Vittayakul, Sudawan Somjai , Pornkul Suksod. "THE COMPETITIVENESS DEVELOPMENT OF HEALTHY FOOD ORGANIZATIONAL IN THE NEW NORMAL ." Journal of Cardiovascular Disease Research 12.6 (2021), 268-277. Print. doi:10.31838/jcdr.2021.12.06.35



APA (American Psychological Association) Style

Uttavit Vittayakul, Sudawan Somjai , Pornkul Suksod (2021) THE COMPETITIVENESS DEVELOPMENT OF HEALTHY FOOD ORGANIZATIONAL IN THE NEW NORMAL . Journal of Cardiovascular Disease Research, 12 (6), 268-277. doi:10.31838/jcdr.2021.12.06.35





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