Competitive position in business activities is one of the challenges in the current competitive business market. Particularly, competitive position in U-don Thani Province, Thailand is not easy to achieve. To promote competitive business in in U-don Thani Province, this study proposed historical and cultural tourism. The objective of this study is to examine the role of historical and cultural tourism to gain competitive business position. This study used questionnaire for data collection from various business owners in U-don Thani Province, Thailand. Results of the study obtained with the help of Partial Least Square (PLS), a statistical tool to analyze the primary data. It is found that, competitive business position can be attained with the help of historical and cultural tourism activities. The promotion of historical and cultural tourism can enhance the business activities in U-don Thani Province, Thailand.

Competitive position in business activities is one of the challenges in the current competitive business market. Particularly, competitive position in U-don Thani Province, Thailand is not easy to achieve. To promote competitive business in in U-don Thani Province, this study proposed historical and cultural tourism. The objective of this study is to examine the role of historical and cultural tourism to gain competitive business position. This study used questionnaire for data collection from various business owners in U-don Thani Province, Thailand. Results of the study obtained with the help of Partial Least Square (PLS), a statistical tool to analyze the primary data. It is found that, competitive business position can be attained with the help of historical and cultural tourism activities. The promotion of historical and cultural tourism can enhance the business activities in U-don Thani Province, Thailand.

During the last few years, it can be seen that many sectors and businesses adopt significant sales promotion (SP) tools to stimulate and motivate their customers towards products purchasing. The main objective behind the development of this study is to evaluate the loyalty of customers of pharmaceutical firms in Thailand through the use of tools of sales promotion. This research also aims to access the mediating role of the utilitarian benefits of SP and the hedonic benefits of SP in analyzing the relationship between the tools of SP and customer loyalty. This study used a sample of different consumers of pharmaceutical firms of Thailand and the SEM technique and method are applied to identify the research questions. Furthermore, the mediating effect of the utilitarian benefits of SP and the hedonic benefits of SP was analyzed by using the MGA technique. Study results and findings suggest that the role of using SP tools significantly enhance the loyalty of customers, and results also revealed that the utilitarian benefits of SP also positively mediates the relationship between SP tools and customer loyalty.

Emotional capability is an important part of firm capabilities that play a crucial factor in improving the existing innovation performance of the sector, this capability should be expanded by firms to get better performance in the field of innovation. The main objective of this research paper is to find the impact of emotional capability on the innovation performance of the pharmaceutical sector of Thailand. The model of this research study includes many dimensions of emotional capability such as dynamics of display freedom, identification, reconciliation, and experience. The mediating role of product innovativeness was also been identified in enhancing the relationship between emotional capability and innovation performance. For this purpose, most of the data and information of this research were collected from employees and managers of different pharmaceutical firms of Thailand using the technique of a questionnaire survey. The structural equation modeling technique is used to check the validity of hypotheses along with KMO method. The findings of this research paper indicate that all the proposed hypotheses are accepted which means that the independent variable of the emotional capability of a firm can significantly improve the innovation performance.

This study is an approach to studying the effectiveness of corporate social responsibility (CSR) with the aim to put forward the factors of CSR that can be used to enhance brand image. To achieve this aim, the researcher has extracted variables and factors by conducting an in-depth literature review and describing the effects of these variables on each other through hypotheses and a theoretical model. In this cross-sectional study, 419 responses were included in the study at the end of data collection step and these responses were then coded and tested through various statistical testing methods. All the hypotheses formulated in this study were proved to be accepted except for the direct impact of integration of CSR in corporate policies. This study has several theoretical and practical implications that have been summarized by the author. Moreover, future research directions and opportunities have also been highlighted.