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A Management Model for Publishing Business in the Digital Economy Era

Rattiya Sattayakitkajhon, Teravuti Boonyasopon, Taweesak Roopsing, Veerawat Vannasiri


The purposes of the study were: 1) to investigate operating conditions and factors influencing the success of the digital economy. 2) to develop a management model to help the publishing business in the digital economy era to be successful. 3) the model would help evaluate the effectiveness of the operation of the publishing business in the digital economy. The population was 506 publishing executive administrators and the sample were experts in the publishing business management, and 233 respondents. The research instruments consisted of interviews and a questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation, Pearson's product moment correlation coefficient, and Stepwise multiple regression analysis. 1) The results of the research revealed six factors influencing the success of digital publishing business management including: human resources management; budget management; material management; marketing and service management; general administration; and innovation. These six aspects were averagely high 2) which included five sub-factors for human resources management, six sub-factors for budget management, six sub-factors for material management, eight sub-factors for marketing and service management, seven sub-factors for general administration, and other seven sub-factors for innovation, totaling 39 factors. 3) the model would help evaluate the effectiveness of the operation of the publishing business in the digital economy was 97.78 percentage.


<p>management for publishing business; management in the digital economy; management model</p>

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