การถอดบทเรียนคุณลักษณะผู้ประกอบการที่ประสบความสำเร็จของวิสาหกิจชุมชนแคบหมูแม่แช่ม เทศบาลเมืองแม่โจ้ จังหวัดเชียงใหม่

Abstract

The purpose of this independent study was to explore a characteristic lesson of a successful entrepreneur who succeeded in Mae Cham Crispy Pork Skin business community enterprise in Mueang Mae Jo Municipality, Chiang Mai Province. The entrepreneur in this study is Jiratip Wattaweeprom, the owner of Mae Cham Crispy Pork Skin business community enterprise. He was awarded the Outstanding Entrepreneur Award bestowed by Chiang Mai province in 2009. Entrepreneurs are essential to drive success and sustainability in business. The aspect that makes an entrepreneur successful in business may not be sufficient funding, but it may be due to many characteristics gathered in a person's character. Data were collected using an in-depth interview and participatory observation based on the eight successful entrepreneur characteristics: need for achievement, responsibility, risk taking, self-confidence, need for quick response, vision and flexibility, capability of human relationship, and technical knowledge and personal experience. The study found that three characteristics that made the entrepreneur successful in business most were as follows. First, it was need for achievement. Since the entrepreneurs who have high ambition to work use their ambition as power to drive the business toward the goal. They also like to challenge their own abilities, rely on their ideology for the work, and favor to compete with their competitors constantly. The second characteristic was responsibility. Entrepreneurs must be responsible for every customer’s order, committed to providing customers with highest benefits and good ethics in business, responsible for partners in a matter of having good financial discipline, responsible for employees in the organization and the environment, provide benefits, salaries, accommodation to every employee equally, treat them like family members, control and manage waste of the plant constantly. The third characteristic was self-confidence. Entrepreneurs must be confident and committed to work and rely on the quality of products and services. They must also develop themselves by acquiring new knowledge and always improve their products. They must always compare themselves with the competitors, and seek new markets for their products at all times. Recommendations for the entrepreneurs were as follows. To succeed in business, the most important element is the entrepreneur himself. Those who can become an entrepreneur must not fear problems and obstacles of the business. Entrepreneurs need to be mentally stable and have confidence in one’s work. They must be loyal to their customers. Contacting business with integrity will form the basis for a long-term relationship with customers. Entrepreneurs need to create equality among staff within the organization and have sincerity to all employees equally. As a result, being a successful entrepreneur in business must have many characteristics combined. Entrepreneurs do not need to have all characteristics, except for some that they should be required to have.