นวัตกรรมกับความอยู่รอดของผู้ผลิตชิ้นส่วนยานยนต์ในประเทศไทย ภายใต้การเปลี่ยนแปลงของเทคโนโลยี

Abstract

The purpose of this individual study is to study the innovation that will help automotive part manufacturers of Thailand survive under the technological change from internal combustion engine (ICE) vehicle to electric vehicle (EV). This study conducts an in-depth interview from automotive part manufacturers in Thailand (Tier 1-3) each consisting of 5 individuals in a total of 15 manufacturers were run the business more than 5 years and have a plan to invest in the next three years (2022 – 2025) during the automotive technological change. This study uses the concept and theory related to innovation, organization survival, and automotive industry to analyze and gather information by semi-structure in-depth interview method. There are three significant questions respectively. The first one is how and whether manufacturers now use innovation. The second question is what innovations are important for manufacturers to survive under the technological changes. The last question focuses on the idea and strategy for enhancing innovation to boost competitive advantages, which will help manufacturers remain in business and survive. Then use the Ten Types of Innovation as a model to collect data on the use of each type of innovation. The collected information is used to study the innovation that are being used by manufacturer, the innovation and strategy that are important for organization survival, and the direction of innovation to enhance competitive advantages to survive in the future under the automotive technological change. The gathered information was analyzed for differences and approaches in the use of innovation of 1st – 3rdtier including guideline for further innovation development as well. The results of this study have found that the innovation that automotive part manufacturers in Thailand use has 3 types: Networking, Process, and Product Performance. Manufacturers for each tier had used these innovations alike and different depending on the usage purpose, resources, funding readiness and parts that are currently manufactured, regardless of whether their use is expected to decline or not. Product performance is the most important innovation type where almost manufactures used. Manufacturer 1st tier and 2nd used this innovation of product development to create a product that qualify for both internal combustion vehicle and electric vehicle, whereas the manufacture 3rd tier focuses on finding new market to manufact parts for other industry. The innovation of Process type was used in 1st and 2nd tier manufacture by incorporating automation in the production line. Thus, 3rd tier improved their current production line to create a better-quality product as well as other industry products including machinery and electronic devices. Networking, which is one of the types of innovation, is being used. The 2nd and 3rd tier manufacturers rely on partners, customers, and government agencies to exchange technology and develop new products and processes together. On the other hand, there are only 1 1st tier manufacture used networking innovation as a bargaining power with customer which are different from 2nd and 3rd tier manufacturers. The manufacturers (tier 1-3) have an opinion that the 3 types of innovation have an important part that promote each other which create competitive advantages and help the organizations can continue their business and survive under technological changes. Moreover, they will continue to use these same directions because they still believe that the 3 types of innovation enhance competitive advantages and survival. They will use 3 types of innovation. Manufacturers from every tier has the same direction to used innovation in Product performance type that had the same characteristic as before. 1st and 2nd tier improve automobile parts that are capable for both internal combustion engine and electronic vehicle. The 3rd tier improves their product for other industries to reduce the risk of relying on the automotive industry. Follow by the direction for innovation of Networking as manufacturer collaborate with allied, trading partners, and agencies to develop products as well as improving the process (Process innovation type). The result was a competitive advantage and the survival of the manufacture under the changes in technology of automotive in this era.