Review HR Perspective toward the Role of Multinational Corporations (MNCs) in Thailand

The study is using a qualitative strategy to describe the HR perspective towards the Role of Multinational Corporations (MNCs) in Thailand by using the pervious instrumental study review. Then, the data was classified into three parts: Part I: MNCs in developing countries; Part II: Overview the context of Thailand; Part III: Review the Role of MNCs in Thailand from the HR Perspective. As Thailand is a developing country which takes into account of globalization activities, hence, MNCs play an important role to enhance the level of economic growth. The developing countries must improve their infrastructure and skilled workers to be reach the competitive advantage among region and attractive to foreign direct investments. The result of the study showed the characteristics in social context in Thailand, how the beliefs of Thai society impact ethical behavior, attitude in business and implications of HR practices. Thai political context is identified the situation of replacement employees. The study describe that the qualification require has go to foreigners rather than Thai workers. Thai labor laws has identified the inequality of Social Security Circumstances between private sector, agricultural workers, and public employees. and the role of MNCs in Thailand from the HR perspective. It shows that HRD systems must be able to enhance and build a quality program to put people to work.&nbsp

Disentangling the role of income level on premium brand perceived quality, awareness, association, and loyalty: A comparative study within Thailand and Indonesia

The level of income is one of the specific consumer conditions that susceptible to influence their brand decision-making. Unfortunately, studies on the influence of income mainly focused on price without considering the relationship between brand and consumers. This study aims to examine how brand perceived quality, awareness, association, and loyalty related to the level of income in emerging countries like Thailand and Indonesia. Premium and high-class coffee chain brands choose as the object of this study as the exponential growth of the coffee culture in both countries. A total of 283 respondents have completed an online questionnaire and verified it to be processed into the analysis of variance (ANOVA) and LSD post hoc test for multiple comparison statistical analysis. The result of this study shows that although high-income and low-income consumers in Thailand tend to have the same perceived quality toward the premium coffee brand, in general, there is a significant difference in the mean of brand perceived quality, awareness, and association between various consumers income level in Thailand. Interestingly, this study found that there is no significant difference in the mean of premium coffee brand perceived quality, awareness, association, and loyalty within the group of income levels in Indonesia. This indicates that Indonesians tend to ignore how much money they have in their pocket when it comes to coffee as the coffee culture becoming a new habit and lifestyle