MANAGEMENT OF PUBLISHING INDUSTRY BUSINESS TO SUPPORT CHANGE OF TECHNOLOGY IN THE DIGITAL AGE

Abstract

Nowadays, the publishing business has been affected by changing trends. The research objective intentionally simulated the structural equation modeling of the management of the publishing industry business to support change. Qualitative research involved in-depth interviews with 9 experts and a focus group with 11 successful businesspersons to validate this model. Quantitative data were gathered from 500 entrepreneurs in the publishing industry using a questionnaire, involving statistical tests such as descriptive analysis, inferential analysis, and multivariate analysis. The research reveals strategies for managing the publishing industry business to adapt to technological changes in the digital age, composed of 4 aspects. The most important items of each aspect are as follows: 1) Hi-tech technology & and innovation (  = 4.06) design of an automatic print head maintenance system that makes it faster, more accurate, and undamaged 2) cooperation network (  = 4.03) thing is to define a clear agreement on the relationship with the network operator 3) organization adaptation (  = 3.92) solve the problem that the customer recommends appropriately and 4) marketing orientation (  = 3.70) delivering products and services to customers on time and quickly. Furthermore, the hypothesis test indicated that the difference in enterprise sizes did not show significant variations at the 0.05 level. The analysis of the developed structural equation model demonstrated its accordance and harmony with empirical data, passing the evaluation criteria. The Chi-square probability level, relative Chi-square, goodness of fit index, and root mean square error of approximation were 0.204, 1.090, 0.966, and 0.013, respectively.

Keywords: Publishing Business, Hi-tech Technology and innovation, Organization Adaptation, Marketing Orientation, Cooperation Network