Avatar Model of Creative Public Management: Innovative Rethinking in Public Administration Which Establishes Competitiveness of Thai Traditional Medicine in Medical Treatment

  • ชยุต ภวภานันท์กุล คณะมนุษย์ศาสตร์และสังคมศาสตร์ มหาวิทยาลัยราชภัฏสวนสุนันทา
Keywords: Avatar, Avatar Value Analysis, Creative Public Management, Thai Traditional Medicine in Medical Treatment


Currently, productive growth engine is created avatar New S-Curve of Thai traditional medicine in medical treatment. This research aims to study the current situation and create avatar model of creative public management which establishes competitiveness of Thai traditional medicine in medical treatment. The research strategy was achieved by using in Delphi technique as means of consensus panelists (totally, 18 experts from both public and private sector). The highlight of research findings revealed that 1) this avatar model of creative public management consisted of avatar factors for innovation business and business innovation. This model approach as innovative practical model that called “Ayutthaya Model” (2) ultimately, applied “Ayutthaya Model” to the strategy-driven competitiveness of Thai traditional medicine in medical treatment that called “Sunandha Model”. It revealed forwarded to adopt strategies of 2Ps keywords - promotion and passion. Promotion: to avatar for support competitive advantages on the strength of intangible assets and tangible assets. Passion: to avatar market-ing of (1) bidding strategies (2) The “Naive” strategy (3) common value or personal use from expected value (4) leveraging market competencies. Originality, as this strategic model was New S-Curve growth engine can applied to create innovation wisdom product, and training course for New S-Curve entrepreneur and local wisdom person, including insight fully to success of Thai traditional medicine in medical treatment.


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How to Cite
ภวภานันท์กุลช. (2020). Avatar Model of Creative Public Management: Innovative Rethinking in Public Administration Which Establishes Competitiveness of Thai Traditional Medicine in Medical Treatment. Suan Sunandha Academic and Research Review, 14(2), 71-90. Retrieved from http://journal.ssru.ac.th/index.php/ssajournal/article/view/740