Small- and medium-sized enterprises (SMEs) are largely encouraged to take an open innovation model as a systematic area for R&D to expand networks in science and technology operation (Sci-Tech), especially in Thailand and China. Our paper examines the relationship between organizational culture (OC) and open innovation performance (OIP) of SMEs and the mediating effect of organizational sustainability (OS). Our investigation of 300 SMEs from different business industries in Thailand and China reveals that organizational sustainability significantly intervenes in the interaction of organizational culture and open innovation performance. From the findings, it is established that organizations should set robust and appropriate strategies for organizational sustainability to have excellent innovation outputs in SMEs’ performance. This paper also shows the significant effect of organizational culture on organizational sustainability in that cultural characteristics maintain the core business competencies in terms of marketing, operations, customer orientation, capital management, and monitoring & evaluation for sustainability. Such elements of organizational sustainability operate in a significant mediator contribution to SMEs’ performance to manage open innovation. As a practical contribution, this paper suggests managers realize the crucial elements of organizational culture, such as leadership, teamwork, and organizational climate, to improve performance by combining organizational sustainability in their strategic decisions made during the open innovation processes.

The issues of the relationship between the innovative maturity of enterprises, the orientation of small- and medium-sized enterprises (SMEs) to the principles of sustainability, and the expansion of their participation in sustainable development with business efficiency are very important and interesting. In this case, it is important to find a good balance between a policy that focuses on sustainable development and businesses’ needs. This will help SME companies be as efficient as possible and have the least amount of impact on the environment. This is especially important for countries where small- and medium-sized businesses are the main driving force of the country’s economy. This research aims to examine how the conceptualizations of intellectual capital (e.g., relational capital, social capital, and structural capital) affect open innovation and sustainability-oriented initiatives to foster open sustainability innovation for small- and medium-sized businesses. Using structural equation modeling based on second-order factor analysis, survey data were collected from 481 SMEs in Thailand. Intellectual capital in SMEs enhances opportunity recognition in SMEs to develop open sustainability innovation, while sustainability-oriented initiatives and an open innovation strategy should be well-placed. SMBs and business policymakers should pay attention to the idea of intellectual capital in terms of socio-rational resources, in which open sustainability innovation projects could be developed through sustainable cooperation.

This study aims to (a) identify perception factors that affect current mobile banking (M-banking) consumers’ continuous use of the technology, (b) explain the self-service technology (STT) dimensions that affect customers’ behavioral intention, and (c) be able to offer recommendations to the banking industry or other organizations related to M-banking in terms of developing M-banking services in the future. Analyzed data were collected from 688 existing Thai M-banking users through online questionnaires. This study used the SPSS and AMOS statistical programs to analyze the data by applying structural equation modeling based on SSTs’ service qualities and the technology acceptance model (TAM). From the results, this analysis shows positive and significant relationships among SSTs’ service qualities, perception, and sustainable intention to use M-banking services. This study provides vital knowledge related to essential characteristics of M-banking as an STT that could assist banking institutions and application providers in enhancing their M-banking products. Moreover, this study adds to the knowledge area of SSTs’ service qualities in financial mobile application dimensions.

Green food has been introduced into the market for several years. Nevertheless, most Thai consumers do not commonly purchase green food in their daily routine. This research article aims to identify the market segments and significant factors affecting green food purchase intention in Thailand based on the theory of planned behavior. It employed a sample of 458 green food consumers in five regions of Thailand. Based on the Food-Related Lifestyle model, we used cluster analysis to classify the market segments. Additionally, we employed a multi-group structural equation modeling technique to explore and compare customers’ behaviors in different segments. The results demonstrated two primary market segments for green food products, including (1) non-green consumers and (2) green consumers. The findings indicate that green consumers’ self-realization related to environmental issues positively affects their attitude and purchase intention, while non-green consumers reveal none of these relationships. Surprisingly, social norms related to green food consumption influence non-green consumers’ attitudes toward green food more than it does toward green consumers. This research paper enlarges the understanding of Thailand’s green food market regarding the market segments (non-green and green consumers). Furthermore, it points out implications on how marketing practitioners may penetrate those segments.

Small- and medium-sized enterprises (SMEs) have played an income-generating role in economic notions of prosperity in many developed countries, especially Thailand. Inside green economy, fostering eco-innovation by open innovation has become an increasingly new normal issue in Thailand. The ability to identify and collaborate with external knowledge sources and eco-innovative characteristics of SMEs is of essence to policy-makers and firm practitioners. This paper aims to shed the new light on the adoption of open innovation into eco-innovation which leads to the open innovation mode. Simultaneously, eco-innovation requires green management practices to interact with the concept of open innovation. Through structural equation modelling, 636 firms were collected and employed to estimate the proposed model. The prominent results verify: (1) open innovation significantly affects eco-innovation, which allows to obtain the open eco-innovation mode, and (2) open innovation through green management practices contributes significant benefits to eco-innovation. Based on the evidence, policy-makers and firm practitioners can improve the open eco-innovation model by integrating open innovation and eco-innovation with green management practices in their strategic planning and decisions.