Abstract—The purposes of this study are to provide authentic evaluation, guideline for OTOP herbal product management, problems and obstacles in OTOP herbal product business management in the western region of Thailand, to study the overall performance and potential of OTOP business development, and to develop business management guideline for OTOP herbal product entrepreneurs in the western region of Thailand. The samples were 100 staffs related to OTOP herbal product business and 22 OTOP herbal product entrepreneurs as the research used a mixed method, consisting of qualitative research and quantitative research. Concerning the external factors, including competitive rivalry, bargaining power of suppliers, bargaining power of customers, threat of new entrants and threat of substitute products or services, the study has found that competitive rivalry is firstly related to bargaining power of suppliers, while bargaining power of suppliers is secondly connected with bargaining power of customers, and competitive rivalry is thirdly associated with bargaining power of customers. Therefore, community enterprises should work together to set standard prices without cutting prices to lower bargaining power of customers. Together, they should also bargain with suppliers for standard decent prices of supplies in order to reduce bargaining power of suppliers.

Index Terms—authentic evaluation, herbal product, OTOP

Cite: Jittapon Chumkate, "Authentic Evaluation and Management Approach of OTOP Herbal Product of SMEs Entrepreneur in Western Region of Thailand," Journal of Advanced Management Science, Vol. 3, No. 2, pp. 123-127, June 2015. doi: 10.12720/joams.3.2.123-127