Abstract

This study aims to examine the impacts of adaptive strategies, economic value enhancement, and competitiveness in Thailand’s durian export industry through the adoption of cross-border e-commerce technology, with particular emphasis on skill development and learning in related educational contexts. A mixed-method research design was employed, integrating qualitative and quantitative approaches. Qualitative data were collected through in-depth interviews with key stakeholders, including durian export entrepreneurs, industry experts, and policymakers, to explore strategic adaptation practices and industry challenges. Quantitative data were obtained from a survey of 150 durian export businesses in Thailand, encompassing small, medium, and large-scale enterprises, to examine the relationships between adaptive strategies, value-added product development, and business performance. The findings indicate that a majority of durian export businesses have adopted adaptive strategies, particularly the development of value-added products such as durian chips, frozen durian, and durian-based confections, which have contributed to increased profitability and market diversification. The integration of digital technologies and cross-border e-commerce platforms has further expanded international market reach and enhanced customer engagement, thereby strengthening global competitiveness. However, the study also identifies persistent challenges, including inadequate technological infrastructure, regulatory constraints across export markets, and limited expertise in digital marketing and e-commerce. Based on these findings, the study highlights the importance of continued investment in digital infrastructure, skills training, and supportive policy frameworks, as well as enhanced collaboration between public and private sectors, to ensure sustainable growth and long-term competitiveness in the durian export industry. Furthermore, the results underscore the relevance of incorporating adaptive strategy development, digital marketing, and e-commerce competencies into business education and industry-specific curricula, thereby equipping future professionals with the skills necessary to succeed in dynamic global markets.

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