Digital marketing towards the leading change in Thai manufacturing company.

Abstract

ABSTRACT This study aims to find the recommended preparation process towards the emergence of digital marketing for manufacturing company. The study focuses on the impact of digital marketing to the organization, the obstacles related to the digital marketing implementation, and the potential preparation process which could possibly impact the manufacturing organization before the implementation of digital marketing. The in-depth interviews are conducted to gather the information on this study by using Kotter’s 8-Step Process for Leading Change as the research framework. The result of this study suggests that leader’s sense of urgency is a key to start implementing any change.