| Summary: | The purposes of this research were; (1) to study the factors affecting the change management of private companies in the Bangkok area under the context of Thailand 4.0 driven by innovation and (2) to propose a development guideline for the change management of private companies in the Bangkok area under the context of Thailand 4.0 driven by innovation. The sample population in this study was 400 private company employees and 4 private company executives in the Bangkok area. This is a hybrid research study which combined qualitative and quantitative research methods, including interviews with private company executives, research for data from technical documents, and the use of a questionnaire as a quantitative instrument. The statistics for data analysis included Percentage, Mean, Standard Deviation, T-test, One-way ANOVA, and Multiple Regression.
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