A Challenge for Change: a Thai Telecommunications Case Study

Sirichuwong, Wasunee (2009) A Challenge for Change: a Thai Telecommunications Case Study. Other Degree thesis, Victoria University.


The study is set in the context of increased competition and rapid change in the telecommunications industry in Thailand. The aim of the research and the selected methodological tool of benchmarking is to contribute to improvement of work performance and to provide a basis for such improvement in the Business Management Sector III, including development of employee skills and knowledge, and increasing technical and professional capabilities. This study investigates the workplace practices of TOT Corporation Public Company (TOT) employees, comparing two divisions and utilizing the findings to contribute to plans for continuous improvement. The research complements the corporation's overall strategy to become a learning organization. Qualitative ethnographic research methodology is employed usmg a case study approach and descriptive statistical information is gathered using the methodological tool of internal benchmarking. The internal benchmarking is conducted in the phases of planning analysis integration, action phase and maturity. The research tools employed to conduct the study are observation, interview and self-reflection. The comparison of the revenue sharing process of Sector III, Divisions I and III staff from the observations, interviews and self-reflection provides details of changes deemed to be desirable to be adopted, according to eight themes namely, system management, time management, learning, learning organization, teamwork, motivation, professional development and benchmarking. It is indicated that there are key factors that TOT should consider regarding its organization and staff. An organization where people continually learn how to learn together, should ultimately become a learning organization and its staff require professional development and motivation. However, environmental and financial issues cannot all be resolved immediately and long term planning is required before full movement to a learning organization can occur. This thesis has identified areas of new knowledge for TOT. Benchmarking the two divisions enhances knowledge, understanding and self-development which can bring about the competitive edge that TOT requires. It not only pennits improved work processes but also conceptual thinking, although this is an ongoing process and change will continue to occur. The system management, time management, learning organization, professional development, teamwork and motivation are aspects that TOT should consider for attaining best practice. Knowledge management is required to allow staff to become learners and have improved performance. Employees can learn from their working experience in order to become regular and lifelong learners. This in tum is likely to lead TOT to become a learning organization. This study of performance and change in a large telecommunications company makes a contribution to the industry both nationally and internationally. It contributes to our understanding and knowledge of how change may be managed in a traditional organization in such a way as to enable it to move towards becoming a learning organization.

Additional Information

A dissertation submitted in partial fulfillment of the requirement for the degree of Doctor of Education

Item type Thesis (Other Degree thesis)
URI https://vuir.vu.edu.au/id/eprint/2011
Subjects Historical > RFCD Classification > 350000 Commerce, Management, Tourism and Services
Historical > Faculty/School/Research Centre/Department > School of Education
Keywords communications industry, work performance, benchmarking, business management, Thailand
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