Chaiyasoonthorn, Wornchanok
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Preferred name
Chaiyasoonthorn, Wornchanok
Alternative Name
Chaiyasoonthorn, Womchanok
Main Affiliation
Email
wornchanok.ch@kmitl.ac.th
3 results
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Item type:Publication, Driving financial results is not the only priority! An exploration of the future role of chief financial officer: a grounded theory approach(2024-04-25); ; Purpose: This study aims to develop a conceptual framework for the role of chief financial officer (CFO) in an ever-changing environment. As previous research focused on responding to specific crises, there have been theoretical and practical gaps in the role of CFO. The study's goal is to fill a critical gap by developing a comprehensive and integrated set of roles to assist the CFO in a constantly changing environment. Design/methodology/approach: Using a grounded theory approach, semi-structured interviews and observations were conducted with 21 CFOs from various industries in Thailand, including foreign multinational corporations and domestic companies with international operations. CFOs were asked how they frame their roles in the face of an ever-changing environment and how they prepare for the future. Findings: The iCFO model is developed, which identifies the critical “core” roles of the CFO in securing the business foundation, as well as the “future opportunities” roles that function as growth engines for long-term business strength. The research delves into the importance of integrity, ethical mindset and corporate governance in the role of the CFO. The iCFO model is designed to help guide future research and provide practical applications for CFOs in both domestic and international contexts. The term “core” refers to the CFO’s primary responsibilities, which include driving profitability, managing risks and optimizing business performance. The “future opportunities” component focuses on the roles that CFOs can play in strengthening the future of business by optimizing investment efficiency, driving digital transformation and being the CEO’s business partner. The findings also emphasized “integrity,” which must encompass all decisions, actions or recommendations made by the CFO. Originality/value: The study offers unique perspectives on an emerging economy, providing new insights. Through interviews with 21 CFOs, it contributes empirical evidence on the development of roles in accounting and finance, emphasizing good governance practices. The findings highlight the integrated role of the CFO and their self-reflection on their value within the company. Significantly, the study's implications are relevant and applicable to a global audience, particularly in developing economies that prioritize growth. Future studies could incorporate integrated thinking into the iCFO model to address social, environmental and economic factors, making it more universally relevant. Additionally, exploring the adoption of the chief value officer context in developing markets could enable CFOs to expand their focus beyond financial metrics, embracing a comprehensive approach to value creation. By integrating these concepts into the iCFO model, CFOs can effectively drive sustainable and impactful business outcomes on a global scale. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Driving Dilemmas: A Qualitative Exploration of Autonomous Vehicle Use in Thailand(2024-01-01); This study explores the intricacies of autonomous vehicle (AV) acceptance within the unique landscape of Thailand where AV adoption remains a challenge despite some global success. Employing an in-depth interview methodology, our research is based on grounded theory in a qualitative approach, aiming to provide an understanding of this phenomenon. Our investigation is based on semi-structured interviews with 19 regular AV users, chosen after thorough background verification to ensure the research's credibility. These interviews, ranging from 45 to 60 min, facilitated an in-depth exploration of the subject matter. Employing ATLAS.ti software, one intriguing revelation from our study is the counterintuitive behavior of the participants: All Thai AV drivers regularly deactivate the autonomous functions of their AVs. Among others, this phenomenon is influenced by several factors, including Thailand's distinct traffic conditions, the unpredictable of local driving behaviors, and pervasive trust issues regarding the capabilities of autonomous systems. We meticulously detail the complexities surrounding AV adoption, shedding light on the multifaceted nature of the challenge. Our discussion offers a nuanced understanding of the factors contributing to the preference for manual control among Thai AV users, providing valuable information for policymakers, industry stakeholders, and researchers seeking to comprehend the intricacies of AV acceptance. In conclusion, this research serves as a foundational resource for future investigations by facilitating more effective strategies for AV integration in diverse global contexts. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Designing an Interview Guide for Grounded Theory Research: The Case of AI-Driven Transformation in High-Reliability Organizations for Aviation(2026-01-01); This chapter presents a systematic approach to designing a semi-structured interview guide, which serves as the primary qualitative instrument in a theory-generating mixed-methods study. While existing methodological frameworks provide only broad guidance for interview design, this study fills a critical research gap by applying these principles directly to the underexplored context of Artificial Intelligence (AI) transformation in High-Reliability Organizations (HROs) within aviation. The overarching research seeks to develop a substantive Grounded Theory that explains how HROs, particularly Air Navigation Service Providers (ANSPs), evolve into Intelligent HROs through the adoption of AI. Guided by Grounded Theory principles, the interview guide is intentionally inductive, crafted to elicit rich, narrative data that enable the emergence of theory rather than the validation of pre-existing constructs. This chapter contributes to both methodology and practice by providing a transparent, replicable model specifically tailored for investigating AI adoption in ANSPs. The model addresses the unique challenges of safety–critical environments, where conventional change management often doesn’t work. The design process follows the practical framework of Joungtrakul et al. (2023), beginning with the translation of the central research question into a broad, open-ended “grand tour” prompt. This is complemented by a flexible probing toolkit addressing conditions, strategies, socio-technical dynamics, and consequences of transformation. The chapter underscores the importance of constructing a rigorous yet adaptive qualitative instrument, one that evolves alongside theoretical sampling and analysis, thereby ensuring the resulting theory is authentically grounded in the lived experiences of practitioners operating in high-stakes environments.