Abstract

Abstract: The objectives of the research were 1) to study passion for the preparedness of the automotive industry entrepreneurs for the industry 4.0 2) to study guidelines in order to implement the passion sides for the preparedness of the automotive industry entrepreneurs for the industry 4.0. The research was the qualitative research that arranged the core 17 informants for the 20 years of the automotive experiences in the southern part of Thailand. Data were collected by focus groups, in-depth interview, participant observation, and documentary study and analyzed for the qualitative information on the inductive approach. The findings show that entrepreneurs and teams passion for the industry 4.0: 1) Rating of the entrepreneurs and the teams’ passion was fair with a high score which responded readiness of the passion for the industry 4.0 2) The passionate finders were in the middle of self-entrepreneurs, self-managers, and self-supervisors. They couldnt find their self-passion and the rest of them couldnt know how to find their self-passion but all the passionate finders were highly intended to work as to create customers satisfaction. 3) The group had a passion to get a new idea and to reach the destination of their work lives and their strong families lives. 4. Create a new strategy, motivate the team, and drive the passions of responding to the customers needs and change for the industry 4.0. The findings showed the guidance of implementation of the passion for the industry 4.0 as the following: 1) Entrepreneurs would study firstly at the present business situations and their competitors in internal and external countries and also drive the teams to take action to meet the target. 2) Learn to improve new ideas which design the customer service systems, including the social media channels. 3) Entrepreneurs focusing on technology development get along with building connections with partners. In action, working with customer relationship management system with partners in order to receive preferable collaboration and creating words of mouth among clients via electronic communication channels and social media. 4) Focus on the innovative passion’s motivation in the organization regularly to open the opportunities for all employees who could do the right things of the passion for the beneficial new ideas to the customers or the company. Finally, the speculative and supervisory subsidizations are proposed to the further research. Keywords: Passion, Preparedness, Automotive Industry, Entrepreneurs

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