Dynamic capabilities, marketing and technological competencies, and strategic adaptation of Thai industries under deglobalization and economic decoupling

This study examines how Thai businesses adapt strategically to deglobalization and economic decoupling by applying dynamic capabilities theory to explain resilience and competitiveness in a fragmented global economy. A three-round Delphi method was conducted with 19 experts from the APEC Business Advisory Council and Thai private sector leaders across five industries—electronics, automotive, petrochemicals, agro-processing, and textiles. Data were analyzed through qualitative theme extraction, Likert scale assessment, and consensus validation using interquartile range and descriptive statistics. Findings highlight that dynamic capabilities—sensing, seizing, and transforming—are critical for navigating supply chain disruptions, trade barriers, and technological transitions, with marketing and technological capabilities serving as mediators that amplify their impact on performance. Six adaptation clusters were identified: enhanced environmental scanning, agile decision-making, organizational transformation, marketing capability development, accelerated technology adoption, and performance optimization. The study extends dynamic capabilities theory to an emerging market context, emphasizing how regional cooperation and integrated capabilities strengthen adaptation. Practical implications suggest that Thai firms should invest in advanced analytics, digital innovation, and workforce reskilling, while policymakers should enhance digital infrastructure and ASEAN collaboration to build resilience and sustainable competitiveness.