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บทที่ 7 แนวคิดสิ่งแวดล้อมในอุตสาหกรรมการท่องเที่ยวและจิตบริการ 126

ความสมบูรณ์ของรูปแบบธุรกิจนวัตกรรมสีเขียว เพื่อการประเมินธุรกิจสีเขียวให้ได้ตามวัตถุประสงค์ อีกทั้ง
ยังช่วยประเมินการปรับใช้แนวคิดให้เหมาะสมกับนโยบายของภาครัฐได้อีกด้วย ดังตารางต่อไปนี้

ตาราง 7.1 Green Business Model Innovation Levels of Maturity

Level of sophistication Competencies Example
Level 1: Regulation driven Few competencies needed Reactive and primarily
response is to regulations

introduced
Level 2: Compliance driven See new eco-regulation as More responsive and
an opportunity and tries to proactive viewing eco-
anticipate and be ahead of regulation as inspiration for
regulation. Skills to work introducing new work

with other partners at a methods and processes. Yet
basic level not systematic integrated in
an innovation strategy.

Level 3: Production chain Ability to understand entire Takes on a fairly systematic
driven value production process, and proactive view to eco-
knowhow in life cycle regulation with a high focus
management and technical on process innovation.
skills for reducing wasteful
processes.

Level 4: New design or The know-how about how Holistic approach to eco
existing offerings to scale both green issues integrating both
redesigned for eco- supplies and production of product, customers,

friendliness new products/ services. process and partnerships
Reputation management innovation. Thoroughly
and differentiated from redesigned around green
‘greenwashing’. innovation.
Level 5: Business model Ability to make value capture On top of having a holistic

focus from differentiation, approach integrated ability
customers, management and to monetize on green
partnerships in ways that will investments.
change the basis for
competition.

Level 6: Creating new The know-how to synthesize Companies born with
platforms business models, new green innovation into the
technologies, regulations and organizational DNA which is
market trends in ways that reflected in company