E-business in Thailand: A Case Study of Two Thai Search Engine Companies

Search engine is one of the reasons for e-commerce success in today's world. They are playing an important role in supplying both international and local communities with various dimensions of business information for the customers and other interested parties. In Thailand, two of the most popular and successful Thai search engines are Sanook.com and Hunsa.com at httv://www.sanook.com and httv://www.hunsa. com respectively. This study aims to analyse their business strategies and models including related aspects through a qualitative approach. The study was based on interviews with the CEO or CIO of the companies and individuals who have particular interests in search engines and assessment of the Websites. The research outcomes cover the search engine companies' background, business strategies and models; industry, competitors and environmental analysis; key business drivers and threats. The study also covers innovation factors and adoption including Website assessment through evaluation of the search engines and their future development.