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The Journal of the Royal Institute of Thailand °â “« Ÿà §«“¡‡ªì πºŸâ π”∏ÿ √°‘ ®¥â «¬ª√— ™≠“ ‡»√…∞°‘ ®æÕ‡æ’ ¬ß µ— «·∫∫∏ÿ √°‘ ® ç√à ¡©— µ√é Vol. 32 No. 4 Oct.-Dec. 2007 758 Abstract Becoming the Business Leader Through the Sufficiency Economy ç Rom-Chat é Business Model Palin Phoocharoon Associate Fellow of the Academy of Moral and Political Sciences, The Royal Institute, Thailand Today the speed of change has been shifted most firms into the unexpected competition. Therefore , firms need to improve themselves dynamically. Unfortunately , advanced intechnology and smart telecommunications are running far ahead of the rate of improvement in most organi- zations. Thus , the best efforts of intelligent , well-educated , and experience managers are more likely to fail than succeed. The reason are because organizations are over-managed and under- lead. To answer this question , this article is an attempt to apply ç the Sufficiency Economy é not only to solve this problem , but also to lead the firm to become the business leader through the contemporary management. Moreover , ç Rum-Chat Model é is proposed. This proposed model focuses on the management technique that determining the firm to become the leader in its industry under the greatest philosophy of ç the Sufficiency Economy é . Key words : Sufficiency Economy , strategic management , business leader ment. John Wiley & Sons: New York. Sense, Peter, Kleiner, Art., Roberts, Charlotte., Ross, Richard., Roth, George and Smith, Bryan. 1999. The Dance of Chance. Doubleday Broadway: London. Simon, Hermann. 1996. Hidden Champions. Harvard Business School Press: Boston. Stern, Carl W., and Stalk, George Jr. (Eds.) 1998. Perspectives on Strategy from The Boston Consulting Group. John Wiley & Sons: New York. Stewart, Thomas A. 1997. Intellectual Capital. Doubleday: New York.