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«“√ “√ √“™∫— ≥±‘ µ¬ ∂“π ªï ∑’Ë Û ©∫— ∫∑’Ë Û °.§.-°.¬. ÚıÙ¯ 845 º≈‘ π ¿Ÿà ®√Ÿ ≠ Abstract The Adjust Shifting Management Paradigm : The Challenge for Thai’s Business in the Free-Trade Regime Palin Phoocharoon Associate Fellow of the Academy of Moral and Political Sciences, The Royal Institute, Thailand Today, international trade and investment has been changed significantly particularly, under the free-trade regime. The increasing in both bilateral and multilateral agreement between and among nations drive organization to adjust itself to fit with those changing environment. In order to coup with its effectively, in-depth analysis and examining the reason behind those changes is required. In addition, shifting the management paradigm is recommended. One may found these either as the threat or an opportunity. However, it is already become the challenge for Thai’s business organization to develop and sustain the competitive advantage. Key words : shifting paradigm, management , Thai’s business, free trade Information. IMD : Laussane. Matusik, Sharon F. and Hill Charles W. L. 1998. çThe Utilization of Contingent Work, Knowledge Creation, and Competitive Advantage.é Academy of Management Review 23(4), 680-697. Nonaka, Ikujiro. 1991. çThe Knowledge-creat- ing Company.é Harvard Business Review, November-December, 96-104. Pietersen, Willie G. 2002. Reinventing Strat- egy : Using Strategic Learning to Create & Sustain Breakthrough Performance. John Wiley & Sons : New York. Reading, Clive. 2002. Strategic Business Planning : A Dynamic System for Im- proving Performance & Competitive Advantage. Business Knowledge Transfer : London. 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.