Quality Assessment Guidelines and Management Strategies for the Health and Beauty OEM Industry: An ADLI Framework Approach

Ntapat Worapongpat

Authors

Ntapat Worapongpat Eastern Institute of Technology Suvarnabhumi (EIT) , Thailand https://orcid.org/0009-0008-3071-5249

Keywords:

ADLI Framework, OEM Industry, Health and Beauty, Management Strategy, Quality Assessment

Abstract

This academic article proposes a process quality assessment framework based on the ADLI model (Approach, Deployment, Learning, and Integration) to enhance management and development strategies in Thailand’s health and beauty OEM industry. The study employs a systematic synthesis of academic literature and an integrative analysis of empirical quantitative and qualitative research related to marketing management, ethical leadership based on the Buddhist principles of Iddhipāda IV and Brahmavihāra IV, and Environmental, Social, and Governance (ESG) practices within OEM enterprises in Samut Sakhon and direct-selling networks.The findings indicate that the overall process quality of the OEM industry is positioned at the “Systematic Improvement” level. Strengths are primarily observed in the Approach dimension, particularly in the integration of ethical leadership into human capital management, and in the Deployment dimension, which emphasizes customer-oriented operational strategies. However, developmental gaps remain in the Learning and Integration dimensions, particularly in the application of big data analytics for innovation and the alignment of ESG initiatives with core operational systems.The study proposes an ADLI-based strategic assessment framework across five strategic pillars competitiveness, innovation, sustainability, human capital, and branding to support organizational self-assessment and strategic improvement. The framework provides practical insights for executives and policymakers seeking to strengthen strategic capability and enhance the global competitiveness of Thailand’s health and beauty OEM industry.

Author Biography

Ntapat Worapongpat, Eastern Institute of Technology Suvarnabhumi (EIT) , Thailand

นนทบุรี

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