University of the Thai Chamber of Commerce and the Thai Chamber of Commerce

Volume 4 Issue 3

JUNE - AUGUST 2012

ISSN: 1906-8646

Arbitration in Thailand
Sorawit Limparangsri

Thailand’s Brand Image
Brand Studies and Research Center,
University of the Thai Chamber of Commerce

Doing Business in Creative Economy with the Growing Impact of AEC:
ASEAN Economic Community
Waralak V. Siricharoen, Nattanun Siricharoen

Organizational Preparation for the Asean Economic Community
Associate Professor Thongtippha Viriyapan

THAI SKILLED LABOR
AND THE

AEC

An Analysis of
“Competitive Potential of Skilled Labor in the Service Sector
Free Opening under the ASEAN Economic Community (AEC)”

Contents June-August 2012
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4

9
16

Editor's Memo

Arbitration in Thailand

04

14

Thailand’s Brand Image

16

Doing Business in Creative Economy with the Growing Impact of AEC:
ASEAN Economic Community

21

Organizational Preparation for the
Asean Economic Community

2

www.facebook.com/ThailandEcoReview

Thai Skilled Labor And the AEC
An Analysis of “Competitive Potential of Skilled Labor in the Service Sector
Free Opening under the ASEAN
Economic Community (AEC)”

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21

Editor's Memo
“Seven Thai Professionals … How They Will Compete
When We Enter the AEC?”
In a relatively short time, Thailand will have a free flow labor with the other ASEAN member countries. The ten nations of ASEAN have prepared the
Mutual Recognition Arrangements (MRA), which specify the basic qualifications for seven groups of professionals to work freely in each other’s countries. These groups are Engineering Services, Architectural Services, Surveying Qualifications,
Medical Practitioners, Dental Practitioners, Nursing Services and Accountancy
Services. With the Free Flow of Skilled Labor, Thailand will receive both advantages and disadvantages, and we face the challenge of developing the personnel and business competitiveness of Thais in these professions.
This edition presents a special report entitled “Thai Skilled Labor and the AEC”, which is an analysis of the “Competitive Potential of Skilled
Labor in the Service Sector Free Opening under ASEAN Economic
Community (AEC)”, conducted by the Center for International Trade Studies, of the University of the Thai Chamber of Commerce (UTCC). It provides readers with the results of the Center’s research so they may understand how
Thai professionals compare with those in other ASEAN countries. These are followed by recommendations on how to prepare for the forthcoming changes.
Mr. Sorawit Limparangsri, Judge of the Office of the President of the Supreme
Court, Thailand presents a study on “Arbitration in Thailand”, which describes the background and current implementation. It is followed by the research results conducted by the Brand Studies and Research Center, UTCC, titled “Thailand’s Brand Image”. Waralak V. Sirichareon and Nattanun
Sirichareon jointly present their study , “Doing Business in Creative Economy with the Growing Impact of the ASEAN Economic Community”. The final article is “Organizational Preparation for the ASEAN Economic Community”, written by Associate Professor Thongtippha Viriyapan, full-time lecturer in the
School of Business Administration, at UTCC.
Once the ASEAN Economic Community becomes a reality, it will become essential for those concerned to understand what it means to them, especially members of the seven effected professions. Thailand Economic &
Business Review will continue to present the economic and business guidelines, thoughts, analyses, and economic and business needs in order to help Thai organizations move successfully into the competitive fields of ASEAN.
The Editorial Team

EDITOR TEAM
CONSULTANT : Pongsak Utsakul, Wichai Utsarasakorn, Assoc. Prof. Chiradet Ousawat, Ph.D., Narong Joonjuasuparerk
CHAIRMAN OF EDITORIAL DEPARTMENT : Assoc. Prof. Sauwanee Thairungroj, Ph.D.
VICE CHAIRMAN OF EDITORIAL DEPARTMENT : Yajai Chuwicha, Ph.D.
CHIEF OF EDITORIAL DEPARTMENT : Arrada Mahamitr
EDITORIAL DEPARTMENT : Prapatchot Ngarmkham, Winai Thanyapumi, Chiddittapas Chindawanishskul,
Nuttipon Khachonpan
TRANSLATED BY : Ms. Renu Pholsward, Ms. Pimchai Pongpisit
EDITED BY : Mr. Charles Seaman Rice
CONTACT : Academic Service Center, University of the Thai Chamber of Commerce Tel. 02-697-6861-3

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Special Report

THAI SKILLED LABOR
AND THE AEC
SEAN+
rds A

towa riving D

An Analysis of
“Competitive Potential of Skilled Labor in the Service Sector Free Opening under the ASEAN Economic Community (AEC)”
• Knowledge and understanding of AEC and MRA Agreements in 7 fields of Thai Professionals
• Thai Professionals’ potential under ASEAN
• Thai labor adjustment

By the Center for International Trade Studies,
University of the Thai Chamber of Commerce

The purpose of the international agreements is to make ASEAN one market and a joint production base.
The Free Flow of Labor comes under the
ASEAN 3 Framework
Agreements:
1) Agreements on the Free Flow of
Skilled Labor
2) The ASEAN
Framework Agreement on Services: AFAS
3) The ASEAN
Comprehensive
Investment
Agreement: ACIA

T

seven professional fields as are indicated in Table 1.
The knowledge and understanding already acquired of the AEC and
MRA by Thai Professionals in 6 fields2 are as follows:
Dental Practitioners
About 50% of Thai dental practitioners know about AEC and understand what it will mean. This is because they have received information from the public relations section of the
Dental Association of Thailand, the organization that is responsible for
Thai dental practitioners. However, these dental practitioners still do not entirely understand the details of the practice regulations and steps.
Medical Practitioners
About half of Thai medical practitioners also know about AEC and have a basic understanding of it.
1 This means that if service providers
Medical practitioners have have been certified for their been informed about the AEC by professional qualifications by an the Medical Association of Thailand organization in their own country, they will be approved in the other under Royal Patronage, as well as
ASEAN countries as well. The the Medical Council. Both also hold certification and approval must regular seminars to discuss this. Thai correspond with the internal rules medical practitioners realize that and regulations of each country, which will facilitate the flow of professional the Free Trade Opening in ASEAN service providers throughout the will take place in the very near
ASEAN region. future. However, they still are not
2 Professionals in 6 fields have been aware of what changes may happen, studied: Dental Practitioners, Medical since they tend to consider it something
Practitioners, Nursing Services,
Accountancy Services, Engineering far removed from themselves.
Services and Architectural Services.
Nurses
Only about 20% of Thai nurses know about anything AEC
Table 1. Completion of the Signing of MRA agreement in 7 Professional Fields and the changes it will bring.
The Thai nurses who have been
Mutual Recognition Arrangements – MRA
Year of Signing involved in the free opening
1. Engineering Services
2005
negotiations and those in the Nursing
2. Nursing Services
2006
Council are well informed. However,
3. Architectural Services
2007
most nurses have no idea what the
4. Surveying Qualifications
2007
Free Flow of Nursing Services
5. Medical Practitioners
2008
means to them. Nevertheless, the
6. Dental Practitioners
2008
Nursing Council continuously tries
7. Accountancy Services
2008
to provide them with information. he Free Flow of Labor within ASEAN is considered to be one of the most important negotiation topics proposed to make ASEAN become a single market and joint production base. The Free Flow Labor is under the ASEAN 3 Framework
Agreements, which comprise:
1) Agreements on the Free
Flow of Skilled Labor
2) The ASEAN Framework
Agreement on Services (AFAS)
3) The ASEAN Comprehensive
Investment Agreement (ACIA)
The Free Flow of Labor shall be for skilled laborers and professionals only. It excludes unskilled laborers. The pattern of
Free Flow Labor follows the Mutual
Recognition Arrangements (MRA)1, which are the latest development in the ASEAN services trade co-operation and acknowledge the importance of grouping fields of service. Each ASEAN member country will approve the appropriate educational certificates and degrees, length of experience, and other qualifications to comply with the
MRA specifications to issue licenses or certificates to skilled service providers. Approval may be done in accordance with agreements between the member countries or independently.
ASEAN has already completed preparations for commencing the
MRA and it has been signed by
ASEAN Economic Ministers in

1»

1
2»

2
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accountants understand the benefits they will have.
Entering the AEC in 2015 and the increased co-operation of
ASEAN will provide more benefits than negatives for accountants, and those as yet unaware should follow the negotiations more closely. Engineers
Only about one Thai engineer in 10 is aware of the benefits that may come his way.
As many as 90% Thai engineers not only do not understand the free opening and agreements, but are not interested in them either. Thai engineers realize that their engineering work could see more jobs created and cause employees to flow in.
The benefits of the Free Opening
Agreements will probably go other countries’ engineers raather than to Thais, since they do not realize the increased opportunities they will gain to work in other
ASEAN countries.
Architects
About 50% of all Thai architects, on the other hand, recognize the benefits of the
Free Flow Skilled Labor and
MRA.
They understand it will provide opportunities for them to work freely within other ASEAN countries, especially in Brunei,
Cambodia, Laos, Myanmar and
Vietnam. In addition, it will increase the architecture services market. 5»

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Accountants
More than 80% of Thai accountants have a good understanding of the AEC.
This is because the AEC continuously sends them information about what will happen. The opening of the AEC will require
Thai accountants to develop their skills to international standards, as will then be easier for employers to hire foreign accountants.
Engineers
Only about 30% of those in the Thai engineering professions have heard of the AEC and
MRA.
The majority have shown little interest, since they regard it as of little importance to them and most have no desire to work in other ASEAN countries.
Architects
Thai architects are better informed than the engineers, but not more than half of them have shown any interest in the
AEC.
Nevertheless, the Architect
Council continuously sends information about it to the
Council’s members.

5»

5
6
6»

The realization of professionals’ advantage from the Free Flow of Skilled Labor and preparation

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of MRA is as follows:
Dental Practitioners
Almost 100% of Thai dental practitioners do not understand what the advantages are, since they feel the Free
Opening will not increase the opportunities for Thai dental practitioners. Medical Practitioners
Only half of all Thai medical practitioners realize the advantages they will gain.
The other half does not understand that the Free Opening of the Services Sector and MRA agreements will greatly benefit
Thailand. In fact, Thai medical practitioners will be able to treat an increasing number of patients from ASEAN countries and others as well.
Nurses
More than 80% of the
Thai nurses do not realize what they will gain from the Free
Opening and preparation of the
MRA.
They know very little about the Free Flow of Skilled Labor and the entrance into the AEC, which actually should result in increased employment opportunities for them.
Accountants
About half of all Thai

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2
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3
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Thai Professionals’ Potential under ASEAN
1. Dental Practitioners
When considering ASEAN dental practitioners’ potential in the total picture, it is found that Thai, Malaysian, Singaporean,
Indonesian and Myanmar dental

practitioners have no difference in skills, and can be grouped as follows: Group 1. Thai, Malaysian,
Singaporean, Indonesian and
Myanmar dental practitioners
Group 2. Vietnamese and
Filipino dental practitioners
Group 3. Laotian, Cambodian and Bruneian dental practitioners
2. Medical Practitioners
Comparing Thai medical practitioners to other ASEAN member countries’ medical practitioners, one finds that Thai medical practitioners have high potential and rank in the top order in ASEAN. Considered according to the levels, ASEAN medical practitioners can be divided into 3 groups:
Group 1. The top level in
ASEAN by knowledge and expertise consists of the Thai, Singaporean, and Malaysian medical practitioners.
Group 2. Ranking second are
Indonesian, Filipino and Vietnamese medical practitioners.
Group 3. The last group in
ASEAN are the Laotian, Cambodian and Myanmar medical practitioners.
3. Nurses
When Thai nurses’ potential is examined in ASEAN, it is found they have the highest ability of all. This is because their educational level is higher than in other ASEAN countries.
Thai nurses graduate with a four-year bachelor degree; however, their weakness is their lack of

fluency in English. This places them at a disadvantage when compared to nurses in ASEAN countries such as Singapore, Brunei,
Malaysia and the Philippines.
Nurses from these countries can easily communicate in English, and their countries even offer nursing courses taught entirely in
English.
4. Accountants
If we judge Thai accountants’ potential in comparison to the rest of ASEAN, we find that Thai accountants generally have greater knowledge and ability than their ASEAN counterparts.
The ASEAN countries with the highest knowledge and ability as accountants are Singapore,
Malaysia, Thailand and Indonesia.
These four countries have the same accountancy standards, since they all belong to the Federation of Accounting Professions (FAP) or other accountant organizations that supervise accounting practices and standards. Moreover, all four countries are members of the
International
Federation of Accountants (IFAC), which is the organization that specifies accounting’s international standards.
In addition, Singapore, Malaysia,
Thailand and Indonesia have many important businesses, including the services, industry, commerce, financial institutions, and a securities market. These factors all place their standards at the international level. It can be said that financial standards develop according to the growth of business, capital market and financial institutions, which are diversified. Thus their financial standards have already developed to the international level.
5. Engineers
Comparing Thai engineers’ potential to that of other ASEAN

members, we also find that the
Thai engineering potential is at the leader level. ASEAN engineers at the same level are Singapore’s and the Philippines’. However,
Singaporean and Filipino engineers have an advantage in that they can use English much more easily for communication. Nevertheless, in engineering practice they are not superior to the Thais. Moreover, in engineering work, the English language is not always essential, as engineers can usually communicate with each other without it.
6. Architects
Thai architects’ potential is at the highest level in ASEAN, but they rank second to
Singaporean architects in project administration management and their concepts of business competition. Singaporean architects rank higher or equal in expertise to the Thai architects. However,
Thailand produces more architects than Singapore, and Thai architects have greater skills and expertise than those of Malaysia, Indonesia and the Philippines. Comparing their competitive ability, architects can be grouped as follows:
Group 1. Singapore’s architects, who have higher competitive ability than Thai architects
Group 2. Malaysian, Indonesian and Filipino architects, who have the same competitive ability as
Thais
Group 3. Cambodian, Laotian,
Myanmar and Vietnamese architects, who have less competitive ability than Thai architects
Recommendations:
1. Dental Practitioners
(1) The MRA must not authorize more than the local rules and these must be clearly followed. (2) There must be measures

07

to inspect dentists who will come to work under the MRA.
(3) There should be a specific organization that supervises and enforces the laws concerning professional dental practice.
Public health care or hygienic care police should be set up to deal with this.
(4) The enforcement of legal decisions must be done seriously against those professionals who have broken the laws according to the court’s judgment.
2. Medical Practitioners
After the Free Opening and entrance to the AEC have been completed, it is anticipated there will be many more people coming in Thailand for medical services.
To prepare for the changes that will occur, the medical profession should do the following:
(1) Personnel production should be developed, since Thai medical and medical service standards are already high. The emphasis should be on increased personnel by offering international teaching curriculums
(2) Thailand should be pushed to become the Medical
Hub of ASEAN, including attracting people within ASEAN for medical treatment and study in Thailand.
Thai medical and public health care standards are already very high. 3. Nurses
(1) Readiness preparation must be arranged for nurses so they understand the AEC, the
Free Opening of the Nursing
Service Sector, and the preparations for the MRA, including the reasons and need for the agreements.
(2) Negotiations on preparing for the MRA should create equal opportunities both for Thai nurses and the ASEAN nurses who will come to work in Thailand. The right to practice the nursing

08

profession should not be given only to foreign nurses who have an advantage by speaking English and work in private hospitals caring for foreign patients, nor should they receive higher pay than Thai nurses.
4. Accountants
(1) The Free Opening is an opportunity for Thai accountants who have potential and an interest in working in other ASEAN countries. However, they must adjust themselves to facing stronger competition.
(2) There should be preparation for Thai accountants.
Accountants need to follow closely the ASEAN movements and negotiations on agreements regarding their profession. In addition, they must increase their competitive potential and abilities on the profession market. The mechanism that will help the accountants’ development consists
3 factors:
1.) The FAP will have to supervise the standards
2.) Educational institutes will have to produce graduates that are ready for ASEAN and international competition levels.
3.) Accountants will have to be alert to create their own opportunities. 5. Engineers
(1) State organizations should create language for communications curricula for English and the
ASEAN countries’ languages to better prepare Thai engineers.
(2) The Free Opening should be protected and it must not allow the changes to the Engineering
Profession Practices Act
(3) Cultural differences may cause serious obstacles to Thai engineers working in ASEAN countries; thus, they should be helped to adjust themselves to adapt to them.

Additional Recommendations for the Free Flow of Profession
Fields
If the Government is to increase the Free Flow of
Profession Fields more than at present, it should have certain guidelines: 1) It needs to create an understanding of the advantages, impact and opportunities of the
AEC, especially for those in the professional fields, before it agrees to the Free Flow of Labor.
2) It should consult groups of those profession fields which are ready for the increased competition through representatives of the groups.
3) It should create ways to develop the potential of the profession fields in order for them to be ready for ASEAN competition. 4) It should have a national strategy in each professional field for to prepare for the ASEAN competition. Thai Labor Adjustment
1) Thai educational standards should be upgraded to compare with foreign curriculums, including thought development and a learning culture so that educated people can effectively practice what they know.
2) Skills in foreign languages for communication must be developed, especially for the
English language.
3) Labor must be developed, corresponding to the production sector. 4) The Government should care for Thai labor by providing state organizations that can assist and give advice to Thai workers in foreign countries. If necessary, the Government should establish
Thai Labor Offices in the ASEAN countries. ARBITRATION
IN THAILAND by Sorawit Limparangsri*
A

* Judge of Office of the President of the
Supreme Court, Thailand, LL.B. (with honour) Thammasat University, Barrister at Law, LL.M. University of Michigan at Ann Arbor School of Law, LL.M.
Columbia University School of Law
(with distinction “Halan Fisk Stone
Scholar”).
1

Chantara-opakorn, Anan, LAW
ON OUT-OF-COURT ARBITRATION
(Nititham Publishing 1993) p.6.

rbitration has been in existence in Thai laws for centuries , but its roles had been extremely limited. When Thailand reformed its legal system in the
1930s, the Civil Procedure Code also provided for arbitration, both court-annexed and out-of-court arbitration. However, because the law lacked elaborate procedure to support the arbitration process and to guide parties through the process, the use of out-of-court arbitration was so rare that there was no reliable record which showed the provisions had been actually used in practice. The court-annexed arbitration, even though there was more detail rules, did not come to live in practice as well.
It is appropriate to say that modern arbitration in Thailand was instigated by a couple of factors that happened in the same period. The first is the introduction of the Arbitration
Act B.E.2530[1987] (The “old act”). The law, for the first time in Thailand, navigates parties through various steps in arbitral proceedings, supplements arbitration agreements when parties fail to provide for procedural solutions, lends judicial support to arbitral tribunals in conducting the

proceedings, and, last but not the least, gives parties assurance that arbitral awards will be enforceable in court subject to some conditions.
Another factor is the role of the
Ministry of Justice in promoting arbitration by dedicating a division solely for this purpose. The
Arbitration Office of the Ministry of Justice has played a prominent role in promoting the use and understanding of arbitration in
Thailand. Prior to the Arbitration
Office’s inauguration, arbitration in
Thailand was very rare, because very few people knew exactly how arbitration really worked and how it could benefit them and their business, and, for those who knew something about arbitration, they still did not know where to obtain arbitration service in
Thailand. Realizing these shortfalls, the Arbitration Office has indefatigably promoted arbitration by organizing many seminars, meeting, training programmes and round-table discussion, publishing materials on arbitration, and joining force with academic institutions to incorporate arbitration in their curricula. Moreover, the
Arbitration Office has made administrative service for arbitral tribunals easily accessible and free of charge for parties who

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want to commence arbitral proceedings in
Thailand.
From those early years of development of modern arbitration in
Thailand, arbitration laws and practice has dramatically changed. Furthermore, those involving in arbitral proceedings have gained considerable experience and understanding over time. Many in arbitration circle in Thailand agreed that the time may be ripe for another round of improvement. Therefore, a new draft of arbitration law was prepared. The law has gone through the legislative process and become effective from the 30th of April 2002.

2

Section 42
“The party seeking enforcement of the arbitral award shall file an application with the competent court within three years from the day that the award is enforceable. After receipt of the application, the court shall promptly examine and give judgment accordingly.
….”
3 Id.

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THE ARBITRATION LAW
The Arbitration Act
The new Arbitration Act B.E.2545
[2002] (the “new act”) was drafted by basing on the internationally-renowned
UNCITRAL Model Law on International
Commercial Arbitration (the “Model
Law”). The new act encompasses all core principles of the Model Law, and contains some minor deviation based on the experience of arbitration in Thailand.
As in the Model Law, the new act warrants the principle of “party autonomy”, and allows, in most situations, parties to design and choose arbitration of their choice. The new act also tries to ensure that “due process” will be the cornerstone of arbitral proceeding conducted under the law. To achieve the goal, the new act tries to strike the balance between giving parties freedom in conducting arbitral proceeding and, at the same time, being fair to both parties by giving them sufficient opportunity to present and argue their cases. Parties can agree and determine the proceeding that they want to pursue as long as such agreement is not contrary to public policy. The court will be vested with the authority to supervise the “due process” requirement once

parties request the court to support arbitral proceedings or awards. However, the new act also tries to draw an unambiguous line as to how far the court can go in exercising its supervisory authority so that the court will not unduly intervene the parties’ autonomy.
The new act contains so many provisions that can guide parties throughout the proceedings, but, in this occasion, we would like to mention only a couple of specific features some of which has just been introduced by this new act, as follows: Enforcement of Arbitral Award
Under the old act, the parties must request the court to enforce an arbitral award within one year after the receipt of the award by the parties. The period seems to be inadequate especially for a foreign award that may have to go through a lot of procedures. The time limitation also lacks some flexibility in the case of an award on agreed terms which may allow a party to perform his or her obligations for a period exceeding one year; a legal question might be raised in that case if the party is in default after the one year period elapses. The new act extends the time limitation for enforcing an award, both domestic and foreign, to three years. It also adds some flexibility to the commencement of the period, by providing that the time limitation will start from the date on which the award becomes enforceable. If a party is obliged to fulfill his or her duties immediately, the time limitation will start when the party receives a copy of the award. On the other hand, if a party is given a period of time to discharge his or her obligation, the time limitation will start from the expiration of such period.
In an effort to promote the use of arbitration in Thailand, the new act realizes that there is a need for consistency and

uniformity in the construction and application of the law. The act, therefore, adds the intellectual property and international trade court , which is a fairly new court in Thailand with quite modern rules of procedure, as another competent court for the purpose of the act, with the hope that parties will choose the court as a natural choice due to its adequate facility and rules, and its knowledgeable judges with good understanding of arbitration.
The new act has also significantly departed from the old act in terms of grounds for refusing recognition and enforcement of arbitral awards. Under the old act, the enforcement of an arbitral award may be refused if the court is of the opinion that the award is “contrary to the law governing the dispute, is the result of any unjustified act or procedure or is outside the scope of the binding arbitration agreement or relief sought by the party.” The grounds are relatively subtle, and leave broad authority for the court to review the merit of an arbitral award, which may be inconsistent with the original intention of the parties to have the dispute finally settled by the award. The new act, instead, adopts all grounds for refusing recognition and enforcement of an arbitral award of the New York Convention, so that the boundary for reviewing an award by the court will be more clearly stated, and the review will focus more on the question of “due process”, and less on

the merit of the award. Therefore, now, the criteria for enforcing a domestic award is in line with those of international standard.
Thailand and the New York Convention
Thailand accessed to the New York
Convention 1958, since 21 December
1959. Under the new act, a party may request a competent Thai court to enforce a foreign arbitral award that falls within the scope of any convention or protocol in which Thailand is a member. As stated above, the new act also applies the criteria for reviewing an award under the
New York Convention to domestic awards.
Therefore, in the process of enforcing an arbitral award, either domestic or foreign, the court will apply the same section and provision of the law. In sum, if an award obtains the benefit of protection under the
New York Convention, it will receive such protection in Thailand.
THE ARBITRATION PRACTICE
As stated earlier, arbitration in
Thailand has gained popularity by leap and bound since the old act was promulgated. At the beginning of the era for modern arbitration in Thailand, there was only one active arbitration institute,
i.e., the Thai Arbitration Institute. Now, there are quite several arbitration institutes that specialize in a specific field of disputes. From a simple method of alternative dispute resolution, arbitration is now even used as a symbol of “good

“In an effort to promote the use of arbitration in Thailand, the new act realizes that there is a need for consistency and uniformity in the construction and application of the law, therefore, adding the intellectual property and international trade court.”
11

governance” in some industry.
This paper will try to show you a brief tour of arbitration institutes in Thailand, and we would like to start with the most prominent one.
Thai Arbitration Institute (TAI)
The Thai Arbitration Institute was first founded in 1990, within the Ministry of Justice at that time. Now, after the separation between the Court of Justice and the Ministry of Justice under the new Constitution, the TAI has been assigned to operate under the umbrella of the Alternative
Dispute Resolution Office, the
Court of Justice. TAI arbitration rules has been very flexible and practical, and allow parties to design and agree on how to conduct their proceedings to a great extent. It has very much been influenced by the popular
UNCITRAL Arbitration Rules.
TAI provides services free of charge. Parties have to pay only the actual expenses occurred in the course of conducting an arbitral proceeding. TAI administers not only arbitration conducted under its own rule, but also arbitration conducted under other ad hoc rules such as the UNCITRAL
Arbitration Rules etc. It sometimes provides secretariat service to arbitral tribunals under other institution rules such the ICC if they carry out their proceeding in Thailand.
TAI staffs have quite extensive experience in the administration of arbitral proceedings.

Thai Arbitration Committee,
Board of Trade of Thailand
This arbitration organization is the oldest institute in Thailand.
It was established in 1968, but its operation regarding administration of arbitration proceeding has been idle for several years. Recently, it has tried to reinvigorate its arbitration service. In 2000, the committee enacted a new set of rules called “Thai Commercial
Arbitration Rules”. Its rules contain several similarities with the ICC arbitration rules. Given its close relationship with the
Thai business community, if the committee begins its full service, it has the potential to become one of the major forces in promoting arbitration in Thailand.
Security and Exchange Commission
Arbitration
This is another new-comer arbitration organization in
Thailand. It has just been established in 2001, under the auspices of the Security and
Exchange Commission. Its mission is apparently to administer arbitration relating to security trading and mutual fund business. Under this regime, the member companies comprising stock broker and mutual fund companies pledge a prior consent to submit disputes occurred between them and their clients to arbitration. Any client who has a claim against the member companies regarding violation of security service

agreement or security laws may submit the disputes to arbitration according to the rules prescribed by the Security and Exchange
Commission. Its rules is quite compact and flexible. Primarily, the arbitral tribunal will decide the dispute on the basis of documentary evidence, unless it deems appropriate to take oral testimony from the parties or expert witnesses. The commission also retains a list of panel of arbitrators that consists of many prominent lawyers and security experts. The commission is so generous that it pays part of remuneration for arbitrators as well as the ordinary costs in holding the hearing or meeting in the arbitral proceedings. The commission also permits the member companies to use its arbitration sign in any brochure, circular or pamphlet to their clients, in order to be a gesture of good faith to their clients and show that the companies’ dealing with clients is so fair enough that they are willing to give prior consent to go to arbitration if clients want to lodge any claim against them.
Casualty Insurance Company
Association
In 1994, the Casualty Insurance
Company Association, in cooperation with the TAI, set up its Office of
Arbitration to handle disputes relating to claim under insurance policy of its members. All

Although there is a significant room for improvement, it should not be too difficult to bring arbitration in Thailand forward
12

In such scenarios, arbitration is more than capable of providing a solution for the parties, and brings such disputes to rest in peace.
Arbitrating the disputes in Thailand will definitely be a choice that the parties can choose. members agree to incorporate an arbitration clause into their policy which allows policy holders to submit any claim arising under such policy to arbitration under the auspices of the association. The association also retains a list of panel of arbitrators comprising respectable lawyers and experts. This initiation proves to be a success. In its first year of operation, it had only 34 cases. During 1998 – 2001, the association handled more than
5,000 disputes each year.
Intellectual Property Arbitration
Disputes relating to intellectual property arise very often each year. Previously, such disputes have to be settled by litigation.
The Department of Intellectual
Property, Ministry of Commerce, has established an arbitration service for intellectual property disputes in 2002, also in cooperation with the TAI. The department aims at helping those involved in the intellectual property circle settle their dispute amicably and without undue delay, so that they will be able to focus more on creating intellectual property works. The arbitration rules of the department is almost identical to the TAI rules. The department has just started to promote its arbitration work, so it will take some time

before its effort will produce a fruitful result.
Types of Disputes Submitted to
Arbitration
Other than those arbitration conducted under the auspices of arbitral institutions that have an interest on specific kinds of disputes, the disputes that parties submit to arbitration under the auspices of TAI consist of variety of disputes. One of the regular users of arbitration is governmental agencies or public entities.
Transactions that involve some governmental agencies or public entities are vulnerable to dispute, because the government often has some tedious bureaucratic process which cause troubles to the implementation of the transactions, and the policy has often been changed according to the ruling party in the government. Hence, we have seen some mega projects of the government going to arbitration quite often. The other big users in the clientele of arbitration in Thailand is the developers and the construction companies. This is understandable and also the case for other countries, because construction projects often involves many problems and differences between the parties that can emerge along the way. Other kinds of disputes include those relating to joint

venture and partnership contracts, agency agreements, negotiable instrument contracts, stock purchase agreements, sale contracts, insurance policies, concession contracts etc.
Final remark
Arbitration in Thailand has developed over a long period of time. Experience has been gathered along the way. Although there is a significant room for improvement, it should not be too difficult to bring arbitration in
Thailand forward, especially given the vast interest from several organizations to do just that. Such development can be accelerated by the integration of the ASEAN economic community where many more economic activities are expected to arise as its result.
Such
increasing economic activities may also bring some unfortunate disputes which the parties do not want but have to deal with. In such scenarios, arbitration is more than capable of providing a solution for the parties, and brings such disputes to rest in peace. Arbitrating the disputes in Thailand will definitely be a choice that the parties can choose. Once chosen, arbitration practitioners and institutions in
Thailand will be willing to, and capable of, delivering a just and fair proceedings for all parties concerned. 13

THAILAND’S
BRAND IMAGE
Brand Studies and Research Center,
University of the Thai Chamber of Commerce

S

tarting from the government’s policy about “Thailand Brand” which has the theme “Connectivity” including infrastructure, trade, manufacturing, and hospitality. Unlike the past, the theme ”Connectivity” will be applied to every government sector in order to follow the same direction.
Mana Kuntaraporn, Assistant President for Corporate Communication and
Director of Brand Studies and Research
Center of University of the Thai
Chamber of Commerce, has conducted the qualitative research about “Thailand’s brand image in the viewpoints of foreign investors, SMEs, government officers, and journalists” by using the in-depth interview method. There are 4 groups of the total 20 samplings--Big
FDIs, SMEs, government officers, and journalists. The research found the foreigners’ top-of-mind awareness of Thailand are that Thailand is one of the best tourist attractions including spicy food, beautiful sceneries (e.g. beaches), and diversity of culture and lifestyle.
Moreover, Thailand is outstanding for

14

its hospitality and flexibility of Thai people. In contrast, they concern about the political uncertainty, corruption, and flood the most mentioned.
Using “Connectivity” as the theme for brand communication, there are both agrees and disagrees. For those who agree that connectivity is an appropriate theme for branding Thailand because
Thailand is the central location of
ASEAN, the Economic hub of South
East Asia. For those who disagree, they think that Thai people need to improve
English
language skill. Also,
“Connectivity” is quite unclear.
The respondents’ opinions toward
Thailand’s “infrastructure” are
• Thailand should position itself as the crucial link between China and India
• Infrastructure investment in
Thailand is crucial and it effects the investment in Asia e.g. development in
Thailand will yield prosperity for the region • Thailand should democratization of wealth from Bangkok to the rest of the country

T

The research found the foreigners’ top-of-mind awareness of Thailand are that Thailand is one of the best tourist attractions including spicy food, beautiful sceneries (e.g. beaches), and diversity of culture and lifestyle.
• Agree with the slogan “We’re moving forward. Come with us.”
The respondents’ opinions toward
Thailand’s “trade” are
• Thailand is like a bustling place
24 hour a day
• Thailand has the variety of exports, especially agricultural products
• Thailand has somehow easy regulation and low taxes
The respondents’ opinions toward
Thailand’s “manufacturing” are
• Thailand has advantage on the extent of Thailand’s labor force
• Thai people are flexible and ready to learn
• Thai people still need to improve the English skill
The respondents’ opinions toward
Thailand’s “hospitality” are
• Thailand is unique for Thai service culture – friendly and warm
• Thailand if quite good at cleanliness • The investors think that they

always being treated like a VIP
Mana Kuntaraporn said that it is necessary and urgent for Thailand to have a good manage for the Thailand brand to be ready for the coming AEC.
Thailand needs to differentiate and strengthen its strengths in order to attract the investors.
The communication campaign
“Connectivity” will bring about good image for investment in Thailand.
However, the government needs to invest on the infrastructure such as the rapid train in order to build the foreigners’ trust.
Moreover, Thailand should not leave its impressive identity such as friendliness, smile, and great culture.
Every government sector (such as commerce, industry, tourism, foreign affair, etc.) should use the same “connectivity” theme and the 4-sub brands (infrastructure, trade, manufacture, hospitality) and apply to their work.

15

Doing Business in Creative Economy with the Growing Impact of AEC:
ASEAN Economic Community

by Waralak V. Siricharoen a*, Nattanun Siricharoen b a Computer

Science Department, School of Science,
University of the Thai Chamber of Commerce(UTCC), 126/1, Din-deang, Bangkok, 10400, Thailand b Faculty of Communication Arts, Huachiew Chalermprakiet University (HCU),
18/18, Bangna-Trad Road, k.m.18, Bangplee District, Samut Prakarn, 10540, Thailand

16

T

* Corresponding author.
Tel.: +66-816-966-425; fax: +66-28-823-783.
E-mail address: waralak_von@utcc.ac.th, lak_waralak@yahoo.com.
E-mail address: nattanun2004@yahoo.com he creative economy is a powerful and positive global force. Together, artists, cultural nonprofits, and creative businesses produce and distribute cultural goods and services that impact the economy by generating jobs, revenue, and quality of life. [1] The question is how people make money from ideas in the digital age.
Absolutely essential in doing business today is marketing strategies. We need the media (radio, television, print, and internet) to promote and need to use the internet for networking with the world. The internet is a very important tool. It will help you make conscious decisions in your business development and courageously follow through and will help on searching a trading channel those who want to sell and buy the products or services.

ITU Statistics (http://www.itu.int/ict/statistics)
Global numbers of Internet users, total and per 100 inhabitants, 2001-2011*
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011*
Estimated Internet users 495 677 785 914 1,023 1,151 1,374 1,575 1,805 2,044 2,421
(in millions)
8
11
12
14
16
18
21
23
27
30
Internet users
35
per 100 inhabitants
*Estimate

2,500
2,000
1,500
1,000
500
0

Internet users(millions)

3,000

Estimated Internet users (in millions)

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011*

100
90
80
70
60
50
40
30
20
10
0

Per 100 inhabitants

Global numbers of Internet users, total and per 100 inhabitants, 2001-2011*

This graph is useful in exploratory data analysis in order to determine the extent of internet. It can be seen that the trend of an increasing number of
Internet users are highly statistically significant. Therefore, it is very important for everyone to acknowledge new media from internet, because in creative economy period people make use of new media through new technology everywhere and almost every time whenever they needed.

17

Today, new media strategies named “social media marketing strategies” have changed the way of doing business.
The development of new technologies, also called “New
Media or Digital Media” and they are gaining popularity from public all over the world. In the
21st century, the role and impact of new media international communication technology in business will be the popular culture which deals with buying and selling products for profit.
One example of the business and commercial at the moment is that the internet users buy and sell on eBay. Everybody talks about
"starting an eBay business", eBay is a great way to start an online business. Facebook, one of the popular social networking, also has been used for business. Connecting more than 800 millions who may be the customers are actively using, more than 50% of our active users log on to Facebook in any given day, average user has 130 friends, on average, more than 250 million photos are uploaded per day. All necessary skills to access new media with the intention of doing everything efficiently are needed the creative economy era. The mentioned skills are new technologies for example; computer skills, internet searching skills, social networking and also reading and writing in
English skills.
Market integration is the same in trade with countries outside the community and a key economic goal of AEC. The
ASEAN countries have been doing a lot of work for building,

18

renovating and upgrading basic infrastructure for transport, ICT and energy [4]. ASEAN stands for Association of South-East
Asian Nations. ASEAN was established on 8 August, 1967 in
Bangkok, Thailand. The ASEAN region has a population of about
500 millions and a total area of
4.5 million square kilometers.
The goal of a mission statement is to set a standard of Peopleto-People Connectivity in ASEAN; the plan would focus on Tourism,
Education and Culture.
A Methodology for Goal
The questions are “How do we plan to achieve our goals?”;
“What are the strategies for the value added administration in creative economy age?” From gathering all the information, it was revealed that there are a variety of helpful strategies, methods. The process of value added administration in creative

economy age; the creative economy is a comprehensive analysis of the new economy, based on creative people, creative industries and creative cities [3]. The unique goods and services will reflect the value of cultural & social, economic
& technology and environment together. The success of value added administration primarily depends upon how good the media management, media skills, presentation skills, and advanced presentation skills are. In term of value added administration, it can be applied to the success principles of “Marketing mix”
(often called the 4Ps). It can be applied through social media news blog covering new websites and social networks such as Facebook,
Google, Twitter, MySpace, YouTube etc. They are daily news sources of information which also rapidly developed by social networking marketplace. Table 1. Marketing mix
4Ps
Product
Price
Place
Promotion

Requirement
The product quality and image buyers
Reasonable price with quality
Convenient and easy ways of shopping
The amazing variety, Convince consumers as well

Table 2. The five I’s: Framework
The five I’s : Framework
1. Idea: The idea of using creativity to make products look more valuable.
2. Impact: The design strength of information and the material presented.
3. Interest: Fun, exciting interesting and truly memorable.
4. Information: Show highlight & background of products or services.
5. Impulsion: Stimulate the demand of consumers.

Goals
Using creativity for more valuable in product
Strength Design and the
Material Presented
Exciting, interesting, and
Truly Memorable
Good highlight and background of products
For selling goods and services Fig. 1. The Process of Doing Business in Creative
Economy with the growing impact of AEC:
ASEAN Economic Community

Fig. 2. Model of Value added Administration in
Creative Economy Age by Using New Media
International Communication Innovation

















All of these new technologies are appropriate for every situation and they can motivate the consumers to purchase the products or services.
Consumers should have a clear




’



“”










point of sale or “Point Of
Service” (POS). Showing a single point called the “USP: Unique
Selling Point” [5]. The principles of the USP are as in Table 3:

Table 3. USP: Unique Selling Point
Examples
USP: Unique Selling Point
Certified Standards, High security
The Great Guarantee of the etc. Product itself
Pricing, Packaging and Colour
The Special Different Products
Trend etc. from other.
Products for Different Groups etc.
Products meet Consumer needs
Lower Prices, Better Service etc.
Consumers Benefits
Product Presenters.
Creating a Product Image

Conclusion
Another important factor that we must know in order to bring goods, services, investment capital and skilled workers for more opportunities. There are
10-ASEAN member countries. By observing the norms of the ASEAN compromise benefits and also a friendly competition in terms of trading may be different from other regions or natural trading partners [6]. In particular, the marketing communications for the international competition is essential

The goal of a mission statement is to set a standard of People-to-People Connectivity in
ASEAN; the plan would focus on Tourism,
Education and Culture.
19

The process of value added administration in creative economy age; the creative economy is a comprehensive analysis of the new economy, based on creative people, creative industries and creative cities [3]. and very significant. It can be applied to correct the strengths, weakness, opportunities and threat for national strategies for sustainable development.
Recommendation
The strategies of new media are the underlying the method of communication, both domestic and international for managing value-added products to create economic goods and services. And the benefits expected from the amount of growth in the future of ASEAN
Economic Community: AEC. Doing business in the modern era, it is more comfortable than the past. This article discusses the creative economy which is a gaining stream in the location and the widespread popularity across the world, because the creative economy creates complex-valued competitive learning for enhancing value-added products.
The key of communications aspect, apart

from the understanding and perception, is the two-way communications strategy which aims to stimulate feedback between senders and receivers.
However, the government of every country will need to reinforce all the procedures of the project concretely and to improve public relations for better understanding and collaboration from the public. It should be verified and inspected for thorough transparency.
Collaboration is a useful and powerful tool. By learning how to collaborate efficiently and effectively [7], Collaboration brings individuals together with a range of different backgrounds, perspectives, and experiences. The dynamic of being present or absent are significant. For many participants, “being-there” may create a more powerful influence in collaboration and we can hope to see finally our clear future for doing business in the creative economy.

References
[1] THE NEW ENGLAND FOUNDATION FOR
THE ARTS he (NEFA). Strengthening the Creative
Economy. 2011. [Online]. Available: http://www. nefa.org/what_we_do/strengthening_creative_economy [2] OFFICE OF SMALL AND MEDIUM
ENTERPRISES. Cooperation in the ASEAN Economic
Community, 2008, [Online]. Available: http://www. arip.co.th [3] GANJANAKHUNDEE. S. Connecting up
ASEAN may prove very difficult. 2010, [Online]
Available: http://www.nationmultimedia.com
[4] HOWKINS J. The Creative Economy: How
People Make Money from Ideas. Published by Penguin

20

in 2001, revised 2007. [Online] Available: http://www. creativeeconomy.com [5] SIRICHAROEN N. Principles of Advertising,
Public relations and Effective Development Communication.
Bangkok: S. Asia Place (1989) Co., Ltd, 2005, PP:
11 – 12.
[6] SUBRAT R. Your U.S.P.-Unique selling
Point, 2010, [Online] Available: http://business. ezinemark.com [7] CHAREONWONGSAK, K. Obstacles in building the ASEAN Economic Community: Siam
Business 22 june2007. [Online] Available: http://www. kriengsak.com Associate Professor Thongtippha Viriyapan

Full-time lecturer in the Department of Management
School of Business Administration, University of the Thai Chamber of Commerce
Member of the Sufciency Economy Committee, Thai Chamber of Commerce
Member of the Committee for the 1st and 2nd Contest Decisions on Sufciency Economy Philosophy Projects’
Results of the Ofce of the Royal Development Projects Boards
Bachelor of Law, Thammasat University
Master of Management, University of the Philippines
Expertise: Sufciency Economy, Sustainable Business Development, CSR, Management Theories & Practices, Communication

ORGANIZATIONAL PREPARATION
FOR THE ASEAN ECONOMIC COMMUNITY midst the current changes,
Thai organizations must prepare themselves to enter the ASEAN Economic
Community (AEC) in 2015, less than three years away. Executives and employees of the organizations need to ready themselves in every aspect, including adjusting their ways of thinking, their methods of administration, their working methods, their decision making methods, and in short adapting their minds to be ready to face competition in every way in the
AEC in the very near future.
To prepare the organizations, the executives who are their leaders first of all have to make everyone in their organization realize the need to accept these unavoidable changes and encourage them to prepare themselves and adapt their minds to be ready for the many changes that may occur in the future. This will help them speed their potential development to be able to function in increased international administration management dimensions. They will thus be able to apply their full potential in organizational operations to correspond with the rapidly changing situations caused by globalization. Each member of every organization must be ready

A

to work together to move the organization in the same direction with efficiency, effectively and economically. This will yield the best result for the organizations as a whole.
Apart from the adjustment of attitudes so that everyone in the organization accepts the changes and has wide sight and thoughts towards future events, executives need to set visions and missions that emphasize creating organizational sustainability; they must make plans leading to concrete practices, especially in risk administration planning, to create an organizational immunity. To administer the organizations and achieve this sustainability, executives should

apply His Majesty the King’s
Sufficiency Economy Philosophy, in which the Thai monarch gave advice on guidelines for balanced, stabled and sustainable administration management through following the principles of moderation and reason, including the need to have a good self-immunity system for possible impacts that may result from changes both inside and outside the kingdom. Academic subjects should be studied to use in planning and operation at every step so the organizations will be flexible and ready to adjust immediately to any changes that occur and will not waste time, which would cause bad results for

21

an organization in the total picture. At the same time, the executives must support and create a mind base of their employees at every level following ethics realization, honesty, and suitable knowledge, so they may lead their lives with patience and industriousness, using conscience and wisdom. These are all required to create balance, stability and sustainability in the organizations so they will be prepared for the inevitable changes which will come rapidly and widely in economy, society, technology, as a result of an environment which will have a work force that often migrates from one country to others. In short, Thailand must prepare itself to adjust to other nations’ cultures and traditions, which will enter the country through a door that Thailand will be unable to close.
In order to run their organizations sustainably and efficiently for the AEC, executives should apply the main principles of the Efficiency Economy
Philosophy, which are as follows:
1. Use moderate ways. For example, the executives should run the organizations in an appropriate manner which is neither too rushed nor too slow. They should invest or expand their businesses once the organizations are ready in every aspect.
2. Give priority to sufficiency.
For example, the executives should follow the principle of reason, such as when making decisions concerning their organization and employees, they must judge wisely and carefully. They should follow their conscience and intelligence

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in deciding matters without favoring materialism, which could lead to overinvestment or spending money uneconomically and inefficiently.

In administering their organizations to achieve this sustainability, executives should apply His Majesty the
King’s Sufficiency
Economy Philosophy, about which he adviced using guidelines for a balanced, stable and sustainable administration management by following the principles of moderation and reason, including the need to have a good self-immunity system against negative impacts which may occur.

3. Give priority to supporting and creating a base of people in their organizations in order to have a sufficiency of both material and minds. For example, plant in their concience concerns that they follow ethics, morality and honesty, and help them understand the word “sufficient” to lessen any greediness so they will conduct their business ethically. There must be company governance to make optimize profits for the organization, society and environment.
If executives apply the
Sufficiency Economy Philosophy as a tool to achieve readiness for the AEC opening in 2015, it should result in many good results for their organization.
This is because the Sufficiency
Economy Philosophy method will support and create the strength of the organization and their employees so they obtain sustainable growth. They will have effective administration management, keeping in mind of the limitations of the economy, society, technology, environment, culture and traditions of the organization, which will result in their ready preparation through priority to creating balance, stability and sustainability corresponding to the need and environment of the organizations and employees.
They will know “how to depend on themselves”, using their knowledge to create innovations for an increased value of their organization. This will stimulate them to put their potential into practice to benefit themselves, the organizations and all of society. If practice, this should benefit the interests of the entire country.