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The purpose of his study is to determine the factors that influence the sustainability of entrepreneurial business operations in the lower northeastern area of Thailand, across varies industries. The authors followed the marketing mix (5P) model exploring product perspective, price perspective, distribution channel, promotion perspective, and people perspective and their influence on entrepreneurial business operations sustainability. There was a strong emphasis on the quality and quantity of products provided as well as uniqueness of the products and services developed by the entrepreneurs. Price was less important as long as it was competitive. Location was the most important factor when it came to distribution channel especially for service businesses. Online businesses were slowly developing. Customers preferred brick and mortar family businesses with knowledgeable and friendly entrepreneurs who are service oriented. People make the difference in the sustainability of entrepreneurial operations.

Influential Factors on Business Operation Sustainability of Entrepreneurs: A Case Study of the Lower Northeastern Area of Thailand