📙論文名稱：
Trust, Transparency, and Technology: A Case Study of IQAV-Driven Quality Assurance in Thailand’s Cosmetic Sector
📙刊登處：2025 IFKAD國際學術研討會
📙作者姓名： Wuttipong Panitsettakorn, Pornthipa Ongkunaruk, Thaweephan Leingpibul
論文摘要：
Thailand’s cosmetics industry has shown steady expansion in recent years, surpassing 258 billion baht in market value by 2023. Bolstered by post-pandemic recovery, heightened consumer interest in wellness, and the government’s Thailand 4.0 economic plan, the industry is poised to transform into ASEAN’s beauty hub. However, this accelerated growth exposes persistent challenges: fragmented self-regulation, rising counterfeits, and lagging oversight for novel ingredients and production processes. Since 2023, new Thai Industrial Standards (TIS) for cosmetics and a revised advertising manual by the Thai Food and Drug Administration (Thai FDA) underscore the push for stricter quality assurance. Yet resource constraints and variable compliance highlight a growing need for Independent Quality Assurance Verifiers (IQAVs)—third-party entities charged with testing, certification, and standards enforcement.
This study adopts a qualitative case study approach to examine how IQAV-driven protocols can enhance the Thai cosmetic sector by reinforcing (1) Trust, (2) Transparency, and (3) Technology adoption across the supply chain. Drawing upon concepts in Knowledge Management (KM), Supply Chain Management (SCM), and Quality Management (QM), we explore how third-party verification catalyzes new business paradigms within a competitive market that increasingly prioritizes consumer safety, ethical sourcing, and regulatory alignment.
Data collection centers on in-depth, semi-structured interviews with senior executives, QA managers, and key stakeholders at a leading Thai cosmetic firm that has recently introduced IQAV services. This firm’s decision to collaborate with an external verifier was driven by multiple factors: brand reputation, consumer awareness of questionable product claims, and newly tightened regulatory frameworks. Our interviews probe five main areas:
1. Motivation for Implementing IQAV: We investigate how both internal pressures (e.g., brand image, premium positioning) and external drivers (e.g., TIS updates, FDA guidelines, and e-commerce scrutiny) shape the organization’s decision to adopt independent quality checks.
2. Operational and Organizational Shifts: We examine cross-departmental coordination with IQAVs, focusing on R&D, supplier relationships, and documentation processes necessary to meet GMP and international standards.
3. Knowledge Management Enablers and Barriers: We assess how IQAV engagement influences internal knowledge-sharing cultures and inter-organizational learning, identifying potential resistance or operational silos that may impede adoption.
4. Technological Innovations: We consider the role of real-time tracking systems, IoT sensors, blockchain pilots, and data analytics in verifying ingredient authenticity, streamlining recall processes, and supporting transparency in online sales channels.
5. Impact on Trust and Transparency: We explore whether third-party validation improves stakeholder confidence, mitigates risks of unethical practices or counterfeits, and supports the broader market shift toward “clean” and halal-certified products.
Initial findings suggest that IQAV-based verification enhances both trust and accountability among consumers, suppliers, and regulators. In particular, having rigorous external audits and standardized testing fosters more reliable label claims—critical in a sector where subpar formulations and exaggerated product benefits are not uncommon. Meanwhile, transparency emerges as a linchpin in responding to growing consumer demands for ethical sourcing, accurate ingredient labeling, and measurable product efficacy. Technology serves as a double-edged sword: it accelerates data sharing and product traceability but can burden smaller enterprises unaccustomed to digital infrastructure and systematic record-keeping.
Theoretically, this work expands on New Business Paradigms by situating IQAVs as essential catalysts for elevating Thailand’s cosmetics industry to global benchmarks. Our qualitative evidence underlines the importance of embedding third-party verifiers into strategic decision-making, supply chain management, and innovation-driven R&D. Practically, the study provides direction for cosmetics firms seeking to balance speed-to-market with quality compliance, urging them to formalize knowledge flows, adopt advanced testing technologies, and prioritize consumer safety. Policy implications also emerge: state agencies, industry associations, and research institutes can collaborate to promote IQAV standards and foster an ecosystem that rewards verifiable quality claims.
In conclusion, this study contributes a fresh empirical perspective on IQAV adoption in Thailand’s burgeoning cosmetics sector. By examining trust-building, operational transparency, and strategic technology deployment within a real-world case, our research offers key insights for practitioners and policymakers aiming to navigate tighter regulations and shifting consumer expectations. IQAVs stand out as a decisive factor in elevating Thai cosmetics beyond self-regulation, catalyzing new business paradigms rooted in consistent quality, sustainability, and global competitiveness.
