ASEAN Journal of Management & Innovation

Editorial Board Team

2026-01-14T10:20:39+07:00

Editorial Board team

Editor's Message

2026-08-14T13:26:30+07:00

Editor's Message

2026-07-08T15:20:00+07:00

Table of Contents

Developing a Hazard Analysis and Critical Control Point (HACCP) Framework for Food Safety Management in Buffet Restaurants

2025-09-22T10:19:44+07:00

This study explored how Hazard Analysis and Critical Control Point (HACCP) is understood, practiced, and maintained in buffet restaurants in Cebu City, aiming to create a sustainable integration framework suitable for high-volume dining settings. Buffet venues encounter unique food safety challenges, including extended food displays, direct customer contact with shared utensils, and quick service turnover, which make HACCP implementation both difficult and essential. A descriptive phenomenological approach was used, involving ten carefully selected participants aged 25–45, with 2–12 years of experience in managerial and operational roles such as managers, chefs, food handlers, and food safety officers. Data analysis followed Colaizzi’s seven-step method, revealing six key themes: awareness and understanding, operational practices, training and capacity building, implementation challenges, external influences, and sustainability strategies. Results showed that although participants were aware of and willing to follow HACCP principles, consistent application was hindered by staffing shortages, equipment failures, peak-hour service pressures, and insufficient training systems. In response, the Sustainable HACCP Integration Framework was developed, emphasizing structured training, digital monitoring tools, and the promotion of a robust food safety culture. This framework promotes proactive and sustainable compliance efforts, providing a context-specific contribution to food safety management in buffet restaurant operations.

The AI-Augmented Entrepreneurship Pedagogy Action Model (AI-EPAM): A Transformative Framework for Entrepreneurial Skill Development and Venture Success

2025-12-18T14:24:31+07:00

Entrepreneurship education in many emerging and digitally transforming economies continues to exhibit a persistent paradox of high entrepreneurial intention alongside weak venture sustainability. This study addresses this execution gap by proposing the AI-Augmented Entrepreneurship Pedagogy Action Model (AI-EPAM), a systemic pedagogical framework designed to support execution-oriented capability development. Using a design-based research approach, the study integrates three complementary empirical components, which include a curriculum analysis of 58 entrepreneurship-related courses across nine Thai universities, a macro-level analysis of entrepreneurial ecosystem patterns using Global Entrepreneurship Monitor data, and expert-based conceptual validation through a two-round Delphi study. The curriculum analysis reveals a dominant emphasis on theory-oriented and planning-focused instruction, with limited integration of experiential, data-informed, and AI-enabled learning. The ecosystem analysis identifies structural patterns in which high entrepreneurial participation coexists with weak innovation capability, limited digital readiness, and elevated fear of failure during venture execution. Expert validation underscores the importance of educator mediation, institutional readiness, and ethical governance in AI-augmented entrepreneurship education. Synthesizing these findings, AI-EPAM conceptualizes artificial intelligence not as a stand-alone instructional tool but as a mediated pedagogical co-agent within a triadic learning ecosystem comprising learners, educators, and AI systems. While the study does not empirically evaluate learning or venture outcomes, it offers a theoretically grounded and empirically informed framework that addresses execution-oriented learning gaps and provides a foundation for future research on AI-augmented pedagogy.

The Determinants of Cloud-Based Services adoption and their impact on Collaborative Network Capability of SMEs in Pakistan: A Moderating Role of Innovative Capability

2026-02-11T17:05:44+07:00

The purpose of this study is to identify different factors for the adoption of cloud-based service and the development of collaborative network capabilities in SMEs by using an integrated model based on the Technology, Organization, and Environment (TOE) framework and Diffusion of Innovation (DOI) theory. The proposed model further explores the impact on the development of collaborative network capabilities and the role of innovative capabilities of Small and Medium Enterprises (SMEs). The primary data was collected using a well-developed questionnaire from the owners and managers of SME sectors in Pakistan (n=400). Generalized Structural Equation Model (GSEM) analysis was conducted to test the conceptual model using Stata. The analysis reveals significant influences on the adoption of cloud-based services and collaborative network capabilities within SMEs in Pakistan. Factors such as technological readiness, top management support, and regulatory support positively drive cloud-based services adoption. Conversely, concerns regarding security and complexity may act as barriers. Furthermore, the study highlights the positive association between cloud-based services adoption and firm's collaborative network capabilities, particularly when innovative features of cloud-based services are aligned with the firm's innovative capability.

Augmented Reality Virtual Try-on Technology, Trust and Purchase Intention in Thailand’s Cosmetics Industry: A Moderated Mediation Analysis

2026-03-02T13:14:01+07:00

This study examined the effects of consumer attitudes toward Augmented Reality Virtual Try-On (AR VTO) technology on online purchase intention for makeup products among Thai non-users, with particular emphasis on the mediating role of trust and the moderating influence of demographic factors. Data were collected from 400 Thai consumers aged 18 to 79 years, equally distributed across four generational cohorts, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 5,000 bootstrap resamples. The findings revealed that only perceived usefulness (β = −.215, p = .017) and cybersecurity (β = −.154, p = .016) significantly influenced online purchase intention, both demonstrating negative effects, thereby challenging traditional assumptions of the Technology Acceptance Model (TAM). Trust exhibited a strong effect size (f² = .223) and partially mediated multiple relationships, effectively transforming negative perceptions into positive behavioral intentions. Furthermore, years of schooling (Index = .034, p < .05) and estimated income (Index = .042, p < .05) significantly moderated the trust-mediated relationship, while age showed no significant moderating effect (Index = .006, p = .412). Notably, LGBTQ+ consumers demonstrated higher levels of purchase intention compared to cisgender groups. The study concludes that trust, rather than technological sophistication, is the primary driver of AR VTO adoption among non-users in emerging markets. Practical implications suggest that retailers should prioritize trust-building strategies, inclusive marketing, and risk-reduction mechanisms to enhance adoption.