The research investigated the dynamics affecting the implementation of target costing in startups in Thailand. Startups face turbulent and competitive environments, lack of market demand and regulatory hurdles, which require effective cost management strategies. The study used quantitative methodology to evaluate the effect of various factors - perceived environmental uncertainty, competitor influence, product diversity, firm revenue, and business strategy for the adoption of target costing. Primary data from a sample of 314 respondents were used. The constructs validity and reliability were analyzed using Confirmatory Factor Analysis while Multiple regression analysis was used to evaluate the study hypotheses. The findings indicated that adoption of target costing was positively and significantly influenced by perceived environmental uncertainty, competitor influence, firm revenue, and business strategy, while product diversity has an insignificant influence. The study recommended that startup managers should consider using complex cost management techniques, as a means of acquiring competitive market advantage, strategic alignment of cost management and using competitors as a benchmark to evaluate their market competitiveness.

This study examines gender differences in attitudes and intentions to adopt artificial intelligence among startup professionals. Utilizing a survey methodology encompassing responses from male and female participants, key constructs including attitude, perceived ease of use, perceived usefulness, and intention to use were analyzed through a comparative lens. The results reveal nuanced disparities between male and female perspectives on AI adoption. While minor differences were observed in the influence of attitude and perceived ease of use on adoption intentions, a significant gender gap emerged in the perception of how ease of use impacts perceived usefulness. These findings underscore the importance of recognizing gender dynamics in shaping attitudes and intentions towards AI adoption, highlighting the need for gender-inclusive strategies in fostering technology adoption among startups. This study contributes to the understanding of gender-specific considerations in AI adoption processes and offers insights for policymakers and industry stakeholders seeking to promote equitable and inclusive technological advancement.

This study aims to analyze the factors affecting students’ attitudes and entrepreneurial intention. Quantitative approach was mainly applied with structured questionnaires directly delivered to 2,141 senior students and newly graduates from twelve universities in Ho Chi Minh City. The empirical results show that social norms, personal traits of openness to new experiences, extraversion, conscientiousness, and positive attitudes directly and indirectly affected entrepreneurial intention. In addition, agreeableness and negative attitudes negatively affected entrepreneurial intention. Based on the findings, discussions and practical implications were suggested for improving educational programs that promote the nurture of talented entrepreneurs for the country.