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The purpose of this study is to explore the drivers of innovative behaviour of sustainable community-based enterprises (SCBEs) in the Mahasarakham province, Thailand.

Drawing on insights from a qualitative case study method, this paper uses a purposive sampling technique with 30 SCBEs from December 2019 to December 2020. This study uses in-depth interviews and applied content analysis (e.g. theme, categorisation, quotation and coding), using the ATLAS.ti software.

This case study shows that transforming the community into an enterprise is related to creation, venture and innovative management, sustained in community-based enterprises. The findings reveal that innovative behaviour is associated with intention, thinking, orientation, product development, service, collaboration, competition and technology, which drives SCBEs.

This study contributes to the understanding of community-based group and cooperative community-based enterprise with innovative behaviour, which can drive SCBEs growth.