| This study identified the perception of the business sector concerning the necessary factors and knowledge needed to compete in international business, to recognize problems that exist due to the lack of knowledge and understanding about others, and to recommend academic courses required in the future.;A survey questionnaire was provided to 100 high level decision makers of various business sectors in Thailand and 61 responded. The data from the survey questionnaire indicated that to compete successfully in the international business world, marketing strategies, quality service, and strategic planning were considered to be the most important factors. The business sectors need employees with good command of foreign languages, knowledge and understanding of the economy, political situation, and government policies of foreign nations, as well as, an understanding of tradition, social values and cultural-based behaviors influencing decision making. Further, an ability to participate with proper protocol and expected behavior of others was considered to be very important with assisting in decision making and dealing effectively with international business sectors.;Although the data did not indicate major problems encountered by the business sectors, it did show that the business sectors have various problems and difficulties understanding cultural-based behaviors that influence decision making, social values, political situations, and government policies of people of other countries and cultures.;The data also indicated an increasing demand for people trained in the fields of marketing, science & technology, engineering, accounting, business administration, international trade and management. Furthermore, there is an indication that foreign language studies, cross-cultural human relations, as well as advertising and communication, were useful fields of study.;Finally, the business sectors recommended that higher education should adjust the educational curricula to suit change within a global environment; improve foreign language programs; work toward a balance of theory and practice within the curriculum; and encourage the development of collaboration between the business sectors and institutions of higher education. The study concluded that international education should be integrated into higher education in order to prepare adequate future employees for the business sectors. |
