This study examines the causal relationships between management innovation, marketing strategy, and adaptability on the success of apartment businesses within the Bangkok Metropolitan Region. Utilizing a mixed-methods research design (Embedded Design), the research first quantitatively analyzed data from 300 apartment business establishments across 10 key districts in Bangkok. Data were processed using Structural Equation Modeling (SEM) to validate the theoretical framework. Subsequently, in-depth interviews were conducted with 20 experts and stakeholders to provide qualitative depth to the statistical findings. Key variables identified include Management Innovation (Process, Service, and Management), Marketing Strategy (Communication, Promotion, and Targeting), and Adaptability (Problem Solving and Coping with Change). Preliminary findings suggest that management innovation acts as a critical driver for both customer satisfaction and overall business success, particularly when integrated with agile marketing strategies that respond to the rapid urbanization of the Bangkok area. The paper concludes with a validated model offering a strategic roadmap for sustainable growth in high- competition real estate markets.
Keywords: Management Innovation, Marketing Strategy, Organizational Adaptability, Apartment Business Success, Structural Equation Modeling (SEM), Bangkok Metropolitan Region. I.